Domestic red wine

1. "Legendary quality, century-old Changyu" - the most clear and accurate red wine brand, but the brand is suspected of aging and should be updated from a legendary perspective, such as " Renew the concept of legend from multiple angles of achievement quality and romantic quality." The role of Custer Winery is only to build the reputation of Custer Company in China, and it does not enable Changyu to obtain much expected returns. Cabernet, built for RMB 29 million, faced malicious low-price attacks from competing products, but it also lost its original intention of making Cabernet high-end. Some people think that the above two items are the two major failures in Changyu's century-old success.

2. "Authentic good wine, talented and talented" - hawking advertising does not clearly convey differentiated appeals, lacks sufficient print media dissemination, and it is difficult for consumers to know what is going on. say what. After the integration, Great Wall faced double losses caused by the dealer network and the streamlining of duplicate products, but it also gave second-tier manufacturers good development opportunities. On the one hand, learning from Great Wall is OEM processing, and on the other hand, it is excellent performance in terminal construction.

3. "Dynasty of wine, wine of the dynasty" - a potentially dangerous brand, without clear brand positioning and product appeal, with empty advertising slogans for 20 years, no innovation in marketing, and following the old ways. , poor new product development, has been closely targeted by second-tier brands, and is the brand most likely to withdraw from the top three brands. Due to the over-reliance on East China in terms of sales, it can be said to be surrounded by risks. From the perspective of visual symbol management, Dynasty is successful. The memory of the red vineyard has been widely recognized by consumers. However, the frequent appearance of Dynasty's old office buildings in CCTV weather forecasts makes people unable to find the feeling of "Dynasty" at all. .

4. "Veiron Dry Red" - already ranks fourth in sales volume in the industry. At the same time, it has to accept that it is considered by consumers to represent low-end red wine. The vigorous development of low-end red wine has enabled the company to quickly scale up and complete the company's primitive accumulation. However, consumers seem to have no other concept except that Veyron's wine is cheap. Weilong dry red wine has won the title of National Famous Brand for four consecutive years and has been recognized by the China Consumers Association as the only recommended brand in the domestic wine industry. However, it is difficult to use it as an effective reason to promote wine products. Therefore, the effectiveness of Pu Cunxin's celebrity advertising has also been greatly reduced. Now, facing the situation where the country has begun to cancel semi-juice wine, it is time to build a brand and improve its quality.

5. "Hometown of Grapes, Sunshine All Seasons" - After hard exploration, I finally found my own advantageous positioning. When talking about the place of origin, my explanation is much smarter than that of the Great Wall. Consumers It is also easy to identify and understand the appeal of “good wine comes from the hometown of grapes”. Xintian’s 14 yuan dry red seems to be a success. However, I am afraid only he knows how much sacrifice Xintian has to make. In the process of settling accounts, it is difficult to understand where the national taxes, long-distance freight, high entry fees, personnel wages, advertising expenses, and especially the dealer's profits come from.

6. "Yunnan people drink Yunnan Red", "Yunnan bids farewell to the era without its own famous wine" - Yunnan Red quickly established a foothold in Yunnan with its own unique culture and product formula. Next Taking advantage of the terrain of the Yunnan-Guizhou Plateau, it poured down to defeat Guizhou, enter Guangdong and Guangxi, level Sichuan, and enter Hunan, and then use the "Diaoyutai State Banquet Wine" to command the army northward, which is also called high ambition. In addition to the relatively high price of the initial products and the large market space for operation, another reason why Yunnan Red can be marketed nationwide is the widespread recognition of "Yunnan style culture" throughout the country. After all, red wine is a romantic, legendary and fashionable situational experience consumer product, and Yunnan style has all the consumer recognition to appeal. Looking across the country, there are only a few places that can produce local concept red wine and market it nationwide. But we have also seen that with the price transparency of Yunnan Red, thin profits, unfavorable development of new products, and discomfort in marketing to national tastes, there is still a long way to go before Yunnan Red becomes a national brand.

7. "Effective communication, Impression Dry Red" - Impression Dry Red, a brand that has become famous in less than a year, is following a "path of experiential consumption" in terms of brand positioning.

8500 standard king, franchise impression has its own brand, making red wine as popular as beer, Tetra Pak red wine, beer bottle red wine, joining hands with Xintian to create China's red wine aircraft carrier, public relations hype, news flying all over the sky, it can be regarded as a rapid operation to build brand awareness master. But take a calm look, is there any sales-oriented company that can revitalize the market through hype alone?

8. "Tonghua Dry Red" - one of the oldest wine companies, founded in 1937 by the Japanese Keiji Kinoshita. But except for Wu Dawei of Shuangkoushan Wine, consumers have basically no impression. Since 70 of its categories are related to mountain grapes and sweet wine, Tonghua Co., Ltd. will face huge pressure to survive in the face of the decision of the China Winemaking Industry Association to cancel semi-juice wine. The image of mountain wine has greatly damaged Tonghua's brand. How to let consumers know that this Tonghua is not that Tonghua will also be a big problem for the company. At the same time, it is equally important to give the company a clear positioning and tell consumers who it is and what characteristics it has.

9. Dragon emblem dry red - from "European style, dragon emblem expresses everything" to "the way to enjoy the enjoyment of successful people", to today, "dragon emblem reflects the ultimate choice". Longhui Dry Red has always taken the high-end route. This company was founded in 1910 and once cooperated with the world's third largest brewing company, France's Pernod Ricard Group, for 15 years. Although it has fallen out of the top ten domestic sales, it still has a special sales channel that is enviable. . That is, it has the largest share of domestic four- and five-star hotels, and the largest share of Asian wines among high-end Asian restaurants in Europe. Its export volume accounts for 12.5% ??of the country's total wine exports, while its export value accounts for 23.6% of the country's total wine exports. In 2001, the APEC meeting in Shanghai designated dragon emblem as the designated banquet wine. It’s not that such companies have no differentiated publicity points, but the total amount of communication is not enough to let more consumers know the company’s advantages. In addition, Longhui Company has become the Chinese general agent of the Hardy series products of the world's largest red wine company "Constellation-Hardy". I believe that Longhui products, which put down their aristocratic pretensions and increase investment in brand promotion, will have a new development. .

10. "Shangri-La of the World" - Zangmi is not wine at all. What this brand sells is not wine at all, but the mysterious culture of Shangri-La. What it sells is the unconquerable legend of Meili Snow Mountain. It is the pure melted water of thousand-year-old ice and snow used to hide the secret, and what it sells is people's yearning for an ideal life. Before being acquired by Golden Luk Fook, Shangri-La-Zangmi lacked sales channels and networks. After entering Golden Luk Fook's network of 2,000 dealers and tens of thousands of strong terminal stores, I believe the situation will be greatly improved. The biggest development bottleneck of Zangmi is: "Fundamentally, she is not wine." Therefore, people who have long-term red wine consumption habits do not like her, but people who have no experience in red wine consumption appreciate her very much. She has a fresh and unique taste like that of a girl from the snowy land of highland barley. How to solve the problem of recognition of Shangri-La-Zangmi among mature red wine consumers will be an important development issue.

In addition, Huadong, which focuses on technology and is based in Qingdao; Rong Chen, who took the lead in investing in the construction of manors; Liang Group, a Hong Kong company with rich marketing experience, which invested heavily; and the liquor giant brands Moutai and Gujingqian. Red; the King of Xixia, Loulan, Xiyu, and Mogao of the Western Legion all have the world in mind and want to compete in the Central Plains.

History of red wine

Red wine (English: Red wine) is red wine. The grape appeared in southern France between about 1000 BC and 500 BC. It began to spread throughout much of the Mediterranean basin. In the early days of wine, this drink was always considered a noble drink that could only be enjoyed by nobles, and it was also a sacrificial item used to worship Bacchus, the god of wine.

Red wine also represents the blood of Jesus Christ in the hearts of Christians around the world. This has promoted the popularization of red wine, giving ordinary people the right to drink delicious red wine.

1. Main ingredients

Red wine (3) The ingredients of red wine are quite simple. It is a fruit wine brewed through natural fermentation. It contains the most grape juice, accounting for more than 80%, followed by It is alcohol formed by the natural fermentation of the sugar in grapes. It usually ranges from 10 to 30. There are more than 1,000 remaining substances, of which more than 300 are more important. Other important ingredients of red wine include tartaric acid, pectin, minerals and ?Tannin, etc.

Although the proportion of these substances is not high, they are decisive factors in the quality of wine. High-quality and delicious red wines are because they can present a balance of organizational structure, giving people endless enjoyment in taste.

2. Basic classification

Sweet sparkling wine

Red wine sweet sparkling wine is a sweet sparkling wine, because the wine contains a certain amount of Carbon dioxide forms bubbles. Carbon dioxide naturally forms sparkling wine with a sugar content greater than 50.1 g/L in bottles or large wine storage tanks through wine fermentation.

Dry sparkling wine

Dry sparkling wine is a dry-sweet sparkling wine, because the wine contains a certain amount of carbon dioxide to form bubbles. Carbon dioxide naturally forms sparkling wine with a sugar content of less than 50.1 g/L in bottles or large wine storage tanks through wine fermentation.

Botrytis wine is a very precious sweet wine originating from Hungary. It is brewed by using a kind of "noble mold" attached to the grape skins, hence the name "noble rot wine". Noble Rot Wine”.

White wine

White wine is wine brewed from white grape varieties. It is light yellow in color or made with the skins removed. The common white grape varieties are: Chardonnay ( Chardonnay), Sauvignon Blanc, Riesling, Pinot Gris, Sémillon, Gewurztraminer, etc.