Brand packaging borrows culture: Guojiao 1573 high growth worries (III)
the history of world famous liquor brands
Chinese Baijiu, vodka, whisky and brandy are the four kinds of distilled liquor with the largest output in the world. The most famous whisky brands are Johnny Walker whisky, Chivas whisky, Jiahao whisky and Zunrong premium whisky. These brands are the dreams of other whisky brands. For example, Scotland's glenfidy whisky has less production than the above brands, but they have realized their dream of becoming a top brand by virtue of quality, persistence and correct marketing
Scotch Whisky has a history of fiveorsix hundred years and has always been the pride of the Scottish nation. Although the history of gryfield is not as long as that of Guojiao 1573, only more than 200 years, it almost has a proud historical feeling by virtue of the thick whisky tradition of Scotland. It is amazing that grenfeld does not particularly emphasize history. It repeatedly emphasizes its own traditional crafts, because only traditional crafts can enhance the direct connection between the brand and taste
CaoHua, the first certified whisky brand ambassador in China, said: "That kind of handicraft production method was deliberately reserved by gryfield. The distillers that produced the first drop of gryfield in 1887 are still in use. Although gryfield's demand continues to increase, the family resists all temptations and does not change the size and shape of the distiller, because some small changes in the distiller will affect the taste of gryfield. Gryfield still produces at the same place as 100 years ago, Using the same raw materials and the same production process. Bartenders, coppersmiths and drummers with traditional skills still exist, and receive heavy 5. 5% as before Graph curve auto scale view. "
the noble Remy Martin
"once Remy Martin opens, good things will come naturally." This sentence has spread widely in China, making Remy Martin brand deeply rooted in the hearts of the people. At the same time, it also opened up the Chinese market for other brandies
Remy Martin is the best brandy and the king of liquor brands. But its history is also about 200 experimental speeds: 500mm/min; It has been more than 1000mm/min since you purchased it. It is not as old as the national cellar 1573. In the marketing strategy of Remy Martin, history is not particularly emphasized, but the special restrictions in the traditional process are repeatedly emphasized. They said that the raw material for brewing Remy Martin must be high-quality grapes from the konek region of charande province. When the grapes for Remy Martin are ripe, they should be picked as late as possible to make the grapes as full and fragrant as possible. After making wine, in order to avoid deterioration, the wine must be distilled twice before the end of March next year to make it a Shaojiu with an alcohol content of 70%. Remy Martin has a special wine barrel manufacturing plant, and the raw materials must be oak trees that have grown for more than 100 years in the adjacent Limuzan area. After the oak is sawn into strips of different sizes, it needs to be air dried outdoors for more than 3 years to give off the bitter taste in the oak wood. Nails and glue are never used in barrel making, and only white rattan hoops can be used. Its capacity is smaller than that of ordinary wine barrels, so as to increase the contact area between wine and barrel wall. After being stored in the barrel for several years, it turns golden amber, which greatly increases the fragrance of the wine
Russian symbol "Smirnov vodka"
Peter Smirnov, who likes drinking, bought a small distillery with the winning money in 1860. The carbon filtration method invented by him can filter the wine cleanly, so this transparent, pure and impurity free vodka has attracted the attention of the Russian emperor. In 1886, Smirnov was officially appointed as a royal wine merchant. Vodka is the most suitable drink for seasoning. Seasoning wine is very popular in the U.S. market. Therefore, with the help of Hollywood stars, Smirnov became popular in the United States. Thus, the commercial war of vodka between the United States and Russia emerged. The reason is that a Russian man named Boris Smirnov began to reproduce "Smirnov". He said that "Smirnov" is the symbol of Russia and the name in Tolstoy and Chekhov's works
however, Smirnoff vodka is not mysterious. Its formula has already been made public. However, this has not affected the annual sales of 150million bottles of Smirnoff vodka in 120 countries around the world
638-year-old pit mud: a life of constant activity
"a piece of mud has become a national treasure."
"the extremely expensive mud has been collected by the National Museum."
at this time last year, the national media reported the legend of Wuliangye ancient wine cellar mud, which weighs only 10 grams and is the oldest existing mud pit in the world's wine making field. Today, many visitors still come to the National Museum to see the "living mud" with a history of 638 years before the collection
magical pit mud legendary wine
before being collected by the National Museum, this ancient pit mud has not been used intermittently since the first year of the founding of the Ming Dynasty. It is full of hundreds of millions of beneficial microorganisms. It is called "living cultural relics" by archaeologists
there is an antique old street in Yibin, Sichuan, where Wuliangye is produced - Gulou Street. Walking into the old street, a strong smell of wine will come to your nostrils, and you will find a classical building with the style of the Ming Dynasty and the modern times. This is Wuliangye ancient cellar group - "Changfa shenglao cellar". This is the foundation of modern Wuliangye. The fermentation has never been interrupted for more than 600 years
after entering the dregs' workshop, the wine became more fragrant. Alpha go showed more powerful and refreshing thinking ability in the battle with Ke Jie. The fog was rising. Some wine makers were making, some continued to make, and some were steaming wine. In the white fog, a stream of sparkling original wine flowed out along the supervisor, as if it had returned to the song and Ming Dynasties
yaojunyu, a gentleman in Yibin in the Song Dynasty, mixed corn, sorghum, rice, glutinous rice and buckwheat to prepare the predecessor of Wuliangye, "yaozixuequ". In the early Ming Dynasty, Chen, a native of Yibin, inherited the industry of Yao. In 1909, yanghuiquan, a native of Yibin in the late Qing Dynasty, named it Wuliangye because it "gathered the essence of the five grains into a jade liquid"
the pit mud collected in the national expo comes from the ancient pits of Wuliangye. Because every gram of ancient cellar mud contains hundreds of millions of huge microorganism "brewing corps", its economic value is difficult to evaluate, and the scientific and technological circles call it "microbial gold". As microorganisms constantly metabolize and produce new substances, the color of pit mud will change in the sun. "It's amazing that the original grey and white soil shows red, green and other colors in the sun, and the colors are changing." Zhangfanfa, an employee of Wuliangye Group, who took out the pit mud himself, said
108 years earlier than the national cellar 1573.
"a thousand year old cellar has ten thousand years of bad wine. Good wine depends on the old cellar." The more aged the cellar is, the higher the proportion of substances beneficial to the human body contained in the brewed wine, so as to reduce the harm caused by alcohol to the human body. Therefore, the longer the cellar age, the better the wine will be brewed. Today, the aged cellar still quietly produces good wine. Its unique brewing technology and the best wine produced for thousands of years are the essence of Wuliangye
the ancient cellars are sealed with yellow mud one by one, sleeping soundly. They are square, the size of a 5-ton truck's car pocket, just like a brick kiln. Different from the kiln, Huang Shengsheng's soil is moist, and a poke with his finger makes a small nest. Some workers were stripping away the soil to take the grains. The rich wine smell made people dizzy. As layers of granular grains were moved out of the cellar, the gray wall of the pool was exposed, wet, like water seeping out
the ancient cellar was built with Yibin's unique weak acid yellow mud clay. During the fermentation process of wine, a wide variety of microorganisms and flavor substances will be produced in the cellar, which will slowly penetrate into the mud cellar and become a rich natural flavor source
the longer the cellar age, the more microorganisms and flavor substances, and the stronger the wine aroma. The yellow mud contains iron, phosphorus, nickel, cobalt and other elements, which play an important role in the beauty of wine, especially nickel and cobalt, which play a role in solidification and catalysisIn the 1960s, archaeologists from the national cultural relics department analyzed the unearthed objects in the pits. These pits were built in the Chenghua year of the Ming Dynasty and have a history of more than 600 years. It is 108 years older than the wine cellar in the Wanli period of Luzhou
national treasure that cannot be cloned
Yibin has a warm, humid, sunny, gentle, spring like subtropical humid monsoon climate, which is most suitable for the formation of colonies of caproic acid bacteria, lactic acid bacteria, acetic acid bacteria, butyric acid bacteria, yeast and other microorganisms in the process of wine making according to the interdependent proportion. The ground temperature of Yibin wine cellar is maintained at 10 ~ 20 ℃ all the year round, which is the temperature at which the brewing microorganisms in the wine cellar can grow normally
the ancient pit mud of Wuliangye was formed through long-term continuous cultivation under this special geological, special soil, special climatic conditions and with the help of specific process conditions. Through hundreds of years of sedimentation and accumulation, these functional microorganisms inhabited in the pit mud participated in the synthesis of flavor substances of liquor and the improvement of physicochemical structure of pit mud. After slow biochemical action, they produced aroma components with ethyl caproate as the main body, and finally gave Wuliangye Luzhou flavor liquor its unique flavor and flavor
Baijiu brewing in China has a long history and has accumulated rich experience for thousands of years. Many traditional skills have profound scientific principles. Even in the era of rapid development of science and technology, some traditional operations have not been fully explained
previously, the United States, Japan and other countries used the most advanced science and technology to analyze the ingredients in Wuliangye's "ancient cellar mud" and tried to cultivate their own "old cellars", but so far they have failed. Some experts believe that this is because many beneficial microorganisms cannot survive without Yibin's unique environment. Therefore, Wuliangye has become a famous brand of origin protection in China. (Liu Wei)