There are two changes in the bottle body of ＂Puwu＂, and Wuliangye plays two trump cards by this.

Author: Liu Baojian

"Two bottles of 52 ordinary Wuliangye, one is five kinds of food standards, and the other is a high-quality gold standard. Which one is authentic?"

"Is this production of Wuliangye in January 2018 authentic? ‘ on the bottle; China Famous Wine ’ How did it become ‘ Yibin, China ’ ？”

This year, many netizens holding the new Wuliangye have raised the above questions on these two issues.

According to a recent survey by the reporter of Huaxia Wine News, there are indeed two versions of Wuliangye on the market. Compared with the familiar classic version, the new factory (Puwu) bottle body has undergone two adjustments:

1, the "quality medal" to "five kinds of food" standard;

2. "China Famous Wine" was changed to "Yibin, China".

A person from Wuliangye Company replied to the reporter that there is no doubt that the two versions of "Puwu" are genuine. Since 2018, the new factory "Puwu" bottle has undergone the above changes.

In a word, the new version played down the color of Wuliangye "China Famous Wine" and won the national high-quality gold award, and highlighted the strong aroma characteristics of Wuliang and the logo of Yibin origin.

It is understood that this is not the first time that the bottle of Wuliangye has changed. Before 1995, the bottle of Wuliangye was labeled "Yibin, China". What changes are taking place in Wuliangye from emphasizing historical honor in the past to highlighting technological characteristics and origin characteristics now?

Some insiders analyzed with the reporter of Huaxia Wine News that after years of publicity, Wuliangye’s identity and status as "China Famous Wine" has been deeply rooted in people’s hearts. However, the characteristics of Wuliang Luzhou-flavor brewing and Yibin real estate logo are not familiar to consumers. This fine-tuning of the bottle body is an essential return of Wuliangye Company: returning to product quality and establishing the value of the producing area.

The new adjustment highlights the unique characteristics of Wuliangye itself. After five national famous wine competitions, 17 famous wines were born. Although Wuliangye, which won the national gold medal for many times, is among the "China famous wines", the value of "China famous wines" is not unique to Wuliangye.

But the aroma of five grains is unique. The five-grain aroma pioneered by Wuliangye Company is unique in the liquor industry. The wine body brewed by five unique grain formulas (wheat, rice, corn, sorghum and glutinous rice) is an organic combination of different grain flavors and fermented flavors, which has the beauty of compound, integration and comprehensiveness, and the taste is rich in harmony.

Secondly, the unique natural ecological environment of Yibin, the "wine capital", is also the advantage of Wuliangye. Yibin is located in the south of Sichuan Basin. The natural conditions of the closed basin, such as high climate temperature, long frost-free period, small temperature difference between day and night, high humidity, abundant rainfall, high annual rainfall, foggy weather, short sunshine time and low wind speed, make Yibin finally form a warm and humid subtropical to warm and humid monsoon humid climate with warm winter and cool summer, early spring and rainy autumn.

In addition, Yibin is rich in soil resources, which has a subtle influence on the growth of grain crops needed for Wuliangye liquor-making. Yibin’s natural water system, with the Yangtze River as the main vein, many tributaries, high density and abundant water, provides a solid guarantee for traditional brewing water.

From these two small changes, it can be found that Wuliangye will play two trump cards in the future, namely, "highlighting the Luzhou-flavor characteristics of Wuliang" and "Yibin ecological environment creates quality scarcity", so as to harvest consumers’ love for Wuliang Luzhou-flavor liquor and realize consumers’ mental occupation of Yibin brewing.

Since Li Shuguang became the Party Secretary and Chairman of Wuliangye Group, he has repeatedly mentioned one thing: "Tell the story of Wuliangye well", especially "Tell the story" around liquor culture, "This is a short board that Wuliangye should focus on making up and cultivating in the next step".

Behind telling the story of Wuliangye well is "second venture" and "brand innovation". Wuliangye not only enhances its image and gives play to its own advantages by exerting its cultural confidence, quality confidence, craft confidence and origin confidence, but also makes the brand communication of Wuliangye more emotional and "temperature".