Raw wine: A commercial gimmick behind the hype

Reporter Guzheng Intern Li Yiwen Wine is not a brewing industry terminology, purely conceptual hype, there is no industry standards, there is no professional body to identify. It is an unscientific concept, but the wine companies to seize the fear of the blending of the hype out of a fame, vitality is not bound to be too strong.　　Even if the major wineries have followed up, it is possible to form a trend, but in the end will not be able to continue.　　At the moment, when the wine boom has not receded, "raw wine" has become another liquor market speculation on the commercial stunt. The raw liquor is hot to go on the streets of Zhengzhou, even if you do not know what the original wine is, you can feel the heat of the original pulp wine.　　Everywhere can see the original liquor ads, walking on the Red Road, and passers-by rub the 209 road car body is impressively imprinted with a brand of the original pulp wine ads. Reporter visits more than liquor stores, found that many brands have raw liquor sales. such as Maotai, Wuliangye, Luzhou old cellar, Kukikong, fen, Lang Wine and other famous brands. Lang Wine is the introduction of more than 9 brands of raw wine.　　According to the guide, this kind of wine belongs to the high-end liquor, the current sales are not bad.　　Held in Chengdu in 2010 National Spring Sugar Cocktail Party, Lang Wine held a national dealer fraternity, celebrating its "original pulp wine" annual sales breakthrough billion mark. And ancient well tribute of the Year "original pulp wine" is more than expected sales, last year, won more than 200 million yuan sales.　　In the first two months of this year, the old well tribute years in some areas of raw wine sales have been basically unchanged last year.　　After tasting the sweetness, this year, the ancient well tribute to the "Year of Raw Pulp" series of sales price increased 5%~20%.　　In fact, as early as a few years ago, there are enterprises to put forward the concept of the original pulp wine.　　2002, Wu Liang ye on the introduction of 68 degrees of the original pulp wine, created at that time the Guinness record of the highest degree of liquor.　　In the following years, the Luzhou old cellar by virtue of its "national cellar" identity and the concept of the founder of ancient well tribute to the reload, all occupy a lot of market share.　　In the 2009, the concept of the original liquor is constantly heating up when the mouth, Lang wine at a breath launched the original slurry Himping, the original pulp collection, the original pulp pure, the original pulp top grade, the original pulp and the product, the original pulp elegant, the original pulp is festive, the original pulp mellow, the original pulp small wine and so on nine varieties, for its high-end strategy cloth under the new "Pawn". At present, with the original pulp wine heating up, become the focus of market speculation, Maotai, Luzhou, West Chicken and other well-known enterprises also involved in the hope of a cup of soup.　　And consumers of the original pulp wine is also highly praised, directly led to the current sales of raw liquor hot scenes.　　Raw liquor of the hot, so that the raw liquor heat conduction to the wine market, in the mall reporter saw, the civil rights wine Factory also launched the original pulp red wine.　　Commercial gimmicks However, the original pulp liquor sales have achieved gratifying results behind, but the original liquor concept was dubbed "false proposition" embarrassment. When the reporter asked the agent of ancient well tribute to the local distributor of liquor concept, the surname Li said, at present, because the country has not promulgated the corresponding standards, the original pulp wineMany concepts are defined by the wine companies themselves.　　It is precisely because of the lack of national standards, what is the original pulp wine, the industry, experts and scholars and consumers uncompromising. Businesses in the market that the original pulp wine without any blending procedures, authentic, taste better than the general liquor. An industry insider told reporters that there is no formal definition of liquor technology and blending, and it is not a professional term.　　Broadly speaking, solid-state fermentation of wine, can be called raw liquor.　　There are old wine people think that the original pulp wine is the winery has just distilled out, not by adding paste and artificially modified for many years of aging old wine, its body appears chenxiang strong, wine degree in 60 degrees above.　　Although there is no accurate definition, but the industry in the market for the original pulp wine has not been blended a say, all expressed objections. State-level winemakers, Wells Square deputy general manager Lyden many times in public, said: "The real original pulp wine is very high, is not to drink, must be reduced degrees." "Henan Yang Shao Winery, a bartender said that all the liquor in the market, are after the bartender will be different years, different types, different characteristics of the wine in different proportions of the blending."　　After all, a batch of liquor from the factory can not appear different taste.　　In recent years, liquor blending industry alcohol has led to the death of consumers poisoned vicious cases, Shanxi Shuozhou false liquor case is still vividly remembered, consumers to the blending of wine has a rejection mentality.　　Perhaps, the enterprise played "original pulp wine" This concept, more want to emphasize is the product "original, do not add edible alcohol" characteristics, in order to win the goodwill of consumers, but companies deliberately avoid blending, for buyers is an irresponsible consumption misleading.　　In addition, the wine enterprises also claimed that the original pulp wine itself has a pure taste, good quality, rich nutrition, health and fashion characteristics, from a healthy point of view of the drink in the original pulp wine can also be ingested a lot of nutrients.　　According to the reporter understand, at present, the market of low-end wine sales sharply atrophy, and corresponding to the "drink and drink out of health" slogan increasingly popular. According to the bartender, liquor 98% of the ingredients are ethanol and water, ethanol to speed up the blood circulation is beneficial, moderate drinking to reduce blood lipids help.　　Solid-state fermented wines contain more fiber content.　　He also said that liquor, after all, is not medicine and nutrition, should not exaggerate its health benefits, all, must be based on the right amount of alcohol.　　From the market, as the brand is different, the price of the original pulp wine from more than 10 yuan to hundreds of yuan.　　In a small number of manufacturers first attack this field, the formation of the concept of upsurge, a group of enterprises followed, but there are many fish in troubled waters.　　How to distinguish between the original pulp wine and the difference between the original liquor, but also become a topic of concern to consumers.　　An expert told the reporter, the consumer can hardly distinguish the original liquor "true and false", the world currently has no instrument can replace the taste of the tasting, and the so-called taste differences, but only professional judge wine to distinguish. Go into the wrong original pulp wineIn the early stage of the market has entered a misunderstanding, many enterprises have it as a concept to build, and whether the product belongs to the category of raw liquor, the enterprise is not. In view of this, many industry people are not optimistic about the market prospects of raw liquor. A consumer of the industry's lack of knowledge to hype the commodity, vitality is not strong.　　Moreover, the prevalence of raw liquor and consumers for the high level of liquor recognition also has a great relationship, even can say, the original pulp wine is stained with a high wine market warmer light. Henan Province Wine Industry Association president Xiang Yuliang said, the original pulp wine is not a brewing industry terminology, purely conceptual speculation, neither industry standards, nor professional institutions to identify, at most, is the enterprise in the ball.　　Therefore, he does not advocate the enterprise blindly hype the original pulp wine. Wine marketing expert iron Plow that the original pulp wine is an unscientific concept, but the wine companies to seize the fear of the blending of the hype out of a fame, vitality is not bound to be too strong.　　Even if the major wineries have followed up, it is possible to form a trend, but in the end will not be able to continue. Henan University of Finance and economics professor Li believes that, in view of the consumer's desire for health, enterprises in the marketing of traditional liquor culture elements of the good factors into the product, it is understandable.　　However, a commercial game for marketing and the concept of a swap, but should not let consumers pay for this.　　At present, there is no national standard of bondage, the original pulp and wine market is mixed, consumers can only through the brand and price to distinguish between good and bad. Professor Li suggested that instead of keen on the hype concept, wine companies than in their own technology and brand building more efforts.　　After all, the quality of the craft directly determines the pros and cons, and the brand is loud or not, but also affect the wine enterprises rely on the survival of the market share. PostScript: Who will standardize the original pulp wine Maotai, Wuliangye, Luzhou, Kukikong, fen, lang wine ...　　The original liquor almost all of the liquor well-known brand catch, can attract so many industry elite to collective speculation, the original pulp wine magic is not small. Some people say that the original pulp wine is a nutrition, health, fashion, delicious, elegant, high-quality six major advantages of a high-quality healthy wine, but also the future development of Chinese liquor. It is also said that the original pulp wine is an unscientific concept, but the wine companies to seize the consumer's fear of blending wine out of a gimmick, the vitality is not bound to be too strong.　　Even if the major wineries have followed up, it is possible to form a trend, but in the end will remain elusive, unsustainable. The question is, who will regulate the original liquor during the period of the original pulp liquor? What is the concept of it? What is the standard? How to authenticate?　　All these need to be regulated by the relevant government departments to avoid hurting consumers ' lawful rights and interests in the absence of the concept of original liquor, the lack of standards and the inability to conduct authoritative identification. If blindly let go, and so on in the market to absorb a large amount of money to standardize, for the large investment of the manufacturers, will face a damaged reputation, the funds can not be returned market risk.