Design Drawings
Ingredients List Photograph
Actual Photographs
Launch Date
2021年4月18日
Target Consumer
20 — 35岁喜爱低度畅饮聚会，不太喜爱啤酒口感和不适应喝啤酒的体质，女性居多。
Weight/Volume per Pack
620ml瓶装，330ml瓶装，500ml易拉罐装，330ml易拉罐装
Price per Item
8-15元/瓶
Storage requirements
常温储存
Marketing Area
中国的华中地区
Distribution Channels
餐饮、KA、便利连锁、京东、淘宝
Product concept, highlights and added value
Track: drink wine at a low level and cut into the 100 billion beer category competition. Target audience: people aged 20-35 who like low alcohol consumption. Scene: Party drinking with hot pot, barbecue, crayfish and other popular catering scenes. Design background: brand background: 1. Xiaogan rice wine originated from the Song Dynasty. 2. Xiaogan established its first rice wine brand in 1925 (centennial legend). 3. It is the first in the country to drink refined rice wine. Design concept: the shape of beer, the flavor of rice wine, a century of inheritance, and the innovation of fine brewing. 1, the current rice wine category raceway is small, 1925 innovation with beer form (bottle shape and rich foam) quickly cut into beer race road group drinking habits. 2. Fresh rice fragrance, low sweet refreshing. It makes up for the weakness that fruit wine blending and sake rice wine are sweet and greasy. 3. The core value of rice water quyi. Rice: Zhuhu pearl glutinous rice in a small production area at 30 ° n. Water: 28 layers of weak alkali water in the deep layer of chenghuangtan is purified. Song: Xiaogan's unique hand-made honeycomb wine song. Modern brewing technology: one hundred years of inheritance.
Please briefly describe how your product communicates with consumers
Lu Yuanxing, 1925, is a boutique of the times and the inheritance of rice wine. Since ancient times, Chinese people have enjoyed rice wine - which is more suitable for Chinese physique. Generation Z young people after 90 or 00 like to get together and get drunk. Their demand for drinking is not satisfied with the only taste of beer. In particular, most girls feel that beer is bitter and difficult to taste, and the constitution of Chinese people is not adaptive to beer. Therefore, the difference between Lu Yuanxing's 1925 brewed rice wine is that it has the smooth and refreshing beer foam, and the characteristics of China's rice fragrance. It is sweet and bitter, but it is good for entrance. It is steady and mild, and it does not accumulate cold. We have innovated Chinese rice wine, which has been drunk for thousands of years, to arouse the cultural confidence of contemporary young people.