Company Website

N/A

Company Introduction

Hangzhou Xinying Beverage Co., Ltd. was established in 2019, and the core founding team has 15 years + experience in well-known FMCG entities and has been immersed in culture and art for many years. Focusing on culture plus new consumption and holding the brand concept of nature, easy regimen and fun, we are dedicated to empowering the Chinese rice wine to be fashionable and technology-rich with international exposure, redefining Chinese rice wine with excellent quality, unique skills and innovative culture, and making people in the world fall in love with the authentic Chinese taste. The series of Xinying is a drink brand created jointly by a cultural mater and Xitang Old Wine, a 400-year old time-honored winery.

Design Drawings

Ingredients List Photograph

Actual Photographs

Launch Date

2022年4月

Target Consumer

80-90后新中产社会中热爱生活的人

Weight/Volume per Pack

720ml

Price per Item

398元/瓶

Storage requirements

冷藏（0-4℃）

Marketing Area

中国华东地区

Distribution Channels

线上线下同步销售

Product concept, highlights and added value

ShanHaijin is a vintage Chinese style drink brewed by Chinese craftsmen, who have perfected the art of brewing and been nurtured in the 5,000-year-old culture of elegant drinking, with selected organic glutinous rice that is produced in Zhaodong, Heilongjiang, one of the three world-famous black earth belts, with 400-year-old techniques.

On the principle of pure brewing with zero additive, it is brewed with a special unique fruity yeast that offers a strong fruity, cool, fresh texture and a long aftertaste. With an alcoholic strength of 16 vol, it is friendly but not too warm, and may make drinkers slightly drunk, merry and lively without burden, which is consistent with the pursuit of a healthy and pleasant drinking by the new modern urban youth. The rice grains used in the packaging is designed as the brand’s visual hammer to highlight the category of the rice wine. The cap boldly uses all-metal one-piece CNC machining process, being the first of its kind, and provides the ancient Chinese rice wine the elements of technology and fashion. With simple and smooth design, the bottle body forms an order of “beauty” to perfectly support the embodiment of Chinese aesthetics and humanistic traditions.

Please briefly describe how your product communicates with consumers

1.To satisfy the demand of modern consumers to get close to nature, and experience more healthy, pleasant and elegant drinking culture ShanHaijin is brewed with selected organic glutinous rice that is produced in Zhaodong, Heilongjiang under pollution-free environment, standing at the top of the rice pyramid. On the principle of pure brewing with zero additive, it is brewed with only three ingredients of water, rice, distiller’s yeast to get the most natural taste of rice, helping modern people achieve their pursuit of a healthy and natural life. 2.To create an oriental light drink as an accompaniment to dishes of Chinese people in consistent with the dietary culture of Chinese consumers. Refining on the brewing process, ShanHaijin retains more protein content in the rice while eliminating the impurities. The rich amino acids form a unique fresh substance, and its mellow, sour and sweet taste provides a perfect foil for the fresh flavor of the ingredients, creating a subtle dialogue between the food and the wine, complementing each other and making it more suitable for rich and diverse Chinese cuisine and more suitable for the Chinese “stomach”. 3.Chinese rice wine needs more international branding to make the people in the world fall in love with Chinese rice wine As an innovative representative of Chinese rice wine, ShanHaijin has a more international vision and foresight in its brand design, featuring currently popular oriental aesthetic culture, and organic combination of Chinese elegance and modern fashion to perfectly support the embodiment of Chinese aesthetics and humanistic traditions. The cap boldly uses all-metal one-piece CNC machining process, being the first of its kind, and manifesting the brand image as an innovator that breaks the routine and advances with the times.