Company Website

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Company Introduction

Established in 2021 by two post-90s heavy drinking enthusiasts, dMANNER is a new retail wine brand that integrates forward-looking wine technology with innovative models of the digital age. The brand focuses on providing healthy, delicious, and stylish alcoholic beverages for the new era of young people.

At the same time, dMANNER is dedicated to promoting the development of China's wine industry through the dissemination of wine culture. By innovating in product, visual, and cultural dimensions, dMANNER aspires to become the first choice for young people's initial experience with the delightful sensation of being slightly tipsy, and to shape the brand into a symbol of a fashionable and sophisticated lifestyle.

Product concept, highlights and added value

1.Ingredients: Crafted from Beibing Hong grapes developed by the Chinese Academy of Agricultural Sciences, it is the only grape variety in China suitable for brewing ice red wine. It takes 10 pounds of Beibing Hong grapes to produce just one bottle of dMANNER ice wine, with an annual output a mere one ten-thousandth of that of regular wines.

2.Taste: With a soft entry and rich fruity aroma, the alcohol presence is subtle, making it highly drinkable. At 10.5% alcohol by volume, it can effortlessly lead to a pleasant tipsiness, perfectly aligning with modern young people's demands for alcoholic beverages.

3.Packaging: The packaging design challenges consumers' existing perceptions of traditional ice wines, featuring significant innovation in both bottle shape and exterior design. The design integrates modern aesthetics, regional characteristics, and brand culture. The traditional slender bottle shape has been transformed into a modern, angular design that resonates with contemporary youth; the wine label includes an embossed mountain design inspired by the product's origin in Changbai Mountain, allowing users to experience the regional landscape while enjoying a slight intoxication. Only the area downstream of the Yalu River Valley in Changbai Mountain, located at 41° north latitude, possesses the unique conditions for brewing high-quality ice grapes; additionally, the label features an embossed design of the brand's values, aiming to establish an emotional connection with consumers and inspire more thoughts about life. To make the wine more accessible for everyday drinking, the traditional cork has been replaced with a convenient screw cap, simplifying the complex bottle-opening process, which is more suited to our entry-level user positioning.

4.Marketing: Marketing channels are focused on platforms popular with young people, such as Douyin (TikTok) and Xiaohongshu (Little Red Book), utilizing comprehensive content marketing that engages the senses of sight and taste to create high perceived value. By showcasing visually novel and attractive designs, and a taste that is soft and reminiscent of fruit juice, we break the conventional perception of red wine being sour and astringent among young people. Emphasizing the low annual production, with only one bottle crafted from 10 pounds of grapes, elevates the sense of value, providing ample reasons for consumers to make a purchase.

Product Images

Please briefly describe how your product communicates with consumers

Based on our insights into the low-alcohol beverage market, we believe that Generation Z is currently the main consumer group for low-alcohol drinks. These consumers have several characteristics in the low-alcohol industry: 1. Appearance is paramount. 2. They emphasize personalized consumption and are eager to accept new and unique things. 3. A surge in patriotic sentiment. 4. They pursue a "healthy" tipsy state.

In response to these consumer characteristics, we have made the following decisions:
In terms of category, we have chosen ice wine, which stands at the top of the wine pyramid. The ice wine market is still a blue ocean in China, offering new brands more opportunities to break through. Moreover, targeting the Generation Z group, who are open to new experiences, the cost of education is relatively low.

In terms of ingredients, we use Beibing Hong grapes developed by the Chinese Academy of Agricultural Sciences, the only variety in China that can be used to brew ice red wine. The concept of national trend is more likely to resonate with Generation Z users. It takes 10 pounds of Beibing Hong grapes to produce just one bottle of dMANNER ice wine, with an annual output that is only one ten-thousandth of regular wines, giving a strong sense of quality. Compared to the existing blended low-alcohol wines on the market, it is healthier. With the trend of consumption upgrade and the younger generation's pursuit of health, the low-alcohol beverage market is bound to see a consumption upgrade, and everyone will prefer more natural wines.

From a taste perspective, ice wine has a soft entry, rich fruit aroma, and a weak sense of alcohol, making it highly drinkable, even for beginners. Although it doesn't have a strong alcoholic feel, it has 10.5% alcohol by volume, which can make people tipsy without noticing, meeting the modern young people's demand for a slightly tipsy state.

In addition, in product design, we break the norm by integrating modern aesthetics, regional characteristics, and brand culture. The modern bottle design, resembling a perfume bottle, catches the eye of young people who love novelty. The color scheme is mainly black and white with an INS style, simple and elegant, in line with the aesthetic preferences of modern young people.

Product Images

Ingredients List Photograph

Launch Date

2024-1

Target Consumer

Our users are primarily young people aged 18-35 in tier-one cities, who pay attention to the quality of life, love new and unique products, desire the slight intoxication that alcohol can bring, but cannot accept the strong taste of alcohol.

Weight/Volume per Pack

375ml

Price per Item

218元/瓶

Storage requirements

冷藏（0-4℃）

Marketing Area

China

Distribution Channels

电商 E-commerce

Market Performance

Our product was launched in February 2022 and, within just three months, achieved a monthly sales volume of 3,000 units on the Taobao platform (where the average monthly sales volume for other ice wine category products is 300). Relying on this single product, the brand reached a monthly sales revenue of 400,000 to 500,000 RMB, with an annual sales volume reaching 4 million RMB, ranking in the TOP 150 in the Taobao wine category. In 2022, the brand name "dMANNER Ice Wine" consistently ranked in the TOP 3 of ice wine category search lists, holding the TOP 1 brand position. In 2023, it was selected as the TOP 1 on Taobao's 618 list for summer trendy night wines and is currently ranked Top 4 on the Douyin list of best-selling domestic wines.