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Product concept, highlights and added value
Category Innovation:
It is hard to understand the flavor and knowledge of wine. So that, it creates a sense of distance from the broader consumer market.
Shaoge Grape Fruit Wine combines Chinese aromatic fruits with fine wine. It transforms wine to be an “easy-to-understand” alcoholic beverage. And it both satisfied with Western and Chinese people.
Flavor:
The addition of Chinese aromatic elements—such as perilla—works in harmony with wine. At the moment the CAN is opened with a “pop,” you can notice the flavor immediately.
The inspiration comes from Hunan, where perilla is the soul of the region’s flavors. Native to China, perilla’s English name, “shiso,” originates from Cantonese，and is widely known in Japanese, Korean, and European. During the Song Dynasty, perilla-based drinks were highly popular in royal courts. The vineyards producing Shaoge’s grape base wine also has perilla plants.
Design:
The purple label draws inspiration not only from perilla leaves but also from the Chinese belief in “Purple Qi from the East” (a symbol of good fortune). In Western, purple are referred to in French as “voilette,” meaning romantic.
Product Images
Please briefly describe how your product communicates with consumers
Changes in Consumer Drinking Preferences
Scenario:
Young consumers are simplifying drinking habits. They dislike formal rituals, preferring casual settings like parks, curbsides, or at home. They want the freedom to “drink anytime, anywhere” without constraints.
Taste:
They prefer alcohol with flavors that are easy to recognize, like fruit or floral notes that are obvious as soon as the CAN is opened. If the taste connects to their hometown or cultural identity, it’s even more appealing.
Marketing:
Emotional connection matters more than function. Local brands often shine during economic downturns, especially those inspired by Chinese culture. The success of “Oriental aesthetic” drinks in the tea industry proves this trend.
Solutions:
1. Convenience: Use cans for easy drinking anywhere, no glass needed.
2. Flavor: Add carbonation and bold, recognizable flavors inspired by local ingredients like perilla.
3. Design: Blend Western and Chinese elements to create modern “Oriental aesthetics.”
Product Images
Ingredients List Photograph
Launch Date
2024-11
Target Consumer
Women aged 25-39, living in Tier 1 & Tier 2 cities, with a monthly disposable income (excluding essential living expenses such as renting house, meals, and transportation) of 5,000-20,000 yuan. They have certain social needs and a desire for self-improvement, and they keep up with societal trends. They drink for relax after work. But they are sensitive to strong alcohol. They also have an appreciation for traditional Chinese regional culture.
Weight/Volume per Pack
330mL
Price per Item
19.9元/瓶
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
Eastern China, South-Eastern China
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS; 餐饮&酒店 Restaurants & Hotel