Alcoholic liquor, as the end of high-end liquor, artistically set off a “spirit of alcohol†style, quickly entering the high-end market through its unique culture and strange shapes. It is a work of great significance for small and medium-sized brands. It can be called the most successful model of packaging, and has the significance of the times. However, packaging is only a small part of liquor and its marketing. After the reorganization of alcoholic liquor in recent years, the bottleneck of enterprise development is difficult to break. Although alcoholic liquor is still being repositioned, it is far from the glory of the old days.
In the mid-1990s, under the beautiful packaging of bottles and boxes, a new batch of famous wines emerged with aura. If every era has its own distinctive mark, the imprint of liquor in this era can't get rid of the word “packagingâ€. This packaging is a broad package. It contains product positioning, planning, and marketing, all of which can be found in wine bottles and wine boxes. Find the corresponding element. Swellfun, alcoholic spirits, and national cellar 1573 are all examples of packaging in the mid to late 1990s. After the successful model, followers are very popular, and there are also many people who run into the wall. In the final analysis, packaging is just a container for white wine, which enhances the added value of liquor and cannot be used as a panacea for marketing liquor.
Bare bottled wine dare to be the first
In 2008, Zhang Gong launched naked bottle wine. Such "streaking" has become one of the hottest topics in the liquor and packaging industry. In order to distinguish it from ordinary wine bottles, the “bow bow†with no wine box also intentionally creates a square with an angular shape, which forms a strong contrast with the smoothness of other bottles. “Let the consumer get benefits.†During the conversation with Zhang Guan’s person in charge, he mentioned this topic several times. “When consumers buy wine, they want to drink, not to buy a bottle, not to buy a box.†With the slogan “Drink quality, drink no paperâ€. Last year, under the boost of Zhang Jian’s premium bottled-neck wine, the company achieved a sales revenue of 600 million yuan. This year, Zhang Bow Wines set a sales target of 650 million for bare bottle wine.
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