Liquor brand marketing said: a new story of the old rivers and lakes

张军，贾雪

Chinese baijiu category is a special existence - traditional craftsmanship, the overall age of the audience is too old, but there are also brands like Jiangxiaobai that have become pioneers in the rejuvenation of baijiu; currently facing the impact of long-term epidemic prevention and control, baijiu consumption is also increasing. Some necessary scenes are lost, but the overall industry still has achieved performance that is enviable by other categories; this article presents how liquor brands use the "new Bottle old wine" to resolve the crisis.

This article is part of a series on Spotlight China Focus: The Economic Repercussions of the "Long Epidemic" Era. Click to go to the topic page to read more about it.

Tourism, catering, manufacturing, and a considerable number of small and micro enterprises have shown more powerlessness during the period of the epidemic.

But judging from market performance, China's liquor industry is definitely a wonderful flower. Even under the influence of the three-year epidemic, its growth momentum is still very strong.

According to data from the China Alcoholic Drinks Association, in the first half of 2022, liquor...

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