酒旅融合新标杆 五粮液赋能宜宾浪漫经济——探访“五粮•炙造”新潮体验店

Core Viewpoint - The establishment of "Wuliang · Zhizao," a trendy experiential store by Wuliangye in Yibin, represents a significant fusion of traditional liquor culture with modern consumer trends, aiming to attract younger demographics and enhance the cultural vitality of the city [1][10]. Group 1: Store Concept and Design - "Wuliang · Zhizao" serves as a key project for Wuliangye's foray into cross-border dining, quickly becoming a popular destination for young people in Yibin, with 80% of its customers aged between 25-35 [3][8]. - The store's design incorporates Wuliangye's cultural elements while appealing to modern aesthetics, achieving a balance between tradition and contemporary style, which has garnered positive feedback from customers [5][6]. - The store features immersive experiences and various innovative areas, such as performance stages and photo zones, enhancing the overall consumer experience [5][8]. Group 2: Product Innovation - The innovation in product offerings is crucial for attracting young customers, with the culinary team creatively integrating Wuliangye's base liquor into dishes, leading to the popularity of items like "Wuliangye Flame-Grilled Steak" and "Wuliangye Ice Cream" [8][10]. - The cocktail menu, developed by skilled bartenders, features unique blends that maintain the rich flavor of Wuliangye while introducing fruity and spicy notes, making them popular choices for social gatherings [8][10]. - Special romantic packages for couples combine visually appealing dishes with signature cocktails, enhancing the emotional connection to the brand and positioning the store as a new landmark for the city's romantic economy [8][10]. Group 3: Strategic Alignment and Future Plans - The launch of "Wuliang · Zhizao" aligns with Yibin's strategy to enhance its brand influence through cultural and tourism integration, enriching the city's consumer landscape [10][13]. - The store not only serves as a commercial entity but also as a platform for promoting Wuliangye's culture, transforming traditional liquor culture into a tangible and consumable urban asset [13]. - Wuliangye plans to replicate this successful model in other cities based on market feedback, indicating a strategic approach to brand expansion and youth engagement [10][11].