五粮液“家有老酒”年度盛会 突显中国名酒老酒价值与消费认可

Core Insights - The article highlights the growing significance of aged liquor, particularly Chen Nian Wu Liang Ye, in the high-end consumption and collection market, emphasizing its quality, cultural heritage, and unique charm over time [1][2] Group 1: Event Overview - The "Home with Aged Liquor" annual event hosted by Wu Liang Ye took place on December 16, 2025, in Yibin, showcasing the release of the "Chen Nian Wu Liang Ye Illustrated Guide" [1] - This event aims to promote the standardization and transparency of the aged liquor market, marking a significant step in the development of the industry [2] Group 2: Cultural and Economic Value - The "Chen Nian Wu Liang Ye Illustrated Guide" serves as a systematic overview of Wu Liang Ye's development and a valuable snapshot of the evolution of China's liquor industry, focusing on product iteration, brewing techniques, and flavor analysis [2] - Experts discussed the four key values of aged Wu Liang Ye: historical, cultural, drinking, and investment value, which form the foundation of its collectability [5][6] Group 3: Market Trends and Consumer Insights - The market for aged Wu Liang Ye is characterized by a strong consensus on its quality, with nearly 100% transaction rates at auctions, indicating robust market demand [6] - There is a notable trend of younger consumers (under 35) increasingly engaging with aged liquor, with significant sales growth in lower-tier cities [8] Group 4: Digital and Sales Strategy - Wu Liang Ye has expanded its online presence by launching an official flagship store on Douyin, enhancing its direct reach to a broader consumer base [9][10] - The new sales model integrates content, interaction, and sales, aiming to deepen the understanding of the time, cultural, and collectible value of aged Wu Liang Ye [10] Group 5: Future Outlook - Wu Liang Ye is committed to maintaining its craftsmanship and cultural heritage while driving the aged liquor market towards a more standardized and prosperous future [10]