一壶岁月，满城醇香——五粮液“家有老酒”2025年度盛会引领老酒价值新叙事

Core Insights - The event "Home with Old Wine" hosted by Wuliangye aims to promote the cultural and market value of aged liquor, highlighting its significance in Chinese heritage and consumer experience [1][5][12] Group 1: Event Overview - The event took place on December 16 in Yibin, featuring experts, collectors, and media representatives to discuss the value and cultural significance of aged liquor [1] - A performance titled "Time Telephone Booth" illustrated the theme of the event, emphasizing the emotional connection and value of time associated with aged liquor [3] Group 2: Market Trends - Aged liquor is transitioning from niche collections to mainstream recognition, becoming a cultural symbol that embodies collective memories and national taste [4] - The market for aged liquor is showing resilience, with a notable example being a 1971 vintage Wuliangye sold for 2 million yuan, reflecting its significant market value [5][6] Group 3: Cultural Significance - The chairman of the China Alcoholic Drinks Association, Song Shuyu, emphasized that aged liquor represents a blend of consumption, spiritual, and cultural attributes, marking a shift from quantity-driven growth to quality-focused strategies in the liquor industry [5][11] - Aged liquor is seen as a vessel of cultural identity, connecting consumers with their heritage and enhancing their aesthetic experience [5][11] Group 4: Product and Channel Development - The launch of the "Aged Wuliangye Illustrated Guide" provides a comprehensive overview of the brand's history and production techniques, serving as a valuable resource for collectors and consumers [9] - Wuliangye has expanded its online presence with the opening of an official flagship store on Douyin, enhancing accessibility and authenticity for consumers [10] Group 5: Future Directions - Wuliangye's management outlined three core principles for promoting the aged liquor market: focusing on long-term value, cultural significance, and building trust in quality [11] - The event highlighted the importance of collaboration among industry stakeholders to create a thriving ecosystem for aged liquor, emphasizing the need for shared values and experiences [12][15]