一杯浓香 开启生活美学进化论

Core Viewpoint - The article highlights the innovative approach of Luzhou Laojiao in promoting its product, Guojiao 1573, through the introduction of the "ice drinking" trend, which caters to modern consumer preferences and enhances the brand's appeal among younger demographics [2][5][6]. Group 1: Historical Context and Innovation - The series "Time Knows Taste Season 4" focuses on significant events in the history of Luzhou Laojiao, utilizing authentic historical materials from the National Library of China and the Luzhou Laojiao Museum [1]. - The introduction of the "ice drinking" concept in 2009 was a result of years of research by seven national-level bartenders, showcasing Luzhou Laojiao's forward-thinking vision and technical breakthroughs [2][5]. - The company has a long-standing technical foundation, having overcome challenges in low-alcohol liquor technology since the 1980s, which supports the feasibility of the "ice drinking" method [6]. Group 2: Consumer Engagement and Market Strategy - Luzhou Laojiao's "ice drinking" initiative aligns with the evolving expectations of younger consumers, who seek a more relaxed and engaging drinking experience, thus broadening the emotional connection with the product [7]. - The brand's innovative marketing strategy includes the "Ice·JOYS" series launched in 2018, which integrates music and art to elevate the drinking experience into a cultural lifestyle [7][8]. - The introduction of new product lines, such as the "black cap" light bottle and various fruit-flavored liquors, reflects the company's commitment to meeting the diverse preferences of modern consumers [8]. Group 3: Cultural and Experiential Marketing - Luzhou Laojiao has initiated cultural events like the "International Poetry and Wine Culture Conference" to position its products as vehicles for artistic and cross-cultural dialogue [9]. - The brand's participation in events like the 2025 Anaya Drama Festival showcases its strategy of embedding its products within contemporary cultural experiences, enhancing brand visibility and consumer engagement [9]. - The company's focus on emotional connections through product innovation and cultural experiences allows it to resonate with consumers, transforming traditional drinking into a modern lifestyle expression [9].