（来源：沈阳晚报） 转自：沈阳晚报 年关将近的沈阳，热闹无处不在。 商场里贺岁歌的轮番提醒，大集上春联的新年愿景，超市里备年货的忙碌景象，手机里订机票的欢喜雀 跃，酒店里年夜饭的抢手预订……过了腊八就是年，一切的红火、热闹场面交织成最熟悉的年节序曲， 让每一个沈阳人都在这熟悉的脚步声中充满期待。 当然，在众多的热闹中，还有一种更古老、更醇厚的声音，那就是沈阳非遗里保存的"年的热闹"，它的 加入会让年变得更有味道。 "包袱"抖出来年味儿 沈阳人的热闹年，自然少不了沈阳相声带来的欢声笑语。 在沈阳市曲艺家协会主席、省级非物质文化遗产沈阳相声代表性传承人穆凯的印象里，沈阳相声围绕年 节创作的作品很多，而年节期间的演出尤为兴盛，这一惯例由来已久。 鼓板间的年味乡愁 拜年，是中国人春节里必不可少的习俗。 听一段国家级非物质文化遗产东北大鼓的《小拜年》，鼓板间的年味乡愁会让人瞬间重温儿时的记忆。 《小拜年》已流传百年。这个曲词很多北方曲种都用，比如河南坠子、山东琴书、二人转等，但各个曲 种在选用时又会参照各自的地域特色对内容进行有针对性的修改，使得作品既有年味又接地气。《小拜 年》是最广为流传的过年主题东北大鼓曲目之一， ...

古井贡酒用十一年时光，将自己淬炼成"年味"的一部分。如今，这份底蕴流转化为一盏名为"年三十 【和】"的灯笼瓶，以其可亲的价格与温润的"和"文化，叩开千家万户的门，重新定义一桌触手可及的 团圆。 从春晚到酒桌的十一年沉淀 年关将近，空气里弥漫起一种熟悉的、只属于中国春节的喧嚣与期盼。又到一年酒柜最拥挤的时节。在 一众品牌仍以华丽礼盒与响亮口号争夺注意力时，古井贡酒则请来了演员刘涛作为"新春派福官"，气韵 温润地递出了一份关于"年"的请柬——其全新推出的"年三十【和】" 。 这款被定位为"国民年酒"的亲民产品，以220元左右的亲和定价，意图让高品质的中国年酒走入更多家 庭的团圆宴席。它提供42°与52°两种度数选择（均为500mL/瓶），其中52°为主打，尤其在电商渠道重 点推广。市场给出了迅速回应：产品在抖音平台首发当日便冲上酒类榜单TOP5，上线短短四天，仅该 平台销量已突破万瓶，成为春节档线上又一个引人注目的爆款。 要理解这瓶酒，或许得先看看它诞生的舞台。当下的白酒市场，正经历一场静默却深刻的转向。过去依 赖高端化与礼品经济驱动的狂奔时代已然放缓，"理性回归"成为行业关键词。消费者愈发审慎地权衡价 格与价值 ...

Core Viewpoint - The article highlights the cultural significance of horses in Chinese tradition and how it is embodied in the newly launched "Ancient Well Tribute Wine Year Original Ancient 20 Year of the Horse Zodiac Commemorative Wine," which merges Chinese New Year culture with liquor culture [2][11]. Group 1: Product Overview - The "Ancient Well Tribute Wine Year Original Ancient 20 Year of the Horse Zodiac Commemorative Wine" is designed to convey blessings of the "Dragon Horse Spirit" and reflects Eastern aesthetic charm [2][4]. - This commemorative wine is limited to 12,000 bottles, each accompanied by a unique certificate and identification number, emphasizing its collectible value [10]. Group 2: Cultural Significance - The horse symbolizes vitality and courage in Chinese culture, with phrases like "马到成功" (success comes swiftly) reflecting the aspirations of the people [5][6]. - Zodiac wines have transcended ordinary liquor to become cultural symbols that encapsulate blessings and memories, particularly during family gatherings [11][14]. Group 3: Production Quality - The wine is crafted using a 180-day fermentation process and incorporates a traditional brewing technique that has been passed down for over 1,800 years, ensuring high quality [7][9]. - The production process involves meticulous selection and fermentation in ancient cellars, which are rich in beneficial microorganisms, enhancing the wine's flavor [7][8]. Group 4: Market Strategy - The launch of the zodiac wine aligns with the company's long-term cultural strategy, aiming to elevate brand value through deeper cultural narratives [16][17]. - The company has been actively engaging in cultural events and collaborations, such as partnering with the Spring Festival Gala, to strengthen its connection with traditional Chinese customs [16].

Core Viewpoint - The article highlights the strategic cultural marketing initiatives of Gujing Gongjiu, particularly its integration of the "Nian Culture" into its branding through innovative products and community engagement activities like the global Spring Festival couplet collection contest [1][4][5]. Group 1: Product Innovation and Cultural Integration - Gujing Gongjiu has created a new category of white liquor called "Kao Mai Xiang," with a product named "Nian San Shi," which is deeply tied to Chinese cultural moments [2][4]. - The product embodies a blend of northern and southern Chinese culinary traditions, reflecting the essence of "Nian Culture" through its unique flavor profile [2][4]. - The brand emphasizes a balance between food and drink, positioning itself as an integral part of the cultural experience rather than overshadowing it [2][4]. Group 2: Global Engagement and Cultural Symbolism - The global couplet collection contest serves as an extension of the product's cultural attributes, inviting participation from the global Chinese community and enriching the brand's cultural narrative [4][7]. - The contest encourages the creation of versatile couplets, promoting natural integration of the brand into the festive atmosphere without forced branding [4][7]. - This initiative aims to strengthen emotional connections between Gujing Gongjiu and the concept of "Chinese New Year," enhancing brand recognition during a culturally significant time [4][7]. Group 3: Long-term Marketing Strategy - Since 2016, Gujing Gongjiu has established itself as a part of the New Year tradition in China through its long-term partnership with the CCTV Spring Festival Gala, which has become a national cultural event [5][6]. - The brand's consistent investment in this platform demonstrates its commitment to cultural strategy and market positioning [5][6]. - The couplet contest represents a shift from passive cultural consumption to active participation, creating a multi-layered cultural ecosystem around the brand [7].