Core Viewpoint - The marketing strategy of Laozhuangzhang liquor, which includes inserting cash and vouchers into bottle caps, has become a viral sensation on social media, showcasing a unique blend of nostalgia and modern marketing tactics [3][12][50]. Marketing Strategy - Laozhuangzhang has been inserting cash, primarily in the form of RMB and occasionally USD, into bottle caps for many years, creating a buzz among consumers [4][6][8]. - The marketing approach is described as both innovative and retro, appealing to a wide audience by providing immediate rewards that resonate with everyday life [10][30]. - The brand has successfully created a subculture around its promotional activities, with consumers sharing their experiences of finding cash in bottles, thus enhancing its social media presence [12][50]. Consumer Engagement - The excitement of potentially finding cash or valuable prizes in a low-cost product has attracted not only regular drinkers but also younger consumers who may not typically purchase alcohol [60][63]. - The marketing strategy taps into the emotional and social aspects of consumption, where finding cash can lead to family happiness and shared joy [63][64]. Historical Context - Laozhuangzhang liquor was established in 2001 and has focused on being a low-cost, accessible product, avoiding the high-end market [70]. - The brand's marketing has evolved alongside China's urbanization, reflecting the changing dynamics of consumer behavior and societal trends [74][76]. Sales Performance - At its peak, Laozhuangzhang's sales reached 6 billion RMB, making it one of the largest liquor brands in China, although recent years have seen a decline in revenue [76].