This enterprise is a local small factory Jishou winery in western Hunan, and its main product is a kind of liquor: Xiangquan.
In fact, when Huang Yongyu returned to his hometown on 1983, he had already designed the packaging for Jishou Winery. At that time, Huang Yongyu was well-known at home and abroad, but Jishou Winery was still a local winery, and its products could not even go out of Xiangxi.
Seeing the plight of his hometown enterprise, Huang Yongyu decided to give it a hand, give full play to his artistic expertise, and design a new packaging for the product.
After the design, many people in the winery shook their heads: It seems that Huang Yongyu's accomplishments are still in painting and calligraphy, and the design of products is still a little less interesting.
Why do you say that? Because the product designed by Huang Yongyu is a country-style pottery bottle. Yes, it is rustic. The bottle is khaki with a red cloth tied on it.
At that time, the Phoenix in Xiangxi was far from being a tourist attraction today. The ravine is a feature here, and it has been ruined. Isn't this kind of packaging adding soil to the soil? How can the product get out of the mountains? Many people have such doubts in their hearts.
In the end, the winery leaders chose to trust Huang Yongyu's design and decided to try this expensive rural style packaging.
Unexpectedly, Xiangquan wine has gradually opened up the market.
Huang Yongyu played an important role in it, and his strong recommendation of Beijing-flavored hometown wine was also one of the reasons. As far as the wine itself is concerned, the excellent quality of Xiangquan wine is memorable. In addition, in the era when glass bottle packaging dominated the world, the unique design and packaging of Xiangquan wine was like a handicraft, and the light wine bottle made people fondle it and had a high memory.
Four years later, when Huang Yongyu returned to his hometown again, the leaders of the brewery naturally made full use of their friendship. During the dinner, Huang Yongyu suddenly asked the winery whether it could produce better quality wine. Xiangquan wine is recognized by many people, and if it can be further developed on this basis, the market will be even bigger.
The owner values his hometown wine so much that the winery doesn't recognize it. Director Wang Xibing said there was no problem on the spot, and Huang Yongyu was also very happy, saying that he could design another package for the new product.
Just do it, everyone in the winery is trying to develop new products.
Huang Yongyu was unequivocal and soon designed a new package.
Everyone in the winery scratched their heads at first sight, because it was more rustic than the previous edition.
Where is the dirt?
The original red cloth hijab has been replaced by burlap hijab, and a hemp rope has been tied under it, which has become a pocket.
What makes the winery leaders gasp is the name of the wine. There is a piece of red paper in the middle of the bottle, on which are written two big characters "drunkard". There are four small seals in the back: the most wonderful.
Is it really good to call the name "alcoholic" the high-end wine that boss Fei has been trying to make? Who likes drunks? "Superb" sounds good, but is it an exaggeration? Xiangquan liquor brand has started initially, which sounds pretty good. Can you really do it with alcoholic liquor?
Although everyone has doubts, but with previous experience, they still choose to continue to believe in Huang Yongyu.
Who says artists can only bury themselves in art, and marketing is also appropriate?
In the 1980s, when everyone didn't know what marketing was, Huang Yongyu used his vision and knowledge to let Jiugui Liquor walk in front of the industry.
Today, after more than 30 years, the design of alcoholic liquor can be said to be more and more attractive. At first, the design of the sack that looks very earthy has a natural and simple feeling, and it is not out of date at all. The bottle body is becoming more and more exquisite, and many people collect it as a handicraft after drinking it.
The naming of alcoholic liquor has a strong regional culture in western Hunan and does not fall into the stereotype of local liquor naming. If it is always called "Xiangquan wine", it is obviously not conducive to opening up the national market.
Huang Yongyu also specially painted a picture on the outer packaging and wrote a poem to explain it. Painting is a painting of an alcoholic, an alcoholic carrying a jar; Poetry is also an alcoholic's poem: an alcoholic carries an alcoholic, and a thousand pounds is not heavy. An alcoholic drinks in ghosts, but a thousand glasses are not drunk. An alcoholic left Xiangxi and flowed all the way to Wan Li.
With such packaging, the name of an alcoholic is quite elegant.
Of course, this has something to do with Huang Yongyu's experience. He has been wandering around since 12 years old. He has set foot or lived in Shanghai, Taiwan Province Province, Hongkong and overseas, and his vision is naturally extremely broad. The winery has chosen the right person. I have to say that this is the artist's skill.
Coupled with the rich aroma of wine, the taste is rich, clear and maotai, and the word "excellent" has also been implemented.
This unique packaging and name, coupled with excellent quality support, made Jiugui Liquor a great success as soon as it was listed. The brand of alcoholic liquor started, and its sales increased steadily. 1998, the net profit even surpassed Maotai to become the second in the industry, second only to Wuliangye.
"The smell of wine needs to be shouted often." On the other hand, wine doesn't smell good, and it's useless to shout it again and again.
Luzhou-flavor liquor is a specialty of alcoholic liquor, and there are so many liquor brands. The uniqueness of Jiugui Liquor lies in its strong aroma-the combination of two flavors and three flavors. Luzhou-flavor Jiugui Liquor combines three flavor types: strong, clear and sauce, and can taste three flavor types: strong before, clear in the middle and sauce after.
Unique flavor comes from the brewing process.
The first is pit mud. Pit mud is the soul of liquor and the carrier of the growth and reproduction of liquor functional bacteria.
Pit mud in Xiangxi is the best in South China. The content of iron and calcium is low, the texture is fine, the viscosity is suitable, the water holding capacity is strong, and the PH value is about 6, which provides an ideal environment for the harmonious growth of microorganisms.
Followed by water resources. Jiugui Liquor was originally named Xiangquan Liquor. Xiangxi is rich in water resources. There are nearly 2000 rivers in Daxi River, most of which are pressurized mineral water, which is a high-quality water source for brewing.
Then there is the storage environment. There are many caves in Xiangxi Mountain. According to tests, there are as many as 3,800 natural caves.
Jiugui Liquor inherited the folk skill of hiding wine in Xiangxi, sealed in pottery jars and hidden in natural caves. Liquor stored in caves naturally evolves in the microclimate of caves. Because the temperature and humidity in the cave are basically stable, the aging reaction process of the wine body is stable and uniform. Over time, the wine is light yellow and green, full-bodied, soft and long, rich and fragrant.