What is the brand personality of Shaoxing wine?(2)

What is the brand personality of Shaoxing Wine? This question can be analyzed from the direct and indirect perspectives. The direct elements include the characteristics of Shaoxing wine, the development history, the environment and so on. The indirect elements include the image of users, the advertising style and so on. As for the characteristics of Shaoxing wine, it is amber, mellow, soft, sour, sweet, bitter, astringent and fresh, which is known as the symbol of the golden mean in China. Shaoxing wine is rich in 21 kinds of amino acids and various trace elements because it is brewed with pure grains. With its health quality, Shaoxing wine has become China's state banquet wine.

The brand personality of Shaoxing wine, in addition to material attributes, is more related to cultural attributes. Shaoxing wine has a history of more than 2500 years, and has been favored by scholars of all dynasties. For example, Wang Xizhi's floating wine cups, Wang Yangming's drinking wine while paddling a boat in the West Lake, Qiu Jin's exchanging the marten for wine, and Feng Zikai's Baima Lake wine party are all related to Shaoxing wine. Therefore, Shaoxing wine has become a byword for elegance. Mr. Zhou Shuzhen, a great collector in the period of the Republic of China, said that Shaoxing wine had the highest quality among all kinds of wine. Most of the formal banquets in Beijing are treated with Shaoxing wine.

If we want to compare Shaoxing wine to a person, I think he is a elegant gentleman, and a low-key, gentle and happy old friend. He is a witness of good life and a companion of happy moments. With him, our life is more optimistic, poetic and oriental. Of course, we should build and spread the brand image of Shaoxing wine in the new era to make more people fall in love with Shaoxing wine.