No regrets ninety-two

Chapter 443 Puree Wine

In China, the liquor industry has always been a profiteering industry.

According to statistics in 2016, well-known Chinese liquor brands, such as Moutai, Wuliangye, Yanghe, etc., generally have a net profit rate of more than 30%, and Kweichow Moutai is as high as 52%.

What is this concept?

For example, the most lucrative tobacco industry in the United States has a net profit margin of only about 30%, while the net profit margin of foreign alcohol brands is only about 20%. Companies like Apple, Google, and Microsoft can only reach 22% about.

It can be said that, except for the tobacco industry, there is basically no other industry that can match the huge profits of the liquor industry.

Naturally, there are reasons why the liquor industry can be so profitable.

The first is the prevalence of Chinese wine culture.

In China, baijiu has never lacked a mass base since ancient times. In the texts when I was a child, I learned Li Bai's "Hu'er will exchange for fine wine, and I will sell the eternal sorrow with you", and baijiu has become an indispensable element of Chinese-style gatherings .

Secondly, the production cost of liquor is low, and it is easy to charge a premium.

This is critical.

In the liquor industry, there has always been a saying that three catties of grain is one catty of wine, and this one catty of wine refers to puree wine with 65 degrees.

After blending, one catty of liquor with a degree of about 50 degrees only needs about two and a half catties of grain.

What is this concept?

For example, in 92, the price of a bottle of Wuliangye per catty was about 45 yuan, while that of Moutai was as high as 90 yuan.

How much is their food cost?
In 92, the price of one hundred catties of rice was about 25 yuan, that is to say, the price of three catties of rice was only 0.75 yuan, which was the grain cost of one catty of liquor.

Even if labor, equipment depreciation, and other expenses are added, it will generally not exceed three to five yuan.

This premium is simply skyrocketing.

Moreover, baijiu is storage-resistant, and the longer it is stored, the more fragrant it is, and the longer it is stored, the easier it is to pay a premium.

The last point is that the brand premium factor is very high.

For example, at the same cost, a bottle of Xiangshui Daqu can be sold for only a few yuan, but Wuliangye can be sold for 50 yuan.

That's what branding does.

In fact, in the mid-to-late 90s, many local liquor brands that were not well-known before became well-known throughout the country through advertising, such as the 1995 CCTV Biaowang Kongfu Banquet, 96 and 97 Qin Chi , including Yanghe, Jiannanchun, etc. whose advertisements were flying all over the sky.

This is why Wu Xiaozheng attaches so much importance to the winery.

For the majority of drinkers in China, they can’t accurately tell the quality difference between wine and wine. Under such circumstances, they usually drink whichever is famous and expensive, and the proportion of blind obedience is very high. .

Under such circumstances, Wu Xiaozheng can completely promote his own liquor brand through advertising.

The most critical factor is the puree wine from the Xiangshui County Winery.

In later generations, the reason why so many people miss Xiangshui Daqu in the early years is that Xiangshui Daqu is a real pure grain wine, which is not spicy, not hot, and has no stamina.

The reason for the poor taste is not that its puree wine is not good, but that its blending technology is not good enough.

As soon as we talk about puree wine and blending technology, we have to talk about the development history of the liquor industry in New China.

Before the 60s, all Chinese baijiu was basically pure grain wine, which was distilled after fermentation with koji.

The distilled grain wine is puree wine before blending and dilution.

After the 60s, China's food supply was tight.

In order to save food for wine making, many wineries add flavoring and seasoning substances with edible alcohol to simulate the taste of traditional puree wine.

After entering the 80s, puree wine once disappeared, and the technology of blending liquor became more and more mature and became popular.

These blended wines are blended with edible alcohol and other chemicals, also known as new liquor.

It was not until after 2000 that puree wine was recognized by the majority of wine drinkers for the second time, and the reason for being recognized was that blended wine was popular, and there were once some wineries that used industrial alcohol to blend, resulting in a large area of ​​liquor. Serious incidents of poisoning.

After extensive publicity by the media, the majority of wine drinkers realized that they had been drinking blended wine with little nutrition.

Only then did everyone know that puree wine is the real good wine.

Compared with the new craft liquor, it has rich aroma, sweet taste and mellow wine taste, and the wine contains amino acids, oligosaccharides, organic acids and multivitamins, and its nutritional characteristics are remarkable.

And after drinking, it does not get on the head, and it is less irritating to the body.

This is why many people in later generations miss Xiangshui Daqu, because since the 80s, Xiangshui Daqu has been brewed as a real grain wine.

But puree wine does not mean real good wine.

The real good wine is the brand wine that has been specially blended to adjust its taste and strength. This is what Wu Xiaozheng is planning to do now.

And the reason why Wu Xiaozheng still refused to tell Yang Guiping directly and specifically was because he still needed to find someone else.

This is a real wine fanatic and a real puree bartending master.

It was only in this era when the new type of liquor prevailed that the master bartender was still very frustrated. It was not until 2002 that his fortune began to change and he became a top master in the field of puree wine blending.

In his previous life, Wu Xiaozheng met and got to know this master by chance, and thus heard about his miserable situation in the 90s.

Now Wu Xiaozheng's key task is to find out this future top training master and let him help Chef Wu create a top liquor brand.

Hehe, the winery almost deducted the old puree wine as wages. It is really in Baoshan that you don't know the treasure.

Let Chef Wu pick up this treasure!
Moreover, Wu Xiaozheng has to pick it up openly as a savior, because only he has the ability to turn waste into treasure.

This is the most critical factor in creating value.

Speaking of it, it seems that Wu Xiao is taking advantage of the state-owned enterprises, but this cheap Wu Xiaozheng can take advantage of it aboveboard.

This is fundamentally different from taking advantage of the country by saying hello to the old man.

"Brother Yang, you must say hello to the winery. Before I go to see it, you must not touch these puree wines, otherwise no one will be able to save the winery!"

Wu Xiaozheng urged again.

In any case, regardless of whether the future top training master can be discovered as soon as possible, Wu Xiao is going to order these puree wines.

After all, the more you store the puree wine, the more fragrant it is, and the more valuable it is. Maybe Chef Wu will be able to sell high-priced five-year-old, ten-year-old, or even 20-year-old wine in the future.

This is definitely another top pillar industry of Chef Wu.

After receiving Yang Guiping's affirmative answer, Wu Xiaozheng raised another question.

"Brother Yang, do you know about Tian Scarzi at the vegetable market?"

(End of this chapter)