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"The pursuit of a high level of stylish drinks and tipsy experience", so that drinking becomes a simple and happy thing, is becoming a new trend for YOUNG people to drink, and also become a key point for famous drinks enterprises to leverage new increments.

"YOUNG" is not only a new drinking method of liquor "tide drink", but also a new play of national tide, or a new interaction experience and new scene between the brand and young consumers and consumers with young mentality, but also a low degree new "tactical play method" launched by enterprises in line with "rational consumption and healthy consumption". Famous wine enterprises expand the stock and activate the increment through immersive interactive experience and launch new fashionable drinks.

From March 16th to 19th, Wuliangye, with the theme of "Wuliangye, The YOUNG drink", launched a special "Wugu Roni" cocktail to unlock a fancy new drink with visitors.

From March 16 to 20, "Luzhou Laojiao · Cellar Main Festival" was held in the East district of Guixi Ecological Park, Chengdu, with intangible heritage blocks and a 360° immersive ring curtain show of Luzhou Laojiao. In the interactive area of Heat table tennis and other sports, the cellar owner can have a sports challenge with the Olympic champion Wang Tao and other sports giants.

During the 110th National Food and Drink Expo, the "2024 Fenjiu City Tour Plan" was launched in Chengdu, featuring handmade experiences, musical performances, delicious snacks, special drinks, desserts, cultural and creative products and fun interactive activities at the "Creative Market".

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It can be seen that Wuliangye, Luzhou Laojiao, Fenjiu and other famous drink enterprises all focuse on eat and drink fun experience and tide drink tasting experience together, and constantly promote the diversified development of alcohol consumption, young expression and multi-scene experience, in order to compete for consumers' "first bite of wine".

Data from the National Bureau of Statistics show that from January to December 2023, the production of liquor by enterprises above designated size in the country was 4.492 million liters, a decrease of 2.8% year-on-year. Through the horizontal comparison of the data, it can be seen that this is the seventh consecutive year of decline in the production of baijiu above the national scale, compared with the peak of 13.5836 million liters in 2016, the output of baijiu enterprises above the national scale in 2023 has fallen by more than 60%.