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A group of college students are searching for "flowers in white wine" on the tips of their tongues. In addition to young people majoring in agriculture, more people from Peking University, Tsinghua University, Ningxia University, Sichuan University of Light Industry, Guilin Tourism Institute, etc., are looking for "spring in white wine."

In the circle of friends of Fire Xingsan, secretary-general of the Wine branch of the China Wine Association, since April this matter has made him fully forward 12 articles, that is, the 2024 China Wine Campus open class jointly launched by the China Wine Association and domestic producing areas, representative universities and enterprises. From the lunar "February 2" in Tsinghua to May 8, the wine public class has been to the fourth.

"Many people don't know that our country is a global wine producer and consumer. The opening of the wine course on campus can be called a 'new cultural movement' in China's wine industry." Senior media people to Ning concluded.

Cultivating potential consumers is a common practice for importing enterprises to enter the Chinese wine market. Now, Chinese companies are getting in on the act. According to the statistics of the Wine branch of the China Wine Association, the third Chinese wine open class reached a new high, 40 universities across the country actively responded, more than 2,000 offline college students participated, and more than 50,000 live viewers.

At the expanded meeting of the Wine Branch Council of the China Wine Association held in Luzhou this year, the squeeze on market share caused by the lack of popularization of wine was regarded as the No. 1 problem in the industry.

Making more young people aware of wine culture is a big step forward for the industry.

Wang Qi, executive director of the China Wine Association, said at this year's Great Wall Wine industry innovation conference, "Chinese wine should seize the opportunity period of 'low trend' and 'tipsy era', break the inherent impression of 'tall' in consumers' minds, really put down their stature, really return to the public, really enter the young consumer groups and glow with new vitality."

  Whether imported or domestic wine, work together to enlarge the entire category plate, is the most important direction of the Chinese wine market.