Liquor packaging combines innovative tradition and fashion

[Chinese Packaging Network News] Wine, in the long history of human culture, it is not only an objective material existence, but also a symbol of culture, that is, the spirit of wine. And forgetting about life and death and honor and disgrace is the essence of Chinese Dionysian spirit.

Wine industry young wine was popular, Langjiu, Luzhou Laojiao, Hengshui Laobaigan have developed a small version of the MoE, wine packaging industry chain is also following the trend, Meng packaging, fashion packaging became popular. However, many people in the industry have stated that young liqueurs cannot carry the culture of liquor for thousands of years. So, how can the beverage packaging industry comply with young fashion trends and inherit the indispensable cultural heritage of liquor?

Professionals in the industry have shown that, first of all, the emergence and prevalence of young wine is a consumption culture phenomenon. It reflects the changes in the structure of consumer demand in the context of the new era, or that it is itself the result of changes in the structure of the consumer's demand. Therefore, we must respect and value this change.

Secondly, the young and fashionable consumer trends and the deep cultural heritage of liquor are not in conflict with each other. On the contrary, they can be integrated and united in young wine. We cannot separate the form and essence of liquor consumption. Liquor as a non-essential necessities, no matter how the consumption methods and drinking habits change, the nature of their consumption cannot be separated from the wine culture. Therefore, whether young wine can carry the Millennium wine culture is actually a false proposition. The current problem of young wine is that cultural innovation lags behind formal innovation, and the new consumer form lacks the sense of the times, and it is scattered and uncertain.

Finally, with regard to wine packaging, following the above analysis logic, it belongs to the category of drinks. Its core functions are divided into two levels. The first level is to arouse consumers' attention and interest, narrow the distance with consumers, and make necessary preparations for consumers' purchase behavior. The second level is to reflect the product personality and brand connotation from the image, echo with other forms of wine culture communication and brand communication activities, form a linkage relationship, and strengthen the overall communication effect. Therefore, we must consider packaging as an organic part of marketing communication, and at the same time, we must not generalize the functions of packaging. The role it plays for the dissemination of wine culture depends on the input of other forms of communication. As long as the packaging can effectively perform the above two functions, it is to play a role in the dissemination of the wine culture.