Drinking a small drink has become a new way of life for modern women.
The fruit wine market is developing rapidly. The CBNData report shows that consumers’ acceptance of fruit wine has continued to increase. In the past two years the growth rate of consumption amount has been above 50%.
Among them, women are the main consumers of fruit wine. Drinking a little bit has become a new lifestyle for modern women. Different from the traditional male-dominated business scene, the drinking preferences of female users are: Low-level, healthy, and high-value, mostly appear in the social scene of friends and girlfriends gathering, and fruit wine meets these needs well.
Because of the optimistic consumption potential of Huaguo wine, many new Internet brands have emerged in the market in recent years, such as the previously reported ice Green , and listen to the wind chant , etc .; traditional brands have also launched high-value fruit wine products For example, Maotai Youyou series fruit wine, Wuliangye Xianlin green plum wine, Luzhou Laojiao peach blossom drunk, etc.
Fan Zui Hua Ting, introduced today, was established in 2016 and is also a brand of freshly brewed flower and fruit wine. For female users aged 20-40, the drunken flower pavilion focuses on girlfriends and couples gathering scenes. The product adopts the pure fermentation process of flowers and fresh fruits, achieving the product characteristics of no addition, low degree, slightly sweet and good entrance.
Co-founder Zhang Fujun told us that, unlike Baijiu ’s business attributes, fruit wine is actually more perceptual, so when the product is created, Drunk Flower Pavilion also pays more attention to the scene and atmosphere. Fan Zui Pavilion is packed in a Chinese hip flask, and each wine is accompanied by a poem, Correspond to different scenes and moods.
Drunken Flower Pavilion Flower and Fruit Wine
The first fruit wine of Fan Zui Hua Ting was launched in October 2017, currently Keeping the quarterly update, there are now more than 50 models, among which peach wine, rose wine, lychee wine, and plum wine are the popular models of Fantai Huating. In terms of pricing, a pot of half a catty of fruit wine is 49-59 yuan, and a catty of 99-129 yuan.
At present, the competition of online flower and fruit wine brands is already fierce, but there is no strong brand yet. In fact, 90% of alcohol consumption comes from offline. In most cases, drinking is an immediate requirement, and offline scenes are very important. Therefore Drunken Flower Pavilion decided to cut from the line The experience and differentiation of brand building.
The location of the Chinese Izakaya in Fan Zui Hua Ting is located in the first-line commercial area, between 100-150 square meters, which undertakes the functions of scene experience and cultural output. The store ’s main national culture atmosphere, many traditional Chinese mini-games, such as guessing riddles , Cast pot, flying flower order, etc. In recent years, the Hanfu culture has risen. The Drunk Flower Pavilion will hold various Hanfu activities. The second element of the store will wear Hanfu to toast at each table. The store also provides consumers with Hanfu and photo services.
