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浓香修订新标准 中国白酒再现独特魅力!

2020-10-09 08:05  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

RIQIAN,GUOJIABIAOZHUNWEIZAIQIGUANFANGWANGZHANFABULEGUANYU《BAIJIUGONGYESHUYU》DENG11XIANGTUIJIANXINGGUOJIABIAOZHUN(BAOPIGAO)GONGKAIZHENGQIUYIJIANDETONGZHI,XIANGQUANSHEHUIGONGKAIZHENGQIUYIJIAN。QIZHONG,YOULIANGDABIAOZHUNSHEJIBAIJIUXINGYE:《BAIJIUZHILIANGYAOQIUDI1BUFEN:NONGXIANGXINGBAIJIU(BAOPIGAO)》YU《BAIJIUGONGYESHUYU(BAOPIGAO)》。

GENJUHUAXIAJIUBAOJIZHESHULI,CICIBAOPIGAOZHONGZAINONGXIANGXINGBAIJIUBIAOZHUNMINGCHENG、DINGYI、LIHUAZHIBIAO、GANGUANDENGFANGMIANJINXINGLEXIUGAIWANSHAN。CICIGUANYUNONGXIANGXINGBAIJIUGUOJIABIAOZHUNDEXIUDINGYEJIANGHUIDAIDONGQITAXIANGXINGBAIJIUBIAOZHUNDEXIUDING,DUIJINYIBUWANSHANWOGUOBAIJIUJISHUBIAOZHUNTIXI,JUYOUSHIFENZHONGDADEYIYI。

业内人士分析认为,此次新标准的修订结合了国家标准体系建设方向、白酒行业发展面临的问题、消费市场的需求以及监管难易程度等因素综合考量,让浓香型白酒的定义、理化指标要求更加科学、合理,有效地解决了原有标准中不合理的地方,进一步规范了白酒行业的持续、健康发展。

01

白酒名称直译

ZAICENGJINGDEGUOJIABIAOZHUNGB/T 10781.1-2006ZHONG,NONGXIANGXINGBAIJIUDEYINGWENMINGCHENGWEI“strong flavour Chinese spirits”,XIUDINGHOUDEBIAOZHUNJIANGQIYINGWENMINGCHENGGAIWEI“nongxiangxing baijiu”。CONGYIYIDAOZHIYIDEZHUANBIAN,MUDESHIQIANGDIAOBAIJIUDECHUANTONGDIWEI,TONGSHIMINGQUEDEMINGCHENGFENLEIGENGLIYUBAIJIUGUOJIHUADETUIJIN。

中国白酒金三角酒业协会市场部部长罗鸣认为,浓香型白酒从音译到直译,充分强调白酒的传统地位,有利于白酒国际化推广,辨识度更高,体现了白酒行业开拓国际化进程中的文化自信,“nongxiangxing baijiu”和“baijiu”是中国白酒的标志,更是一种酒文化自信,代表着以中国白酒为代表的中国传统文化和生活方式的世界展示。

TONGSHI,CICIXIUDINGHAIJIANGYUAN《NONGXIANGXINGBAIJIU》DEBIAOZHUNMINGCHENGXIUGAIWEI《BAIJIUZHILIANGYAOQIUDI1BUFEN:NONGXIANGXINGBAIJIU》,QIZHONGDIANZAIYUZENGJIALE“BAIJIUZHILIANGYAOQIU”DEZHEIYIXIANDINGMINGCHENG,BIAOZHUNNEIRONGZHONGJIANGBUZAIHANYOUANQUANZHIBIAO。GENJUGUOJIABIAOZHUNXIUDINGFANGXIANG,ZHEIJIKENENGYIWEIZHEJIANGLAIGAIBIAOZHUNZHISHIYONGYUDUIBAIJIUZHILIANGDEYAOQIU,ERBUNENGZHIJIEJIANGQIZUOWEICHANPINDEZHIXINGBIAOZHUN,XUYAOQIYEZHIDINGZIJIDEQIYEBIAOZHUN,BINGJIANGANQUANZHIBIAONANGKUOJINQU。CIWAI,YIHOUXINXIUDINGHUOZHEZHIDINGDEBIAOZHUNDOUZHUBUHUIYIZHEIZHONGFANGSHIJINXINGMINGMING。

02

理化指标优化

ZAINONGXIANGXINGBAIJIUDINGYIZHONG,XINBIAOZHUNDINGYIWEI“YILIANGGUWEIYUANLIAO,CAIYONGNONGXIANGDAQUWEITANGHUAFAJIAOJI,JINGNIJIAOGUTAIFAJIAO,GUTAIZHENGLIU,CHENNIANG、GOUDIAOERCHENGDE,BUZHIJIEHUOJIANJIETIANJIASHIYONGJIUJINGJIFEIZISHENFAJIAOCHANSHENGDECHENGSECHENGXIANGCHENGWEIWUZHIDEBAIJIU。”CICIXIUDINGZAIDINGYIZHONGBUZAIQIANGDIAOJISUANYIZHIWEIZHUTIFUHEXIANG,ZENGJIALE“NONGXIANGDAQU”“TANGHUAFAJIAOJI”“NIJIAO”DENGGUANJIANCI,GENGJIAYANGEDIJIANGGUTAIFABAIJIUYUGUYEFABAIJIU、YETAIFABAIJIUJINXINGLEQUFEN;TONGSHI,JIANGJIUBIAOZHUNZHONGDE“GOUDUI”GAICHENG“GOUDIAO”,GENGYOUYIYUXIAOFEIZHEDEZHENGQUELIJIE。

LUOMINGBIAOSHI,“NONGXIANGDAQU”“TANGHUAFAJIAOJI”“NIJIAO”DENGGUANJIANCIDECHUXIAN,JIANGGENGJIAQIANGDIAOCHUANTONGNIANGZAOGONGYI,TONGGUOQIANGDIAOSUOYONGDETANGHUAFAJIAOJILEIXING、FAJIAOSHEBEI,BUJINWANQUANZHANXIANLENONGXIANGXINGBAIJIUDEGONGYITEDIAN,YEZHONGZAIXIANGXIAOFEIZHECHUANDIZUOWEIZHONGGUOBAIJIUJINGSUIDEGUTAIFAJIAOBAIJIUNIANGZAOFANGSHI,TONGSHI,DUISHIXIAXIAOFEIZHEGUANZHUDEGUTAINIANGJIU、GUYENIANGJIU、YETAINIANGJIUJINXINGQUFEN,RANGZHIXINGZHEGENGJIATIEJINXIAOFEIZHE,LIYUXIAOFEIZHEDEZHENGQUELIJIE,CUJINNONGXIANGXINGBAIJIUDEJIANKANGFAZHAN。

TONGSHI,XINBIAOZHUNZHONGZENGJIALESUANZHIZONGLIANGHEJISUAN+JISUANYIZHI,GENJUNONGXIANGXINGBAIJIUYANGPINDEJIANCESHUJU,BINGFENBIESHEZHILENONGXIANGXINGBAIJIUGAODUJIU、DIDUJIUYOUJI、YIJIDESUANZHIHANLIANGYUJISUAN+JISUANYIZHIHANLIANGBIAOZHUN。

SICHUANYUANKUNJIAOYUKEJIYOUXIANGONGSILIANHECHUANGSHIRENJIANJISHUZONGJIANZOUQIANGJIESHAO,ZHIHEYOUJISUANSHIBAIJIUZHONGZHONGYAODECHENGXIANG、CHENGWEIWUZHI,RANERBAIJIUZAIZIRANCUNFANGXIA,SUANHEZHICHUYUDONGTAIDEPINGHENG,BINGCUNZAI“SUANZENGZHIJIAN”DEKEGUANGUILV,ZHEIKENENGDAOZHIBAIJIU(YOUQISHIDIDUBAIJIU)ZAIZHANGQICUNFANGXIAZONGZHIBUFUHECHANPINDEYAOQIU。WEIJIEJUEZHEIYIWENTI,XINXIUDINGDEBIAOZHUNDUIZISHENGCHANRIQI1NIANYISHANGDECHANPINDELIHUAZHIBIAOYI“SUANZHIZONGLIANG”HE“JISUAN+JISUANYIZHI”WEIZHUN,ERZISHENGCHANRIQIYINIANNEIDECHANPINZHIXINGDELIHUAZHIBIAOYAOQIUBINGWEIGAIBIAN。ZHEISHIBIAOZHUNXIUDINGYUSHIJIANXUQIUXIANGJIEHEDETIXIAN,CONGERRANGXINXIUDINGDENONGXIANGXINGBAIJIUBIAOZHUNGENGJIAKEXUE、HELI。

03

感官描述完善

CICIXINBIAOZHUN,XIUDINGLEGANGUANYAOQIU,ZAIGANGUANYAOQIUFANGMIAN,XINBIAOZHUNDUIGAODUJIUGANGUANYAOQIUHEDIDUJIUGANGUANYAOQIUZAI“SEZEHEWAIGUAN、XIANGQI、KOUWEIKOUGAN、FENGGE”DEXIANGGUANMIAOSHUJINXINGLEXIUGAI。

ZOUQIANGBIAOSHI,MUQIANXIAOFEIZHEXUYAODECHANPINBINGFEIHANJISUANYIZHIYUEGAOYUEHAO,XIAOFEIZHEDUIBAIJIUDEXUQIUSHIROUHEDE、CHUNHOUDE、SHIKOUDE,BINGQIEDUIGEZHONGLIHUAZHIBIAOSUODAIBIAODEHANYIBINGBUQINGCHU。XINBIAOZHUNDESHISHI,SHOUXIANSHIDUICHANPINYOULEGENGJIAHELI、KEXUEDEGUIFAN,RANGXIAOFEIZHENENGPINYINDAOFENGWEIGENGJIADUOBIANDENONGXIANGXINGBAIJIUCHANPIN,JIYULESHENGCHANQIYEJIUTISHEJIDEFAHUIKONGJIAN,JIFAQIYEKAIFASHENGCHANCHUFUHEXIAOFEIZHEXUQIUDEYOUZHIHAOJIU。QICISHIKEYIBANGZHUXIAOFEIZHEJIANLIDUIBAIJIUGAOPINZHIDEGANJUE、GANZHIHEGANWU,TIHUIDAOZHONGGUOBAIJIUDEDUTEMEILI。

对于此次标准修订,罗鸣表示,此举将推动白酒行业技术和工艺的进步与创新,例如部分企业为追求理化指标,在产品风格上重香不重味,不时出现以次充好的现象,而此次修订则促使企业科学规范生产;同时,此次修订也将促进团队标准与企业标准的发展建设,企业应在该标准基础上满足市场发展规律,充分建立起自己的企业标准,高标准、严要求规范生产,为自身品牌服好务;从整体来看,新标准也进一步为消费者诠释了什么样的酒才是健康、绿色好酒,对于企业来说也是一个发展契机,紧抓高质量发展,开发出更优更好的美酒产品,满足消费者美好生活的需求,促进行业高质量发展。

02

营销助力掘金酱酒“富矿”

RUJIN,ZAICHANQUBIAODA、PINZHIBIAODADEYUJINGXIA,BUJINYOUCHUANJIANG、GUIJIANG,ZAIBEIFANGZUIDADEJIANGJIUCHANQU——YIYUNMENCHENNIANG、GUBEIYUAN、JINGYANGGANGLAIMAO、XIANGJIUDENGWEIDAIBIAODELUPAIJIANGXIANGZHENGZAIJUEQI,JUEJINJIANGJIUZHEIYI“FUKUANG”。

2020年,从香型集中度看,茅台引领下的川酱、贵酱企业南下、北上,就是要提升产区影响力,提升品牌影响力,为品牌赋能,扩大品类的影响力,提升品牌的溢价能力。

JUNPINXIJIUTIYANGUAN、GUOTAI、DIAOYUTAIDENGJIANGJIUTIYANGUANJIUZAIWOMENSHENBIAN。

“LIYONGYUNMENJIUYEDEYUNMENJIUDAOGUAN,HAIYOUYUNMENJIANGJIUPINJIANSHENGHUOGUAN,ZHUYAOSHIWEIYINGXIAOJIAJIEB、CLIANGDUAN,WEIBDUANDEJINGXIAOSHANGFUNENG,WEICDUANKAIZHANSHENDUDETIYANYINGXIAO。2012NIAN,YUNMENJIUYEZAISONGCHENGDAZAOLEDIYIGEJIUDAOGUAN,MUQIAN,WOMENZAIQUANGUOGEDIYIBUJUGUIMOYISHANGDEJIUDAOGUAN37JIA。”SHANDONGQINGZHOUYUNMENJIUYE(JITUAN)YOUXIANGONGSIFUZONGJINGLITANGSHULINDUIJIANGJIUTIYANGUANDEJIEDU,YESHIZHONGDUOJIANGJIUPINPAIJIECHUXIAOFEIZHE,RANGXIAOFEIZHEXIANHEQILAIDECHUZHONGSUOZAI。

DUICI,BEIJINGZHUOPENGZHANLVEJIGOUCHUANGSHIRENTIANZHUOPENGZHICHU,XINLINGSHOUSHIYIGECHAOJIFENGKOU,SHIJIUYEDEFENGKOU,JIEJUELERENHUOCHANGDEWENTI,SHIYIXIAOFEIZHEWEIZHONGXIN,GOUJIANSHUJUHUAFUNENGDEFANLINGSHOUXINGTAI,JIUSHIMENDIAN+SHEQUN+XINJISHU,XIANSHANG、XIANXIADOUYAOLIXIAOFEIZHEHENJIN。

DIAOYUTAIGUOBINJIUYEGONGSIZONGJINGLIDINGHUAIYUANBIAOSHI:“MUQIAN,CHISHUIHELIUYUDADAXIAOXIAODEJIANGXIANGXINGBAIJIUQIYEYIJINGKAISHIZHONGSHISHICHANG、GUANZHUSHICHANG、XUEXIYINGXIAO。TONGGUOCEHUAYINGXIAOJIGOUDEBANGZHU,MANMANDIZOUXIANGLESHICHANG。”

可以预见,在酱香型品类市场集中度提升的同时,头部产品的竞争也将愈发激烈,酱香风口之下,千元价格带的高端、次高端卡位争夺不可避免地陷入鏖战,谁将C位出道?市场会给出答案。

    关键词:浓香 白酒  来源:华夏酒报  佚名
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