Liquor selling health should first promote lifestyle revolution
In recent years, the concept of "health" has been widely recognized and has the potential to start a prairie fire since it was first proposed by the author in the wine industry. However, the development trend has increasingly deviated from my original intention, which makes me quite worried. I was asked about it by a famous wine company this spring. I think it is necessary to stand up and explain and correct the deviation, otherwise it will be used by those people on the scene and the operation will be rotten.
There is no absolute health, only relatively better. Therefore, liquor health is reflected in several aspects:
1、 To increase beneficial elements is to increase health. For example, ginseng wine for people with deficient cold constitution, tiger bone wine for traumatic injuries, and Shibu Daquan wine for nourishing yin and Yang. It should be pointed out that there are many kinds of such liquor all over the country. Zhizhong liquor in the Yangtze River Delta, Guilingji liquor in Shanxi and lugui liquor in Hainan are all historical and regional famous brands;
2、 Reduce harm and increase health. It can be the result of some process innovation or quality control link, or it can be the product of some chemical addition, physical mixing and raw material texture control, such as solid-state fermentation versus new process blending wine, aging versus new wine, targeted addition of Chinese herbal medicine, hedging of harmful substances in wine and human body, etc;
3、 To reduce excess marketing is to increase health. This is the most difficult point to understand. The common "three highs" are typical diseases of wealth. We need to reduce the intake of these substances in our diet and dissolve them with other substances, so as to be beneficial to human health;
4、 Healthy lifestyle. Generally speaking, it means "drink better, drink less, drink at the right time, and drink less stereotypes", "rational drinking, healthy toasting, and healthy drinking" are the most difficult in reality. News like "brother Jiujin" and "brother Shijin" always break out from time to time, mainly due to the wrong guidance of businessmen and public opinion on lifestyle.
The Chinese culture is broad and profound, and the ancient ancestors have long had wonderful descriptions and reminders about white wine. Mr. panxingxiang, a Chinese wine master, inheritor of yellow rice wine technology and deputy general manager of tapai distillery, made a classic discussion on the four words of "alcoholism, drunkenness, mellowness and timeliness", which reflect the drinking lifestyle, and it is worth reading.
Alcoholism is drinking aggressively, without restraint or restraint. Of course, it doesn't care about the quality of the wine. It seems heroic, but it's actually vicious and full of banditry. It can't be on the table after all.
Drunk is to drink to death until you are as drunk as mud. There are several kinds of drinking methods in the history books: one is that drinking harms the country; One is a general who indulges in wine and delays his fighter. Of course, there is also bitter wine like the Seven Sages in the bamboo forest who use wine to avoid disaster.
The above-mentioned drinking methods are by no means the way of birth. It is obviously irrational and unhealthy. It is also the root cause of social rejection and public condemnation of alcohol.
But in panxingxiang's view, wine, as a product of microbial fermentation, naturally has the function of being beneficial to health, but the premise is appropriate, timely and appropriate. These experiences have been summarized by our ancestors as early as the invention of words, but are not well known by the general public, such as "alcohol" and "time".
"Alcohol" means enjoying drinking. On the right side of alcohol is the word "enjoy", which can be split into "one", "mouth" and "son". You can taste the taste of the wine thoroughly and enjoy the spiritual pleasure when you are drunk. While "Zi" indicates that the offspring are full, that is, healthy, longevity and offspring reproduction. Of course, the Chinese civilization, which is famous for its etiquette, can not live without wine.
The traditional Chinese character of "Shi" is "Shi", which can be disassembled into day, earth and inch, respectively representing the time of day, geographical advantage and human harmony. The secret of wine making technology is all in it. As the saying goes, wine should be made according to the time. For example, why is yellow rice wine best brewed in winter? He used the water quality change curve of Jianhu Lake, the ecological change curve of Shaoxing compiled by the ancients and the Shaoxing wine brewing season to prove one by one. It is well-known that the land and water in one place nourish the life in the other and make good wine in the other. Wine making is an intensive processing industry of agricultural products. Under different ecological environments, not only the crops growing are different, but also the climate, soil and water, and even the microbial community are different. The microenvironment suitable for wine making is naturally different. However, the wisest one is "inch", that is, the winemaker uses his skillful brewing skills to grasp the measure to meet the climate and geographical conditions.
In fact, the "Shi" mentioned by panxingxiang is also suitable for drinking. The ancients said, "wine is the same thing, so it is the good and evil of human nature." they also said, "those who drink and eat are happy." these metaphysical drinking concepts are all closely related to the "time" of drinking. When drinking, drink different wine in different seasons. Everything flourishes in spring, and all kinds of wine are suitable. Beer is used to relieve the heat in summer, yellow rice wine is used to supplement in autumn, and white wine is used to keep out the cold in winter; The amount of drinking during the day and at night is different, and Youshi is also called the most suitable time for drinking by experts. Drinking local wine in different places is not only a consumption of local humanities, but also in line with the concept of healthy drinking and ecological consumption. And "inch" is a very direct expression that drinking should focus on time, place, body, amount and moderation, rather than indulge in excessive drinking.
Originally, we eat food to obtain life sustaining nutrients from nature, but the proliferation of new craft liquor as the representative makes the food industry tend to be subdivided into food chemical industry, which is also the fundamental reason for the generation of liquor consumers. Breaking the old rules and customs, changing customs, advocating new lifestyles including drinking good natural wine, paying attention to rational drinking, healthy toast and so on are definitely the first choice for the construction of liquor health. It is hoped that colleagues from all walks of life will make joint efforts to resolutely get rid of the problems of vested interest groups and spread the real positive energy of the industry through positive viewing and listening.