Shanghai Baijiu Over-Packaging Check Names Langjiu, Dukang and Xiaohutuxian: High-Aesthetic, Light-Luxury Style May Become the Next Trend

Another baijiu packaging spot-check has drawn industry attention; yet over-packaging is no new topic, reappearing in similar ways almost every year.

On May 9, the Shanghai Municipal Administration for Market Regulation posted its 2020 supervisory spot-check results for excessive packaging of alcoholic beverage products in Shanghai on its official website.

The check found that some liquor products from Sichuan Gulin Langjiu Distillery Co., Ltd., Ruyang Dukang Brewing Co., Ltd., Guizhou Xiaohutuxian Liquor Co., Ltd. and other producers were non-compliant.

The same results showed that 88 batches met relevant standards, including Guodian liquor from Guizhou Moutai Distillery (Group) Xijiu Co., Ltd., Xifeng liquor from Shaanxi Xifeng Liquor Co., Ltd., and Wulianghong strong-aroma baijiu from Yibin Wuliangye Co., Ltd.

Focus fell on four products that failed the packaging void ratio check: Longci Yuanjiang liquor (V50) from Jiangsu Lanhuaci Liquor Co., Ltd. (500mL; production date/batch 2018-08-28//); Langpai Tequ strong-aroma baijiu T6 Elite Edition from Sichuan Gulin Langjiu Distillery Co., Ltd. (500ml; production date/batch 2018-09-11//); Dukang No.1 strong-aroma baijiu from Ruyang Dukang Brewing Co., Ltd. (500ml; production date/batch 2018-04-19//); and Xiaohutuxian liquor (Diancang) from Guizhou Xiaohutuxian Liquor Co., Ltd. (500ml; production date/batch 2019-10-13//).

Today, baijiu packaging is a key identifier for products; it carries brand culture and also supports anti-counterfeiting, so distillers' attention to packaging is understandable.

Still, many packages have moved beyond their basic role and become flashy without practical value.

Over-packaging raises product costs, adds to consumer burden, and causes serious resource waste.

On baijiu over-packaging, government regulation and consumer feedback often pull in opposite directions. Over the past two decades, despite continued criticism, baijiu packaging has drifted further from minimalism, with luxurious formats featuring fine materials, exquisite design, and grand style seen almost everywhere.

Younger buyers are now shaping the market, and in an appearance-conscious era, they are more inclined to spend on products that look good.

In reality, the baijiu packaging market is diverse, and everything depends on consumer taste.

In recent years, some baijiu brands pursuing high-aesthetic and light-luxury styles have won young people's favor through refreshing, personalized packaging, which is worth learning from.

This is especially true for light-bottle liquors represented by Jiangxiaobai and Waizuiliang, or other liquor products with novel and fashionable packaging; their high-aesthetic, light-luxury packaging not only lowers costs but is also relatively popular among younger consumers.

Therefore, instead of a one-size-fits-all approach to over-packaging on the supply side, regulators might better follow the times by guiding social consumption trends on the demand side and actively promoting a simplicity-oriented consumption view.

Source: republished from China Packaging Network (pack.cn); original link: http://news.pack.cn/show-377375.html.