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水井坊升级品牌战略 “600年传承”走上高端路线

2017-09-13 15:07:23   中国经济网

经济日报-中国经济网北京9月13日讯 (记者 吴晓薇)“一坊、一心、一艺”传承600年酿酒文化。9月12日,水井坊正式宣布,品牌沟通战略从“匠艺匠心”升级为“600年传承的坊、艺、心”,并将设立专项公益基金保护我国文化遗产。

 图为水井坊太庙“天工御宴”现场 经济日报-中国经济网记者吴晓薇 摄

600年保存完好的水井街酒坊,沿用至今的水井坊酒传统酿造技艺,8代酿酒大师酿造至臻佳酿的匠心共同构成了“600年传承的坊、艺、心”的最新品牌战略。四川水井坊股份有限公司总经理范祥福表示,“如果只讲‘匠心匠艺’的话,每一个品牌都可以,并不是水井坊独一无二的。”

“中国还有很多文化遗产处境并不乐观,保护与弘扬中国传统文化任重而道远。希望借着水井街酒坊传承600年的经验,助力更多文化遗产活化新生。”范祥福说,水井坊将设立专项公益基金,让越来越多的传统文化遗产可以继续传承下去。

在传承文化的新品牌战略背景下,水井坊有意重返高端市场。经济日报-中国经济网记者注意到,在此前披露的半年报中水井坊曾透露,下半年将继续调整和升级产品结构,在现有产品的基础上推出更加高端化的产品,不断丰富产品线,持续强化品牌高端形象。

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