Where does the flavor of whiskey come from? The Royal Salute, which is full of tribute to craftsmanship, has accompanied the Queen of England from her coronation in 1953 to the present, and has always insisted on blending into works with rare whiskeys with a minimum of 21 years of age and becoming a flavor landmark in consumers’ brains. Knowledge enthusiast Qiu Defu and former Yahoo managing director Chen Jianming, who is now the CEO of marketing technology company adGeek Group and Intowow, are both engineering scholars. Qiu Defu continues to reach the top of engineering and implements the blueprint of an international architect; Chen Jianming left for marketing and found his goal of burning enthusiasm. Now he “tells stories with numbers” and touches the right brain of mankind with fascinating stories. This time, the two science professionals met “Royal Salute’s new 21-year blended grain whiskey “The King’s Diamond”. From the perspective of observation by data insights, together they truly deduce the emotional taste.
In the digital age, style creates trends
The success of a brand depends on whether it can continue to innovate and present a timeless style in the torrent of the digital age. In 1953, the Royal Salute gave birth to the first “Royal Salute 21 Years”, which moved the Queen of England and continued to become the world‘s highest blended whisky, laying the foundation for the status of the “King of Whiskey”. In recent years, it has rapidly evolved, changed, and innovated breakthroughs. The classic 21 years that have swept the world, the 21 years that opened a new round of blended malt whiskey, shocked the first 23 years of 100% Taiwanese DNA flavor, and now it has launched an epoch-making “normal” In the eyes of Chen Jianming’s marketing, he saw a perfect example of a successful brand across generations.
“Consumers are now very concerned about “expressing themselves with style”. Whiskey is a medium that represents the new luxury world.” Whiskey is a product full of artistic, subjective, and personal taste. Chen Jianming observed that Royal Salute successfully used the storytelling In this way, it drives the most exquisite “soul” of high-end brands, makes the new generation stunning, and can continue to touch those in their 50s or 60s who are more likely to have a “digital divide” taste. Chen Jianming recalled the royal salute on his father’s wine rack, which was collected in ceramics. Compared with today, the “King’s Diamond” used glass craftsmanship to surprise the two generations. He admired the royal salute for inheriting the royal classics and innovating boldly without burden.
In a digital age where heroes emerge from chaotic times, the Royal Salute launched “The King’s Diamond” to spark cross-generational discussions. This unconventional and frame-breaking spirit has made Chen Jianming quite in sympathy. He holds a master’s degree in mechanical engineering in the United States, but found that engineering can’t burn his enthusiasm, so he bravely turned from an engineer into the marketing battlefield. In 2014, he saw that the digital advertising environment was facing drastic changes. He left and stayed for nine years. YAHOO, from the helmsman of the portal website to become an entrepreneur, established marketing technology groups adGeek and Intowow to maximize the effectiveness of digital advertising for countless advertisers and websites; In the past two years, two technology marketing companies, Cyntelli and Atelli, have been established respectively to provide In addition to media advertising applications, companies also focus on data and AI, and apply them in all aspects of marketing.
Chen Jianming knows that only by mastering the brand-specific data can a good shot be made. Just as the Royal Salute is the first to sniff the drinker’s desire to explore, he knows that the mellow, elegant and hierarchical structure of the “high-age” top whisky can become a taste in the wine sea. The lighthouse allows the public to discover the touch of the ultimate craftsmanship.
The lighthouse in the wine sea, the insight of high vintage index
The slash engineer and whiskey drinker Qiu Defu wrote “The Book of Drinkers”, “The New Edition of Whiskey Studies” and other books, leading consumers to find the true way under the marketing package in the wine sea. He described it as “the rise of the unsung hero.” For many years, the grain whiskey, which has been mainly used as a blend with single malt, finally “surfaces” and allows the world to see the rare value of its high age, as a metaphor for architecture, as The posthumous work of Zaha Hadid, the construction queen, the Tamkang Bridge, which is expected to be completed in 2024, must be implemented by an engineering team to overcome the problem of “the world‘s longest single-tower asymmetric cable-stayed bridge”. The key lies in the depth of 100 km under the tower. The foundation pile of the ruler, as in the world of whisky, we often only taste the tip of the iceberg. Royal Salute’s “King’s Diamond” is a rare high-age pure grain whisky on the market, but it is also “normal” and has surpassed the expectations of global alcohol fans.
In addition to marketing packaging, Chen Jianming and Qiu Defu saw the absolute value of high-age grain whiskey. Digital advertising is a combination of the Internet, technology and advertising creativity. For a bottle of absolutely rare whiskey, “culture” is its biggest advertisement.
“I must admit that there should be 2,500 kinds of whiskeys I have drunk, but I have never drunk blended grain whiskeys. “The King’s Diamond” makes up for this part of the regret.” Few authority figures will reveal their deficiencies, in fact. There are indeed very few people who have drunk blended grain whiskey. Chu Defu once again verified the iceberg theory of the whiskey world with his own experience and encouraged wine fans to try different kinds of alcohol. “If you don’t want to delve into it, this wine is sweet and easy to drink with ice cubes. It is very suitable for meals and KTV. It is a general drink that is suitable for gathering and drinking on various occasions.”
The good “prestige” that cannot be replaced by technology, the years and experience are the most beautiful
A bottle of human brain masterpiece that cannot be analyzed by technological data. The chief bartender of Royal Salute, Sandy Hyslop, has ingeniously inherited the classics and created a new game with his talent for blending whiskey. He is well versed in digital marketing and upgraded big data analysis to AI (artificial intelligence). Chen Jianming of CI (Consumer Intelligence) described the bartender’s brain as a database of diverse flavors and ever-increasing numbers. The huge and complex data set is full of personal experiences and cannot be completely replaced by AI.
Perhaps technology can replicate the flavors of high-age whiskeys, but it cannot be carved into the irreplaceable traces of time and the personal flavor wheel of human bartenders. “In the “King’s Diamond” wine, two key wineries are used-the late Dumbarton and Strathclyde wineries. Among them, the Dumbarton winery is better than other wines in the process. The common method of the factory insists on one more process, and then distills the purest new wine. The perfect blending of the two wineries releases the soft creamy vanilla sweetness of the wheat, fused with the caramel and toffee sweetness from the oak barrels, and merges into a sweetness. And full-bodied flavor.” Qiu Defu’s interpretation of the sophisticated bartology in “The King’s Diamond” is the singularity of the encounter between the rational brain and the perceptual brain, which is worthy of careful exploration by human taste buds.
Thinking with the left brain and leading the new direction of the market, the “King’s Diamond” is indeed a rare good wine in ten years; judged from the right brain, it is a key to taste that can bring a sense of ritual, to feel the vision, The cross-border beauty of simultaneous insights into taste, smell and touch.
Appreciate now[Royal Salute New 21 Years King Diamond]
The content of this article is provided by the “Royal Salute”, and has been edited and reviewed by the Critical Media Group.
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