✨ Introduction:

From “Big Golden Goat” launching the zodiac wine era to “Big Golden Rooster” igniting industry passion, Swan Wine’s zodiac series continually redefines the cultural expression of wine. As the third 1.5L magnum introduced in 2017, “Big Golden Rooster” not only upheld the festival-gift positioning but also injected vitality into a sluggish market with its “passion” theme, becoming a standout highlight.

1.. Category Continuation: Emotional Transition from “Auspiciousness” to “Passion”

Following the auspicious symbolism of “Three Goats Bring Prosperity,” Swan Wine infused the “passion” element into “Big Golden Rooster,” embodying the spirit of striving for excellence and the rooster heralding a new dawn.

• “Rooster’s Announcement”: symbolizing a fresh start, awakening consumer anticipation for the future
• Merlot grape variety: extending the festive vibe of “beauty and joy”
• Gilded packaging + rooster-year motifs: reinforcing gift appeal and enhancing brand recognition

2. Marketing Upgrade: From “No-Wine Launch” to “Passion Going Viral”

“Big Golden Rooster” carried forward the WeChat Moments “no-wine launch” visual campaign, while shifting its narrative to emphasize “passion” and the emotional resonance of New Year’s ambition.

• “Passion Rooster”: became the hot topic for Spring Festival gifting
• Corporate customization + social contagion: reinforcing user–brand interaction
• Limited-time pre-sale + scenario-based promotion: driving consumer engagement and ritual

3.. Emotional Positioning: From Reunion to Motivation

As CEO Li Wei said, “We’re not selling wine, we’re selling a New Year’s gift.” “Big Golden Rooster” further expands the emotional scope of gifting—beyond blessings to inspiration.

• “Cock’s First Call”: symbolizes career takeoff and continuous good fortune
• “Passion” theme: resonates with younger audiences’ drive for New Year achievements
• Gifting as expression: giving “Big Golden Rooster” means gifting new-year motivation

4.. Brand Strategy: Building an Emotional Matrix for Zodiac Wines

As the third 1.5L magnum, “Big Golden Rooster” plays a pivotal role in the brand’s emotional evolution—from “auspiciousness” to “passion”—laying the groundwork for richer thematic releases.

• Thematic progression: Year of the Goat (auspicious) → Rooster (passion) → Dog (prosperity) → Pig (good fortune)
• Annual refresh: continual upgrades in packaging, copywriting, and promotion
• Consumer perception: zodiac wines transcend “just wine” to become “the language of gifting”

Conclusion: Big Golden Rooster as an “Emotional Awakening”

More than just a bottle of wine, it is a cultural expression that inspires. Swan Wine used “Big Golden Rooster” to awaken consumers’ passion and anticipation for the New Year, making wine one of the warmest Spring Festival gifts.