The article wrote: "Recently, I made a small alcohol consumption survey among young people (25 to 35 years old). The question is what kind of wine do you like to drink? The survey results show that about 95% of young people's first choice is not liquor. " The author and friends around me have talked about this, but they all disagree, thinking that this is alarmist! In fact, this kind of worry is not unreasonable. The consumption of traditional liquor in China is facing the fierce collision of modern life concepts and ways, which brings new challenges to the survival and development of liquor. Who will drink white wine in the future? From the perspective of development, the future of liquor lies in the younger generation. However, the consumption of liquor by the younger generation after 1980s is gradually decreasing, and liquor consumption will face a crisis in the future. Specifically, the current liquor consumption faces the following challenges: the challenge of China's economy connecting with the world economy. Liquor, especially high-end liquor, is a luxury, and the cultural value of luxury brands is high. It is the soul of luxury brands. The cultural value of luxury brands comes from its historical value, traditional culture and social concept. The longer a product has a history, the richer its cultural connotation and the greater its social, historical and cultural value. Why is it difficult for liquor industry to produce first-class luxury goods? Because some domestic products have no historical value and coordinate support, consumers will not admit it. Liquor is a cultural product, and the integration of world economy is the substitution of advanced productive forces for backward productive forces and the erosion of traditional culture by open culture. Whisky or brandy has a relatively high share in the world, and the core issue is the cultural influence. And our influence on the whole world, including the influence of culture, especially the influence of wine culture, needs a long process. The challenge of modern life concept. There are three main points closely related to modern life concept and liquor consumption: rationality, health and personality. Rationality is a choice of life with the improvement of people's cultural literacy level, and the binge drinking of liquor exists more in the level of perceptual life. Health is an inevitable choice after people's living standards reach a certain stage. With the rapid development of economy, consumers have higher and higher material requirements, and their lives are healthier, more scientific and more diversified. However, the single function of traditional liquor can no longer meet people's growing material needs and rational return, and the consumer subject and consumption situation of liquor have changed. Personality is the driving force and companion of social life diversification. Today, with innovation as the driving force for development, advocating, publicizing and respecting individuality has become a modern social value generally accepted by consumers. The challenge of modern lifestyle. Young people are passionate and romantic. Everyone has their own way of life, and the richness of modern social life provides feasibility for their ideal life. With the emergence of new lifestyles such as teahouse, KTV, gym and tourism, the drinkers and diners on the wine table are also constantly diverting. We can see that on the same occasion, different consumers may choose white wine, yellow wine, beer, soda water, cola and so on. From the analysis of consumption structure, it can be seen that the higher the education level, the higher the leadership level, including the younger generation after 80, which is often accompanied by the reduction of liquor consumption. The fuzziness of industrial policy makes the younger generation uncertain about the consumption of liquor. In recent years, the state has continuously strengthened the management of liquor industry, which makes liquor consumers have the idea that "since the state has these restrictions and controls, traditional liquor will be harmful". The root of these problems lies in the industry itself. On the whole, consumers' understanding of the industrial level has not yet reached a consensus. Beer is rendered into liquid bread, wine can soften blood vessels, and yellow wine contains a lot of essential amino acids. Besides the function of emotional communication, liquor needs to be further explored and summarized. Analysis of the management of liquor enterprises, although there is no lack of exploration of liquor-making history, advertising and cultural demands, lacks positive publicity of positive cognition industry, effective guidance for scientific and healthy consumption of liquor, and lack of conceptual communication with modern consumers. Liquor industry is traditional, but if we stick to tradition, we will ignore the development pace of the whole era. How to cultivate future consumers to objectively understand the challenges faced by liquor consumption is precisely to expand the development space and promote the sustainable development of liquor industry. It is the mission and responsibility of liquor industry to endow liquor with brand-new cultural concept and product value, and make it smoothly integrate with modern people's lifestyle and consumption concept. Whether the drinking method of liquor can be "leisure"; Can liquor be "healthy"? Whether liquor can be integrated into the material and spiritual pursuit of the younger generation has constituted the main contradiction between supply and demand in liquor industry, which has a decisive impact on the survival and development of liquor industry. Whoever grasps this major contradiction and strives to shape a new culture of liquor will win in the high-level competition. Therefore, the author puts forward the following countermeasures: pay close attention to the changes of liquor consumption market, meet the needs of the younger generation for stimulating drinks, and pay attention to the innovation of liquor quality; Through the connection between liquor and new lifestyle, we can feel that liquor is not only a medium of emotional connection, but also an eternal consumption fashion. First of all, we should pay attention to the structural changes of consumers. In the next five to 10 years, the post-80s generation will gradually become the dominant consumer in the liquor market. Therefore, the marketing model and brand value connotation should be upgraded accordingly, and the product design should study the changes of consumers' "potential demand". Secondly, we should pay attention to the influence of new technology and new ideological trend on consumers and pay attention to quality innovation. It is human nature to adapt to new things. As long as you make unremitting efforts, young people will always be willing to drink white wine. Liquor enterprises should produce liquors with different tastes for different consumer groups, develop liquors acceptable to young people in taste and psychology, and then attach themselves to the mysterious traditional culture of China, and gradually popularize them by gradual infiltration. In addition, it is necessary to cultivate opinion leaders. Although today's young consumer groups are full of individuality and rebellion, they are more likely to worship and follow new trends of thought. Therefore, it is a new perspective for liquor enterprises to cultivate opinion leaders and marketing from the perspectives of experts, stars and authorities. Of course, we can't ignore the influence of new technologies and new ideas on current marketing. The rapidly growing post-80s generation has gradually become the protagonist of life. As liquor enterprises, we should pay more attention to the influence of new technologies and new ideas on the post-80s generation from the perspective of consumers, and make use of these positive factors to carry out our work. Learn the promotion art of foreign wine, shape a new culture of liquor that meets the tastes of young people and is in line with modern life, and guide the future consumption of liquor with new connotations. Liquor needs to learn from foreign wine how to find a combination with modern life and promote young people's consumption of liquor. At present, it can be seen from the name that domestic wine companies are trying to shape their own brands and wine culture. However, wine culture should not only stay at this level. The lack of liquor culture has intensified the blind imitation and learning of foreign liquor culture. This requires shaping a new liquor culture that meets the tastes of young people and is in line with modern life. The shaping of liquor culture needs to deal with several relations: First, the relationship between fast and slow. In the face of fierce market competition, opportunities are fleeting, and we must seize every minute. Secondly, we should handle the relationship between the old and the new. We should take off on the shoulders of our predecessors and fully tap and carry forward the essence of traditional culture. Third, the relationship between qualitative and quantitative. The shaping of liquor culture should be based on quantitative analysis. Fourth, actively explore the new cultural connotation of liquor. Liquor is a special product, both material and spiritual, which mainly meets people's emotional and spiritual needs. Carrying culture is the foundation of long-term vitality of liquor products. The key to studying the effective function of spirit and substance of liquor, rational consumption methods and eliminating consumers' prejudice against liquor is to give consumers a reason for consumption, that is, what is his reason for drinking liquor. If our reason can conquer them, they will become a new consumer group. With the upgrading of consumption and the improvement of people's material living standards, it is becoming more and more inevitable to emphasize the spiritual life style and attitude beyond the material level, including safety, health and highlighting the quality and value of life. Liquor is no exception. The concept of health needs to be re-recognized and positioned in liquor industry. Advocating quality and ensuring consumers' drinking safety is the key to healthy drinking and consumption patterns. Liquor health should be a relative quality assurance concept based on green, organic and nutrition. As far as the health characteristics of liquor are concerned, it should be interpreted from three aspects based on quality and health: first, the green, organic, ecological and healthy standards should be strictly followed from the aspects of brewing environment, raw materials and technology to achieve pollution-free and pollution-free; Secondly, strict quality standards should be adopted in the whole brewing process to ensure the quality, safety, health and pollution-free of wine; Third, actively guide the consumption mode of healthy drinking, advocate the consumption habit of moderate drinking and moderate drinking of healthy wine, and strengthen the establishment of social responsibility consciousness of wineries and distributors. In addition, we should actively explore new ways of liquor consumption. Through the exploration of traditional drinking culture and the improvement of product quality and style, the impact of substitute products is suppressed and the existing consumer groups are maintained as long as possible. At the same time, in line with the modern consumption pattern, the form, style and drinking mode of liquor were greatly adjusted. In the cultural discussion, we summarized the uniqueness of liquor. Advocating a healthy and civilized lifestyle should be an important embodiment of social progress.