After years of deep adjustment, Chinese liquor industry is entering a new development cycle. The first-line liquor brands have shown a good development trend, but the differentiation of the second-and third-line liquor brands has become more and more apparent. Most small and medium-sized liquor enterprises are gradually eliminated in the fierce market competition due to their own limitations such as insufficient funds, lack of talent, limited technology and improper management. In order to stand out in the increasingly fierce industrial competition, it must focus on brand construction and implement brand marketing. Taking Anhui Xuan Distillery as an example, this paper analyzes the success and deficiencies of its brand building based on brand marketing theory, and puts forward some suggestions. It hopes to provide a reference for the survival and development of Anhui Xuan Distillery and other small and medium-sized liquor enterprises, thus promoting the sustainable development of China's liquor industry.
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