People gather, drink and talk, without the superficial toasts at business occasions. They are tasting friendship rather than the liquor. It is time for high-end liquors, liquors for petty bourgeoisie.

GM has created a link of friendship rather than a liquor brand.

At the start, the focus of planners was creating mini clubs rather than positioning of products. In a place with classic music being played, people smoke light-touch cigarettes, enjoy the recess, while drinking 1949, which finds them intimates. This is the core value of 1949. Free of promotional activities and unattainable prices, they are exclusively availably in clubs for elites. In this unconventional way, the brand value of the liquor has been created by its loyal consumers rather than deliberate planning.