In the era of visual consumption, liquor enterprises face many practical problems in brand positioning, target consumers, product types, packaging’s appearance, and so on. Liquor enterprises have made bold innovations in marketing models and design strategies in order to tap the consumer market and cultivate the new generation of consumer forces. After investigating the marketing mode and sales performance of small bottle liquor favored by young consumers in the market, this paper points out that the marketing mode of these liquor enterprises can be subdivided into three types: circle marketing for urban white collars, low-alcohol alcohol marketing for healthy drinking, and fashionable group marketing of drinking for pleasure. In addition, the packaging design of liquor innovatively adopts design strategies such as copywriting intervention, illustration highlighting and structure optimization, leading the trend of young, fashionable and avant-garde liquor consumption.