The 2021 Fenjiu Sealing Ceremony was held in Xinghua Village, Shanxi

Source: People's Daily News

On September 25th, the "Prosperous Sealing World Fragrance - 2021 Fenjiu Sealing Ceremony" was held at the Fenjiu Old Workshop Museum in Xinghua Village, Shanxi. It is understood that the ceremony is based on the principle of "cultural wine, living inheritance", and with diversified audio-visual innovation, it shows the theme of "respecting heaven, loving people and inheriting". At the event site, Fenjiu launched the "World Fragrance Plan".

Group photo of guests at the 2021 Fenjiu Sealing Ceremony. Courtesy of respondents

"Lü Liang is majestic, the Yellow River is mighty; the ancient village of apricot blossoms, the immortal frontier outside the world..."

At the scene of the sealing ceremony, Li Qiuxi, secretary of the Party Committee and chairman of the board of directors of Fenjiu, led the senior management team of the group to strictly follow the ancient etiquette law, bells and drums ringing, greeting totems, washing, toasting incense, toasting grain, toasting wine, reading blessings, drinking blessings, and sending totems, reflecting the respect and gratitude of Fenjiu people for heaven and earth and ancestors.

The stage play "Inheritance" performed on the spot, in the form of traveling through time and space, dialogued with Emperor Wucheng, Du Mu and Yang Deling, showing the cultural inheritance of Fenjiu for thousands of years in front of all audiences. Fenjiu's three generations of winemakers, old, middle-aged and young, promised to abide by the ancestral precepts and keep the original intention, recited the "Seven Must Secrets", interpreted the essence of Fenjiu with skill and ingenuity, and demonstrated the determination of Fenjiu people to adhere to quality. At the same time, Li Qiuxi presented awards to the four "Fenjiu Era Craftsmen" at the event site.

"In the first half of this year, Fenjiu achieved revenue of 12.119 billion yuan, an increase of 75.51% year-on-year; net profit of 3.544 billion yuan, an increase of 117.54% year-on-year." In particular, the net profit in the second quarter was 1.362 billion yuan, an increase of 239.43% year-on-year, achieving rapid development. Gan Quan, deputy secretary-general of the China Liquor Industry Association, said that the achievements made by Fenjiu are inseparable from the reform and innovation and unremitting efforts of all Fenjiu people in cultural construction, quality improvement, scientific and technological progress, marketing, consumer services, global promotion and other aspects. The innovative practice of Fenjiu has provided demonstration experience and enlightenment for the high-quality development of China's liquor industry.

Liu Yuan, executive vice president of the China Liquor Circulation Association, said in introducing the industry experience that with a solid channel foundation, towering brand potential, and unique category advantages, the road of Fenjiu will become wider and wider, faster and faster.

According to reports, the Fenjiu Sealing Ceremony also opened the way to relive the dissemination of Fenjiu brewing skills and launched the "World Fragrance Project". Tan Zhongbao, deputy secretary of the party committee, vice chairman and general manager of Fenjiu, said that the Group will firmly adhere to the strategic positioning of "The soul of Chinese wine, living as the soul", continue to build Fenjiu into a world cultural wine, and let the winemaking skills be carried forward in the inheritance and innovation.