The industrial heritage of Lidu Wine gives the brand a carrier of direct communication with consumers.
Wen | Cloud Wine Team(ID:YJTT2016)
This month, led by Sun Xing, deputy director of the Industrial Culture Development Center of the Ministry of Industry and Information Technology, Chen Yun, chief engineer of the China Cultural Relics Exchange Center, Zeng Jie, vice president of Zhongchuang Cultural Protection, and Lu Shoudong, vice president of Zhongchuang Cultural Protection, the working group of "China Liquor Joint Application for Heritage" went deep into Lidu Liquor Industry to investigate and guide the work related to the application for heritage.
Not only Li Du, "liquor application" has become a hot word in the industry this year. Just recently, the Department of Industrial Policy and Regulations of the Ministry of Industry and Information Technology released the "List of the Fifth Batch of National Industrial Heritage to be Identified", a total of 31 projects were shortlisted, and the Xifeng Distillery declared by Shaanxi Xifeng Wine Co., Ltd. and the former site of Yantai Liquan Beer Co., Ltd. declared by Yantai Beer Group Co., Ltd. were selected.
It is not the first time that the heritage of the liquor industry has been included in the national list. In December 2017, the Ministry of Industry and Information Technology announced the first batch of national industrial heritage list recognized, including 13 units such as Anshan Iron and Steel Plant and 11 industrial heritage projects were shortlisted; in November 2018, the second batch of 42 industrial heritage sites were announced, and the site of Lidu Shochu Workshop, Qingdao Brewery, Luzhou Old Cellar Pond Group and Brewery, Wuliangye Cellar Pond Group and Brewing Workshop, and Moutai Wine Brewing Workshop were shortlisted.
In the list of national industrial heritages where famous wine brands gather, how does Lidu wine industry exist, and what are the highlights?
Baijiu applied for heritage, and Li Du was in action
Located in Lidu Town, Jinxian County, Nanchang City, Jiangxi Province, the ruins of Lidu's Soju Workshop contain the remains of winemaking from the Yuan, Ming, Qing to modern and modern periods. In addition to the wine-making related facilities, there are also a large number of pottery fragments, of which wine utensils are the most abundant.
Lidu Yuan Dynasty shochu workshop site, as China's earliest era, the most complete ruins, the largest relics, the longest time span, rich in distinctive local characteristics of the large-scale ancient liquor workshop site, with the Yuan, Ming, Qing to modern generations of ancient cellar pond group and 167 living OTU (ancient fungal community of the ancient era), in 2002 was rated as China's top ten archaeological discoveries.
In May 2006, the site of Lidu Yuan Dynasty Shochu Workshop was approved by the State Council as the sixth batch of national key cultural relics protection units, and in November of the same year, it was included in the preliminary list of world cultural heritage by the State Administration of Cultural Heritage of China, and in November 2018, it was included in the second batch of national industrial heritage list.
Domestic cultural relics and winemaking experts said that the ruins of Lidu's Yuan Dynasty shochu workshop are the earliest, the most complete and the most relics, which answers when Chinese liquor originated and became a real Chinese liquor museum.
In June 2021, the Industrial Culture Development Center of the Ministry of Industry and Information Technology, together with the China Cultural Relics Exchange Center, held a preparatory meeting for the joint application of Chinese liquor in Beijing, and seven famous liquor enterprises such as Maotai, Wuliangye, Luzhou Laojiao, Fenjiu, Yanghe, Gujing and Lidu jointly applied for the heritage. The participants jointly signed the "Consensus on the Joint Application for Chinese Liquor" and joined hands to embark on the road of applying for heritage, and Lidu Liquor Industry has also become one of the representative enterprises of China's liquor heritage application.
The first liquor in Jiangxi
In 2018, Lidu Liquor entered the second batch of the National Industrial Heritage List and became the only liquor enterprise in Jiangxi.
In the list, the Ministry of Industry and Information Technology will be Lidu wine industry old factory office, wine warehouse, machine workshop, cellar room, power generation room and other 15 buildings, 16 Yuan Dynasty wine cellars, 12 Ming Dynasty wine cellars, 32 Qing Dynasty wine cellars, 1 Ming Dynasty drying hall, 1 Qing Dynasty drying hall, 1 Ming Dynasty distillation facility, 1 Qing Dynasty distillation facility, 1 Ming Dynasty stove, 1 Ming Dynasty well, 1 Ming Dynasty ditch, ceramics, wine mortar, stone mortar, bronze utensils, iron tools, inscription bricks, wooden utensils, bamboo sticks, a total of more than 350 pieces, as a national industrial heritage.
Industrial heritage is an important carrier of industrial culture, recording important information at different stages of China's industrial development, witnessing the historical process of national and industrial development, and having important historical value, scientific and technological value, social and cultural value and artistic value. The units belonging to the national industrial heritage projects should take effective measures to strengthen the protection and management of the heritage projects.
At the same time, among The Chinese liquor companies, Lidu Liquor is also one of the few liquor companies that also has a museum, shochu workshop ruins, and a national industrial heritage. Industrial heritage gives the brand a carrier of communication with consumers, and the ruins of Lidu Yuan Dynasty shochu workshop are the precious heritage of liquor culture and the real "national treasure" of the liquor industry.
In 2010, in order to protect and inherit the history and humanities of Lidu Town, Lidu Town launched the Lidu Museum Project. Among them, the Li Du Museum is based on the theme of "Charming Li Du" and is divided into three parts: "Past Glory", "Today's Pearl" and "Beautiful Blueprint".
In 2002, the site of Lidu Shochu Workshop was rated as one of the top ten archaeological discoveries in China, and in May 2006, it was approved by the State Council as the sixth batch of national key cultural relics protection units, and in November of the same year, it was included in the preliminary list of world cultural heritage by the State Administration of Cultural Heritage of China.
Many experts said that in the ruins of The Shochu Workshop of the Yuan Dynasty of Lidu, a large number of liquor cultural relics have been excavated, and the wine utensils are most abundant in pottery, porcelain wine vessels and drinking utensils. Among the more than 350 complete and restored relics, there are 73 drinking utensils of different eras, including cups, cups, target cups, hand cups, etc. The excavation of the above wine utensils has become an important basis for studying the winemaking culture of the Yuan and Song dynasties, and belongs to the treasures of the industry.
From this point of view, Lidu Liquor has the characteristics of "museum + shochu workshop site + national industrial heritage", which can be described as precious in the liquor industry.
From shochu ancestral gardens to cultural heritage
Li Shizhen of the Ming Dynasty wrote in the "Compendium of Materia Medica": "Shochu, non-ancient law, has been created since the Yuan Dynasty", but there is no physical certification for the origin of Chinese liquor.
In 2002, a distiller was excavated from the ruins of The Shochu Workshop of the Yuan Dynasty of LiDu, which became an important proof of "shochu is not an ancient method, it was created since the beginning of the Yuan". In 2015, bronze stills were also excavated from the tomb of Marquis Hai of Nanchang, Jiangxi. Yang Jun, a researcher at the Jiangxi Provincial Institute of Cultural Relics and Archaeology and the archaeology team leader of the Lidu Yuan Dynasty Shochu Workshop Site and the Archaeological Team of the Marquis of Haixia, said that there is no relationship between the two, and whether the brewing time of liquor can be advanced to the Western Han Dynasty, the archaeological community needs to further study.
According to the analysis of cultural relics experts, the site of Lidu Yuan Dynasty Shochu Workshop has only been partially excavated at present, and if new cultural relics are excavated, it may have a major impact on the history of Chinese winemaking. The research and excavation of the ruins of Lidu's Yuan Dynasty shochu workshop will play an important role in studying the origin and development history of Chinese liquor.
From this point of view, Lidu Liquor's application for a world cultural heritage is of great significance to the origin of Chinese liquor and its going to the world.
On the other hand, "let the cultural relics collected in the museum, the heritage displayed in the vast land, and the words written in the ancient books come alive" is being promoted, and Lidu Wine's declaration of world cultural heritage allows consumers to experience the quality and new expression of "crossing the new cycle of culture", and to taste the new scene of consumption in industrial tourism and free blending of wine, which is in line with the diversified consumption demands of the new era. It is of great significance for how to continuously tap the cultural value, craft value and economic value of Chinese liquor enterprises.
From this point of view, Lidu Liquor industry was included in the national industrial heritage of the Ministry of Industry and Information Technology and declared as a world cultural heritage, which is of great significance not only to Lidu Liquor itself, but also to the origin and value mining of Chinese liquor. Through the study of the lidu kiln site and the protection of industrial heritage, the path of how Chinese liquor originated and developed is gradually clear, and Lidu liquor industry will play a key role and make important contributions.
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