Winemaking in China has a history of more than 4,000 years, no matter what form it appears in the public eye, liquor carries its own culture and distinct historical imprint.
Jiannanchun has a history of 1500 years, thousands of years ago, Jiannanchun was a well-known wine, and was recorded in the "Dezong Benji", after a thousand years, Jiannanchun has become China's high-end liquor leading brand, to this day still exists in the Tang Dynasty famous wine. The crystal sword Nanchun has also become a super large item that sells tens of billions of yuan in the liquor market.
What makes a brand still vibrant and thriving after a thousand years? What makes a bottle of liquor gallop in the liquor industry for many years, continue to occupy an advantageous position, and still have countless fans?
Culture as the cornerstone inherits the millennia of wine
As one of The Five Swords of Mao, one of China's high-end liquors, Jian Nanchun is still deeply imprinted with civilization, and the phrase "Tang Dynasty Palace Wine, Today's Jian NanChun" that consumers are familiar with is the embodiment of its deep digging into history and culture and attaching importance to enhancing the connotation of brand culture.
In 627 AD, Tang Taizong Li Shimin divided the world into ten provinces, and the south of the Sword Pavilion was the Jiannan Province, and the place name "Jiannan" was born. Kennam Province, especially the mature winemaking skills represented by the Mianzhu region, are well-known throughout the country. Li Zhao, a scholar of the Tang Dynasty, wrote in the "Supplement to the History of the Kingdom of Tang": "Wine has the rich water of Yingzhou, the ruoxia of Wucheng, the spring of the earth cave of Xingyang, the frozen spring of Fuping, and the burning spring of Jiannan." This record strongly proves the fact that the wine "Jiannan Roasted Spring" produced by Mianzhu was once famous all over the world.
What pushed the "Jiannan Burning Spring" to the historical highlight was the record of a formal history book. The official history of the Old Book of Tang, volume 12 of the "Dezong Benji" records: "Jiannan Nian Gong Chun Jiu Shi Hu ..." From this record, it is not difficult to see that before Emperor Dezong of the Tang Dynasty (779 AD), the quality of the Jian Nan Chun wine produced by Mianzhu was already very good, and it was explicitly required to pay tribute every year as a tribute wine of the imperial court, and the name "Jiannan Burnt Spring" also originated from the imperial gift of the Tang Emperor.
With the passage of time, wine has long become an important bearer of traditional culture, Jian Nanchun to inherit the millennium culture as the basis, to tell the world the story of Chinese liquor, carry forward the unique charm of Chinese liquor. With the precision marketing of its own historical brand and the business philosophy of adhering to the quality-oriented, the Jiannanchun liquor market has seized an important place. According to public data, in addition to Feitian Moutai and classic Wuliangye, which have already established advantages in the market, the third to enter the 10 billion product club as a single product is Crystal Sword Nanchun, with sales of nearly 13 billion yuan in 2020.
With quality as the core, strive to create a liquor pioneer
Quality is the core competitiveness of a wine with great development. Mianzhu has a mild climate, four distinct seasons, since ancient times is a treasure land for winemaking, rich in rice, corn, wheat and other high-quality crops, especially high-quality and abundant water resources, the unique winemaking environment makes the winemaking industry in Mianzhu area flourish.
"Thousands of years old cellar is bad, wine needs to be old." To this day, Jiannanchun still has a strong vitality, thanks to the continuous brewing of the ancient cellar pond group. In mianzhu Jiannan Old Street, the "Tianyi Lao" ancient wine shop has an ancient liquor cellar pool dating back to 1500 years. With the prolongation of the use of the cellar pool, the microorganisms in the pool are more and more abundant, and the taste of the wine produced is also richer.
The 11-mouth old cellar pond of Jiannanchun "Tianyi Lao" winery inherits the traditional brewing technique of "solid pure grain fermentation in mud cellar", and the humus layer and microbial species in the cellar pool are extremely rich. To some extent, the style characteristics of Jiannan Spring Wine's "cellar aroma, sweet and sweet, plump and mellow, harmonious aroma, and long aftertaste" are due to these microorganisms in the cellar pool. The microorganisms in the cellar have been growing endlessly for hundreds of years, forming a unique and self-contained micro-ecological environment, which plays a key role in ensuring the quality of Jiannanchun basic wine.
Storage is an important process in the traditional process of liquor, and Jiannan Spring Wine uses the best storage container of Chinese liquor - taotan. The liquor stored over the years matures and transforms in the pottery altar, and the taste becomes more prominent with the increase of storage time, which is more beautiful and soft. And every drop of Jian Nanchun that leaves the factory must be displayed in the pottery altar for several years.
Adhering to the traditional brewing art, selecting high-quality raw materials, fermentation of the old cellar, unique koji-making methods, strict cooperation of all links and strict control of each link, a solid quality moat has been built for Jiannanchun.
Led by innovation, we will promote high-quality development
The continuation of a cup of heirloom wine not only requires the inheritance of the brand gene of the millennium classic, but also the meticulous craftsmanship and continuous innovation of modern advanced technology. For thousands of years, generations of Jian Nanchun people have explored, inherited and innovated, injecting new vitality into Jian Nanchun.
In terms of scientific research, Jian Nanchun, as the vanguard of the industry, leads the high-quality development of the industry, and many of his research achievements have won national invention patents and won a number of scientific and technological progress awards.
In 2006, the traditional brewing process of Jian Nanchun was selected as a national intangible cultural heritage. While inheriting the ancient brewing art, Jian Nanchun created the classic characteristic craft of traditional Chinese aromatic liquor production - "one low, two long, three controls, four appropriate, five fine works, six combinations".
Applying modern molecular biology technology, Jian Nanchun deciphered the potential relationship between the production of the main aromatic substances of the strong aromatic liquor and the microbiome of koji medicine, and selected and bred multiple strains of metabolic winemaking biological enzymes and special functional microorganisms, which greatly improved the key flavor substances in the wine body on the basis of keeping the typical flavor characteristics of the wine body unchanged, and ensured the high quality rate of the product.
While inheriting the traditional koji-making mode, Jian Nanchun built a ququ medicine quality grade appraisal system, created a set of technical quality standards for the daqu medicine process, and changed the uncertainty of the traditional koji-making operation "relying on experience and feeling", which is a major sublimation of the traditional medium-temperature daqu production process technology and provides strong technical support for intelligent koji production.
In addition, through the qualitative study of the functional strains in the cellar of Tianyi Lao, Jian Nanchun discovered and named for the first time the functional strain of the main aromatic substance of the strong aroma type wine - "Clostridium cochlear", which laid the foundation for the formation of the unique flavor characteristics of Jian Nanchun. In the process of the development of traditional brewing technology of Jiannanchun, the use of modern biotechnology to isolate and breed the key functional microbial flora of the old cellar organically integrates traditional skills and scientific and technological innovation to form its unique inheritance system, ensuring that Jiannanchun wine maintains a fashionable and elegant quality in the process of continuous development.
In November 2020, Jian Nanchun was once again commended for its 1500 years of ingenuity inheritance and innovative power to lead the industry, and the Jian Nanchun winemaker team won the honorary titles of "China's Wine Industry Big Country Craftsman" and "China Wine Industry Craftsman Star".
Great times, great works. Jian Nanchun follows the development of the times, innovates in inheritance, and changes in innovation. As one of the symbols of High-end Liquor in China, Jian Nanchun practices the exemplary significance of Chinese high-end liquor, and also redefines the thick historical and classic cultural values carried by Chinese liquor.
Whether in the long history of liquor brewing for thousands of years, or in the 30 years of liquor sales marketization, Jian Nanchun has not only accompanied the growth of generations of people, but also witnessed the great rejuvenation of the country and the nation. Today's Jian Nanchun takes the crystal Sword Nanchun as the core, and the strategic layout of the comprehensive development of high-end and low-end products, as well as the refined management methods of production, distribution and channels, is walking in a fast lane of rapid development. I believe that in the future, Jian Nanchun, an enterprise with rich historical heritage, will certainly be able to move to a higher and bigger stage and create more brilliant achievements.