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The second winery opened three consecutive attacks, leading the fourth cultural IP of baijiu, highlighting the first act.
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On April 20, 2022, the "Chen Taiji Winery Nongyin Kaiku Ceremony" was held as scheduled during the rainy season of the valley, which is a brand activity visible in the liquor industry during the rainy season of the epidemic, and there is no one.
From 2020 to the present, Chen Taiji Winery has held the Guyu Kaiku Ceremony for the third year, created the Chinese wine industry, and became one of the annual events highly concerned by the liquor industry, following the fourth largest cultural IP in addition to "sealing", "brewing" and "storing wine". Since its first holding, the opening ceremony of Chen Taiji Winery has always adhered to the most natural scene and the most quaint etiquette, and restored the ecological beauty, craftsmanship and innocence of the liquor winery with the original ecological scene.
While showing the cultural origins and long history of Cantonese wine, while creating a new winery symbol, today's Chen Taiji Winery has become the number one flag bearer responsible for the revitalization of Cantonese wine and the revitalization of Chinese liquor wineries.
More importantly, after the three opening ceremonies, the unique value symbols and cultural connotations of Chen Taiji Winery were perfectly realized through the phenomenon-level "opening of the library", which became the fixed trend of the diversified era of liquor.
The Charm of Time: The Elegant Beauty of Baijiu
At 10:00 on April 20, 2022, there was no speech, no keynote speech, no round table dialogue, no launching ceremony, only a lion awakening performance opened the prelude to the Opening Ceremony, there was no magnificent pomp, some were just a concise background and a vivid reproduction of Lingnan culture.
Waking the lion is considered to be an auspicious object to drive away evil spirits and avoid harm, and it is also an important symbol of Lingnan culture, and when the Lingnan region is celebrated, there will be a lion awakening dance, full of strong traditional customs. Chen Taiji Winery Kaiku Grand Ceremony "RuiShi Xianji", which means Gu Yu Antai and Kaiku Daji!
As one of the important links of the ceremony, the sacrifice of the Northern Emperor, the Northern Emperor Honor Guard composed of 18 people opened the way, and 4 winery masters raised the Northern Emperor's divine opinion to enter the scene, and began the core link of the Kaiku Ceremony "Northern Emperor Entry Ceremony". The Northern Emperor in the Lingnan region is worshipped as the "water god" and the local protection god, and the wine is the "water" state, the traditional customs of good wine is one of the gifts of the Northern Emperor, so it is also respected and believed by the Lingnan winemakers, on the same day the Northern Emperor went out to witness and supervise the wine production of Chen Taiji Winery, expressing the solemn greeting for the Lingnan terroir and natural creations. It also means that Chen Taiji Winery has been brewed in heaven and given to the people to share. The subsequent "Tribute" and "Awakening the Lion and Picking Green" comprehensively demonstrated the regional cultural characteristics of Lingnan.
In the opening of the warehouse to get wine, Mr. Fan Shaohui, the seventh generation owner of Chen Taiji Winery, led the winemaking master into the cave to take wine to worship the water god Northern Emperor. Chen Taiji Winery's Fengtai Cave, Fengtai Cave overall layout is a two-body scorpion shape, the passage is orderly and orderly, the passage of 1.5 meters - 2 meters wide meanders, the passage has a number of independent cave cellars on both sides, the passage and the independent cave cellar are all arched, is a rare large-scale natural cave cellar in Guangdong Province.
The perennial constant temperature in the cave is about 25 ° C, the humidity is just right, and the coexistence and nourishment of Fengtai Cave and the liquor for many years nourish and promote each other, the air in the cave and the wine aroma are integrated, the smell is elegant, the ecology is unique, and a rich mellow microbiota is reproduced, and the wine bacteria on the cave wall form a tiny and colorful stalactite-like spectacle, showing the ecological beauty of the winery wine cave.
From the sacrificial rice at the ceremony to the cave out of the warehouse, the pure beauty of liquor is carried out, which also has the meaning of paying tribute to the time and sharing the beauty. In the final "worship of the Northern Emperor" link, it is to pray for people in the current epidemic environment, hoping that everyone will be happy and healthy, and life will be happy and beautiful.
It is worth mentioning that the ceremony also carried out the sharing activity of "North Emperor's Head Wine, Shared by All, 180,000 Yuan of Fine Wine", and provided two altars of 15L Chen Taiji Winery Winery (6,000 yuan / L, a total value of 180,000 yuan) to share with the public. In the afternoon, the public only need to bring their own wine bowls or wine glasses, and they can go to Fengtaidong to pick up free wine (limited to about 1 pair per person, worth 300 yuan), so that the citizens can participate in the joy of the Kaiku Ceremony and enjoy it with the North Emperor Fuze.
Three years of replication to express the fourth major IP of wine culture has just grown
In 2020, Chen Taiji Winery held the opening ceremony for the first time, creating the Chinese wine industry, following the fourth largest cultural IP in addition to "sealing", "opening wine" and "storing wine", and becoming one of the annual events highly concerned by the liquor industry. Since its first holding, the opening ceremony of Chen Taiji Winery has always adhered to the most natural scene and the most quaint etiquette, and restored the ecological beauty, craftsmanship and innocence of the liquor winery with the original ecological scene.
"Rain is born of a hundred grains, good wine is natural." For the industry, Gu Yu has always been a season for sealing and brewing, why does Chen Taiji insist on leaving the warehouse?
Chen Taiji winery owner Fan Shaohui said that the valley rain is the traditional Chinese festival, the valley rain season is at the turn of spring and summer, the average temperature at this time is between 20 and 22 degrees Celsius, the microorganism is also in the best growth period, is the key natural node of all aspects of the winemaking process, Chen Taiji winery in the annual valley rain to hold the opening ceremony, respect nature, follow the heavenly time and the heavenly machine, express the awe of good wine from the natural brewing, convey the gratitude for the sake of winemaking nature, The cave is also nourished by at least 19 years of microbial-rich Fengtai Cave, when it is natural to leave the reservoir. With the removal of the wine in the new year, it also indicates the brewing and rebirth of Chen Taiji Winery in the new year.
Chen Taiji Winery is located in Shiwan, a cultural town with a history of more than 540 years of winemaking. Founded in the Daoguang Decade of the Qing Dynasty (1830), the winery has been producing uninterruptedly in the original site of Zhuzi Street for more than 192 years, and has been passed down for seven generations to the present, and has been awarded the "China Liquor Winery Alliance No. 002" by the China Liquor Industry Association.
A number of landmark activities such as "Kaiku Ceremony", "China Liquor Winery Cultural Summit", "Lingnan Fan Bureau", "Taiji Kaiyuan" and "Taiji Taking Advantage of the Momentum" have been carried out successively, constantly leading the establishment and development of the liquor winery model, so that the historical heritage and cultural value of the winery have been fully highlighted.
Qingqi elegance and purity This is the essence of Cantonese wine and the abundance of liquor
Chinese liquor has four basic aroma types of strong, sauce, rice and qing, which exist independently in the family tree of liquor aromas. Under the kneading of the process, it has formed its own unique process and derived the twelve aroma types of Chinese liquor. In fact, time has created the ultimate beauty of liquor, see more possibilities of this industry, in addition to these eight aromas, the flavor world of liquor has always been wonderful, and elegant liquor belongs to it.
The core competitiveness of Chen Taiji Winery, the first flag bearer of the revitalization of Cantonese wine and the revitalization of Chinese liquor wineries, is its continuous research and development of elegant liquor in the field of rice aroma, which further enhances the purity of beauty and style.
First of all, Chen Taiji Winery has discovered the taste genes of Qingya wine, which is different from the thick sauce aroma, which represents the higher taste of elegance and purity, that is, the color is clear and transparent, slightly yellow, rice, floral, honey, Chen Xiangzhongxiang is elegant, rich and rhyme, mellow, sweet, elegant, long, harmonious, flavorful, sharp tongue, cavity, smooth throat, refreshing, fresh after drinking, leisurely after-rhyme.
Secondly, Chen Taiji Winery has found a natural companion to elegant wines, that is, Cantonese cuisine, a luxury family of Chinese cuisine. The characteristics of Cantonese cuisine, "clear, fresh, tender, smooth and refreshing", are consistent with the style of Chen Taiji Winery's "elegant and pure", realizing the integration of fine wine and cuisine. Drinking the characteristics of "wine does not take the taste of vegetables, dishes do not change the taste of wine", quickly dissolve after drinking, restore the original state, and achieve the ultimate experience of "Cantonese cuisine with Cantonese wine".
At the same time, Chen Taiji Winery also advocates "China's light luxury and elegant lifestyle" through tasting activities such as Chinese Jiyan and Jiyan Yajian, and continuously realizes the multi-party system of Chen Taiji wine product quality expression and tasting experience. At the same time, the sales company was established jointly with Cantonese liquor merchants to jointly carry out market operations, and the high-end and nationalization of Cantonese liquor were also landed on a larger scale, and finally the goals of "revitalizing China's liquor winery culture" and "revitalizing Cantonese liquor" were strategically and rapidly promoted.
While displaying the cultural origin and long history of Cantonese wine, while creating a new winery symbol, on the other hand, holding high the Qingya Qing banner, the 3 flags build the core of the Chen Taiji brand, which is the color of Cantonese wine.