(A number of well-known writers participated in the "Alcoholics Wine Boundless Literature Award" and the "Alcoholics Wine Boundless Roaming Program".) Photo courtesy of the interviewee)
Yu Hua partnered with Peng Min to talk about how to "live gently", Alai joined hands with Jia Zhangke to discuss what is the "gift of literature", and the leopard held hands with Han Shaogong to explore the "boundless world" together...
On the evening of September 8, 2022, the "Boundless Literature Night" jointly created by WeChat video account and "Harvest" gathered a large number of famous writers and directors, who broke the boundaries of their respective fields and discussed the charm of literature together, and the 4-hour rambling talk about literature and life that night reached 2.313 million people and 1.107 million likes online.
It is worth mentioning that the location of this live broadcast was selected in the brewing workshop of the alcoholic liquor. The cellar that embodies the winemaking culture of Xiangxi and the factory building designed by the "post-industrial style", this live broadcast scene with a great sense of life, coupled with elegant literary topics, is also one of the reasons why this live broadcast is out of the circle.
(The Unbounded Literature Night Scene is located in the Alcoholics Distillery.) Photo courtesy of the interviewee)
Why was the literary live broadcast chosen in the brewing workshop?
The ancient poem has clouds: "When the wine is drunk by the confidant, the poem is chanted to the people." "Wine" and "poetry" have always been inseparable. Ancient literati and celebrity painters liked to drink and paint poems, leaving behind many popular poems and masterpieces; Today, "wine" has a deep relationship with "contemporary literature", "Taibai Doujiu hundred poems", "wine" for the inspiration of creation is self-evident.
The "Boundless Literary Night", which is exclusively titled by the alcoholic liquor and created by "Harvest" magazine, is not only a new attempt of the veteran magazine "Harvest", but also a cultural strategic achievement of the alcoholic liquor to go deep into the literary field and realize the cultural strategy from cross-border to boundless.
(A Lai, Su Tong, Yu Hua, Liang Xiaosheng, Bi Feiyu, Han Shaogong, Li Jingze, Cheng Yongxin and many other writers and editors visited the drunkards. Photo courtesy of the interviewee)
Cross-border origins
In 2022, on the occasion of the 65th anniversary of the founding of the authoritative magazine "Harvest" in the domestic literary circle, in the past few decades of history, this old literary magazine has made great contributions to the development of China's literary career and the cultivation of Chinese writers.
The deep relationship between alcoholics and Chinese literature originated in the last century.
In the 1990s, drunkard liquor and Sun Jianzhong, then chairman of the Hunan Provincial Writers Association, jointly organized the "Xiangquan Friends Newspaper", and in 10 years, 14 Mao Dun literature winners, 38 Lu Xun Literature Award winners, 53 Mao Dun Literature Award and Lu Xun Literature Award judges and other 1300 authors published more than 3200 articles here.
For many years, as the leader of Chinese cultural liquor, liquor has been practicing the role of disseminating, transmitting and inheriting cultural carriers in its own way, and has embarked on a "rich culture" road with a "boundless" attitude.
(Yu Hua (left) and Wang Hao, party secretary, chairman and general manager of COFCO Liquor (right), display calligraphy works.) Photo courtesy of the interviewee)
"In the past few decades, we have all played a mission and role in disseminating and inheriting Chinese culture in different fields, and today we are together, which is a match made in heaven." Talking about the cooperation between The Alcoholics and Harvest Magazine, Zheng Yi, Vice Chairman and General Manager of The Alcoholics Liquor Co., Ltd., said.
It is understood that the strategic cooperation between alcoholic liquor and "Harvest" will include three aspects: the establishment of the "Alcoholic Liquor Boundless Literature Award" and the "Alcoholic Liquor Boundless Roaming Program"; Set up a "Harvest" writer's creation base and award a license at the drunkard liquor; The Xiangxi Branch of the Mileage Literature Academy was established at the Liquor Liquor.
Through the establishment of the "Alcoholics and Unbounded Literature Award", it will establish a literary channel for the majority of literary lovers, establish a new attempt to express more diversified literature and art for the society, and arouse the attention of the whole society to contemporary Chinese literature.
(Scene of the Boundless Literature Night event.) Photo courtesy of the interviewee)
Unbounded Nights
The live broadcast conversation was "moved" to the brewing workshop of the alcoholic's wine, so that the aroma of books and wine blended with each other, and a rich conversation that broke the boundaries of literature was presented.
On the evening of September 8, more than ten famous writers in the literary world, such as Ah Lai, Bi Feiyu, Han Shaogong, Li Jingze, Liang Xiaosheng, Su Tong, Yu Hua, as well as famous director Jia Zhangke, Peng Min, Tan Leopard, Di An and other young guests, opened the door to the literary world for more people through six chapters: "Living Warmly", "Echoes of Reality", "Poetry of Life", "Script of Fate", "Gifts of Literature", and "Boundless World".
Through the new vertical screen live broadcast program, the whole event focused on literary themes, took the wisdom of writers as the narrative carrier, used the popular and cool presentation methods of young people, and aroused the emotional resonance of contemporary young people with the poetic music of Zhang Qianqian and Zhou Yunpeng.
(Live broadcast.) Photo courtesy of the interviewee)
Talking about how to fight against the nothingness in life, Yu Hua believes that nothingness is sometimes needed, if we do not have a sense of nothingness in our lives, life is not interesting, but this kind of nothingness is enough for 5 minutes. Nothingness is an emotion that can help us to be temporarily liberated and then return to reality. When this emotion comes out, it is important to deal with it in what way.
Similarly, life is also poetic, and Su Tong said that poetry is a feeling to the greatest extent, and this feeling needs to be seen in order to form poetry. For example, if we see ears of wheat in the workshop of the drunkard now, we can imagine the harvest.
Just as the writer said to let the poetry shine into reality, this long talk activity through subverting the traditional lectures, forums and other forms, deeply echo the emotional needs of the current young people, in a seemingly no-process, no-rule chat form, just to create a writer's friends to sit around the summer, chat and sing the sense of self-consistency, so that the viewer feel relaxed and warm, free and warm.
(Liang Xiaosheng, Han Shaogong, Su Tong, Yu Hua, Bi Feiyu and other writers visited the Alcoholics And Wine Culture Exhibition Hall.) Photo courtesy of the interviewee)
Two-way empowerment
Brand cross-border cooperation has become a high-frequency hot word at present, but for drunkard liquor, cross-border is not just a marketing action to pursue traffic and heat, but also represents the brand spirit and pattern of liquor.
In recent years, many liquor companies have begun their own cultural road exploration, holding high the banner of culture, the core goal is to make liquor return to cultural attributes. With an attitude of "no boundary", the alcoholic liquor has successively held more than 100 cultural events, invited nearly 100 of today's industry leaders to jointly convey cultural values with alcoholic liquor, and carried out cross-border cooperation with a series of cultural leaders and leaders in the cultural field, becoming the leader of cultural liquor in the new era.
Huang Yongyu, Ai Qing, Xie Jin and a large number of cultural celebrities and wine tasting experts from all over the country went to Xiangquan as guests to write poem inscriptions, and a group of famous writers and poets wrote poem inscriptions praising drunkard wine; The famous calligrapher Huang Miaozi praised the drunkard liquor as "mighty but not fierce"; The famous poet Ai Qing called Xiangquan "the shape of water, the character of fire"; The famous dramatist Wu Zuguang called the development of Xiangquan "just in time for life"; The famous writer Chen Zhongzhong sent a message that "Xiangquan Gathers Spirit Show, Drunkards Travel Far Away"; The famous poet Gong Liu Fushi "only did his best to hate the evening, drunk in the hometown of Xing wu Zen, drunk every day drunkard, and gradually mixed with poetry immortals"...
The alcoholic liquor company signed a successful strategic cooperation with Harvest magazine. Photo courtesy of the interviewee
The profound origin of alcoholic liquor and the Chinese literary circles has become a beautiful talk in the cultural circles and the winemaking circles.
On August 27, the alcoholic liquor and the Chinese literary temple magazine "Harvest" held the "Literary Boundless - Alcoholics Liquor × "Harvest" magazine strategic cooperation signing ceremony", this cooperation is not only a continuation of the cooperation between the alcoholic liquor and the literary circles, but also a two-way empowerment of the alcoholic liquor brand with the power of literature.
Zheng Yi said that with the blessing of China's top literary celebrities, it will open the door to the literary world for more people and effectively promote literary power to become a new trend of Chinese cultural self-confidence.