Hunan Daily New Hunan Client All Media Reporter Pan Xianxuan, Zhang Hao, Chu Tianshu
The once hot soy wine market, after 5 years of turbulence, began to ebb in 2021.
When the tide receded, we learned who was swimming naked, and those short-term investments that clamored that "as long as you stand on the wind, you can blow pigs into the sky" ended up with only chicken feathers.
(Eryoushan)
But only when the tide recedes, can real gold be deposited in the sand grains - that is, many investments have left the market in 2021, Hunan Yuanling Daqu Wine Industry Co., Ltd. after 5 years of scientific and technological research, by the national special winemaking master, special bartending master led by the expert team completed the "12987" Kunsha sauce hundreds of process innovation, on the occasion of the 70th anniversary of the establishment of the distillery grandly launched Yuanling Daqu sauce aroma series liquor, with "mellow and plump, silky soft, elegant and delicate, empty cup fragrant, long aftertaste" The sauce style has sprung up, and was called "opening a new chapter of the Xiangjiu brand" by Liu Weiping, president of the Hunan Former Liquor Association.
(70th Anniversary Celebration)
In 2022, Hunan wrote "revitalizing Xiangjiu" into the government work report for the first time.
In 2023, Hunan Yuanling Daqu Wine Industry Co., Ltd. will take advantage of the east wind of "Xiangjiu revitalization" and bring the new product Yuanmao 1893 to Changsha, the capital of the province, and pay tribute to the red Xiaoxiang.
(High-quality sorghum base)
On May 19 this year, the 23rd Central (Changsha) Wine Expo is about to open, standing on the new starting point of brand rejuvenation and Xiangjiu revitalization, Hunan Yuanling Daqu Wine Industry Co., Ltd. with Yuanmao 1893 to create a new coordinate of "Xiangpai Sauce Xiang Yuanling Sauce Wine".
Yuanling fine wine, thousands of years deep alley has a lingering fragrance
Yuanling has had a wine name since ancient times.
(Cellar Wine Cellar)
According to legend, in 656 BC, the Duke of Qi Huan, the head of the Five Hegemons of Spring and Autumn, reproached the king of Chu for not supplying the Zhou royal family with winemaking materials from Chu's Qianzhong County (Yuanling) in time, and led the princes' army to attack the state of Chu, and the two sides formed an alliance to summon the tomb. This incident indirectly shows that as early as more than 2,000 years ago, Yuanling had a tradition of brewing wine.
(Sorghum harvest)
Famous mountains and great eups produce good wine, which is the basic territory of traditional Chinese famous wine. "Famous mountain" is a natural landscape, which is the natural condition necessary for making good wine; "Dayi" refers to a town with a large population, and the strong market demand is the necessary social environment for making good sake. Yuanling County town is connected to Wuling, Xuefeng two major mountain ranges, gathering "five streams" many large rivers, from Qin, Han to Ming, Qing, Republic of China, has always been the "central city" in the western region of Greater Xiang, during the Anti-Japanese War Hunan provincial government twice resident in Yuanling, Yuanling hundred industries prosperous, more than a dozen breweries, a total capital of 40,000 silver yuan, the scale is comparable to the folk wine industry in Moutai Town, Kweichow at that time.
(High-quality red sorghum)
After the founding of New China, in 1951, 8 private wine workshops in Yuanling County responded to the call of the state to realize joint winemaking, and then established a state-owned distillery, using traditional old cellar koji making, constantly improving the new technology of small liquid fermentation, and brewing "Yuanling Daqu" in 1959 with rich aroma, sweet mouth, mellow taste and long aftertaste. As soon as this wine was launched, it was named Xiangqian and Xiangqian Provinces. Since 1965, Yuanling Daqu has been rated as "Hunan Province Quality Product" for seven consecutive years, and won the "Gold Award of Quality New Product" at the first China Food Expo in 1988, becoming a veritable national famous wine, and its products sell well throughout the country. It is no exaggeration to say that at least two generations of Huaihua people carry the good memories of Yuanling Daqu.
(Fermentation Workshop)
The old man Hu Xiangdong, who lives in the ancient city of Hongjiang, still keeps a 1979 Yuanling Daqu hop, which is a precious memorial left by his late father Hu Jincai. During the prosperous period of the "Hongshang" of the Republic of China, Hu Jincai, who was full of strength, worked as a porter for an oil number, and after the founding of New China, he entered the shipping company of the joint venture to engage in the work of arrangement, tying the timber of Jingzhou and Huitong into wooden rows every summer and autumn, and following the Yuanjiang River down the Chenxi, through the Yuanling Tomb, and to Changde. Every time he released the platoon, he had to punch a few pounds of bulk Yuanling Daqu from the supply and marketing cooperative, and he went back and forth for about 20 days, and when he went, he drank alcohol to prevent moisture, and when he went back, he picked up goods and drank to relieve fatigue, his body was tough and painless, and he was still straight at the waist and free to move until he was in his nineties. In 1979, Hu Jincai's sister who married into Yuanling came back for the New Year, specially brought him two bottles of Yuanling Daqu, he was very happy, after drinking the wine, he specially saved the bottle, and later accidentally broke the bottle when he moved, he soaked the remaining bottles in warm water, and carefully peeled off the hops completely as a souvenir. Today, the old man Hu Xiangdong is also over eighty years old, and he has long stopped drinking baijiu due to physical reasons, but his feelings for Yuanling Daqu have been fresh for a long time, and every time he opens the hops sandwiched in the pages of the book, his nostalgia is overflowing: "Such a good wine, if only it could continue to be produced." ”
In the early 90s of last century, there was a serious overcapacity of domestic fragrant liquor, and the market competition was unprecedentedly fierce, and the counterfeit and shoddy brand of famous liquor took the opportunity to rise, and Yuanling Daqu bore the brunt of the attack from both sides, and the production and operation quickly fell into a trough. At that time, it coincided with the start of construction of the Wuqiangxi Power Station, and the winery located in the flooded area of the reservoir stopped production after being reasonably resettled, gradually fading out of people's sight.
(Sorghum ripening)
Surprisingly, although the distillery stopped production, the value of the inventory of Yuanling Daqu doubled, and by 2000, a bottle of 1988 prickly pear Yuanling Daqu was speculated from the original retail price of less than 20 yuan per bottle to more than 600 yuan, and the price even exceeded many famous wines that were hot selling at that time. There is an inherent element of market hype, but it is an indisputable fact that the excellent quality of Yuanling Daqu has been widely recognized by consumers. Shen Dezhi, the current chairman of Yuanling Daqu Wine Co., Ltd., who was doing business abroad at that time, was keenly aware that this is the heritage of famous wine, and once the time is ripe, Yuanling Daqu will surely be reborn!
Silent and revival, opening a new chapter of Xiangjiu
All encounters in the world are reunions after a long absence.
(New appearance of the county (Photo provided by Hunan Yuanling Daqu Wine Industry Co., Ltd.)
22 years ago, Shen Dezhi left his hometown to "go to the sea", and his classmates and friends saw him off with a bottle of Yuanling Daqu and a bag of peanut rice, and a bottle of wine was divided into two large glasses. Unexpectedly, he returned to his hometown more than ten years later to start a business, and he decided that "a career worth fighting for all his life" was to "resurrect" the Yuanling Daqu wine that made him drunk that year.
There is an inevitability in coincidence. The "resurrection" of Yuanling Daqu people has voice, the market has potential, and the most important thing is that there is demand for the development of local leading industries, and many leaders of the Yuanling County Party Committee and County Government have worked diligently for this. The clock hand points to 2016, poverty alleviation is in full swing, rural revitalization is on the agenda, Huaihua Municipal Party Committee, Municipal Government, Yuanling County Party Committee and County Government in order to strengthen the leading industry, seek high-quality development, vigorously optimize the business environment, comprehensively carry out investment promotion, "welcome the hometown, return to the hometown, build the hometown", four leaders of the Yuanling County Party Committee and the county government found Shen Dezhi and warmly invited him to return to his hometown to invest and contribute to the development of his hometown. At this time, Shen Dezhi also entered a period of development and transformation, staying in other places to continue to do business is familiar with the road and making considerable money, but business is business, what to make money and what to do, can not be a career, Shen Dezhi, who has achieved wealth freedom, needs a career that is "worth fighting for even if it does not make money". It is at the junction of the career that the two sides reach a consensus on cooperation.
In February 2016, Shen Dezhi returned to Yuanling and established Hunan Yuanling Daqu Wine Industry Co., Ltd. with a registered capital of 56.19 million yuan, settled in Yuanling Industrial Park, and officially started the reconstruction project of Yuanling Daqu.
To restart the "Yuanling Great Song", the choice of direction is extremely important. There are two options in front of Shen Dezhi: A. Copy the original model of Yuanling Daqu and produce fragrant liquor; B. Follow the new trend of sauce aroma and develop sauce aroma liquor. The two options have their own advantages and disadvantages, choose to produce fragrant liquor, Yuanling has technical skilled, ready-made formula technology, less investment, short cycle, low risk, but the growth is not high. The choice to develop sauce-flavored liquor is in line with the current investment outlet, with high growth, but there are many potential risks, first, the key technology starts from scratch, and it is necessary to digest and absorb, reform and innovate while introducing advanced technology, forming its own core competitiveness, and it is difficult to tackle key technical problems; Second, the investment cost is high, the investment cycle is long, many investors have begun to retreat from the sauce outlet, and the pressure of capital operation is high; Third, Moutai has been established as the benchmark of sauce-fragrant liquor brands, and consumers' exclusivity has become a huge obstacle for other sauce-fragrant liquor brands to develop the market, and the market operation risk is high.
Faced with this key choice question, Shen Dezhi, who is accustomed to crawling in the market, is not in a hurry to make a decision, he went to the representative sauce base in Guizhou Province for repeated field investigations, and went to Beijing and Shanghai many times to consult with the top domestic liquor experts, and gradually formed his own mature ideas: the development of sauce wine is the wind outlet is also the demand, in the eyes of investors is only investment hot, but in the eyes of consumers is the urgent demand for good wine, especially the overall well-off and rich consumers are no longer satisfied with having alcohol to drink, but pursue to drink healthy and good wine. The sauce-flavored liquor with an investment cost of more than 100,000 yuan per ton and a brewing cycle of more than three years is precisely the quality assurance of healthy and good wine, and the development direction must comply with consumer demand. Second, although Moutai wine is a benchmark for sauce aroma, the market position cannot be shaken, but the development of sauce-fragrant liquor is not to compete with relevant famous wines, but to use mature sauce wine technology to brew more flavors of sauce wine according to the natural conditions of various places, expand the market share of sauce wine, and constantly meet the needs of more consumers for sauce wine.
Based on these profound understandings, Shen Dezhi and his entrepreneurial team have formed a clear development path: unswervingly take the road of sauce wine development and realize the rebirth of Yuanling Daqu; Unswervingly take the road of scientific and technological innovation, introduce mature key technologies, form their own unique style, and create new advantages of "Xiangpai sauce wine"; Unswervingly take the road of brand development, improper substitutes, to make a new brand of sauce fragrance. In June 2018, the company's first batch of 1,000 tons of sauce wine produced in accordance with the "12987" Kunsha process standard was put into the sand, sealed and aged for three years, and then carefully blended by national bartenders. On July 8, 2021, on the occasion of the 70th anniversary of the establishment of the distillery, Yuanling Daqu officially launched a series of baijiu with sauce aroma, which made the same behavior of liquor inside and outside the province, and Liu Weiping, president of the Hunan Liquor Association, called it "opening a new chapter in the Xiangjiu brand".
Yuanling Daqu, which has been silent for twenty years, announces its rebirth with the difficult action of transforming sauce wine.
Take advantage of the situation and forge tens of billions of industries
The transformation of Yuanling Sauce Wine has closely grasped the pulse of Xiangjiu's industrial development.
In February 2021, the Hunan Provincial Department of Industry and Information Technology issued the "Policies and Measures on Promoting the Supply-Side Structural Reform and High-quality Development of the Liquor Industry", which proposed to achieve the development requirements of 1 overall goal (50 billion revenue), 2 10 billion enterprises, and 3 core production areas (Xiangxi production area ranked first) in 2025.
In January 2022, the People's Government of Hunan Province issued the "Notice on Printing and Distributing the Opinions on the Implementation of the Key Work Division of the Government Work Report", which mentioned that it will consolidate and enhance traditional consumption, support the innovation and development of a number of time-honored leading enterprises, and promote the brand development of Xiangjiu. In order to promote the high-quality development of the Hunan wine industry, the government will promote the development of Hunan wine from four aspects: doing a good job in industrial services, grasping the industrial ecology, promoting industrial upgrading, and cultivating leading enterprises. This is the first time that "revitalizing Xiangjiu" has been written into the work report of the Hunan Provincial Government, which has become a phenomenal event in the liquor industry in Hunan and also means that the liquor industry has ushered in major development opportunities.
According to the development plan of Yuanling Daqu Wine Industry Co., Ltd., the production capacity will be 1,000 tons in 2021, and the storage of raw wine will be 3,000 tons; In 2022, the production capacity will be 1,000 tons, and the raw wine storage will be 3,500 tons while ensuring market sales and supply; In 2023, the production capacity will be 2,000 tons, and the storage of raw wine will be 4,000 tons while ensuring market sales and supply; In 2025, the second phase of the project construction will be completed, with an investment of 320 million yuan; in 2026, the third phase of construction will be started, and the investment will be completed within five years to achieve sales revenue of 3 billion yuan, with a total market value of more than 6 billion yuan, and strive to achieve sales revenue exceeding 10 billion yuan within ten years and develop into the first soy wine enterprise in Hunan Province.
These seemingly abstract figures, on the surface, are just the development determination of the enterprise, and whether they are realized or not can be adjusted randomly. In fact, from the moment Yuanling Daqu chooses the direction of sauce wine, there is no way back from this plan, only by adhering to ingenuity, forging ahead, winning the market with excellent quality, expanding the scale by good benefits, and occupying the core position of the first brand of Xiangjiu sauce fragrance in the development of step by step, can we truly realize the rebirth of Yuanling Daqu.
The operators of Hunan Yuanling Daqu Wine Co., Ltd. are well aware of this, and the decision-makers of Huaihua City and Yuanling County, which are planning high-quality leapfrog development of the regional economy, are also watching the fire. To this end, the leaders of the Huaihua Municipal Party Committee and Municipal Government have visited Yuanling for investigation many times, held in-depth discussions with the responsible persons of the Yuanling County Party Committee, the county government and enterprises, and encouraged enterprises to closely focus on the strategic positioning and mission of "three highs and four new", persistently grasp the industry, achieve key breakthroughs in scientific and technological innovation and integrated development, continuously create solid social and economic benefits, and make new and greater contributions to the construction of "three cities and one district".
With the great attention and strong support of the local party committees and governments at the city and county levels, Shen Dezhi and his entrepreneurial team are determined to create high-quality sauce wine with the spirit of unremitting and excellence. First, it is necessary to strictly control the production of grain raw materials. Chairman Shen Dezhi personally led the team to conduct in-depth investigation and item-by-item comparison of the natural environment of Luzhou, Renhuai, Yibin, Guling, Zunyi, Xishui, Yuanling and other places along the 28° north latitude, formulate the production standards of red sorghum, establish a 2667-hectare raw material base in accordance with the cooperation model of "company + base + farmer", unified seed breeding and unified organization of production, not only to ensure the vested interests of the majority of farmers, but also to effectively eliminate pollution, strictly control sorghum grain standards, and ensure first-class quality of kunsha. The second is to insist on using the best water to make wine. The company entrusted Sichuan Central Inspection Technology Co., Ltd., an industry authority, to test the water quality of more than 50 proposed water intake points, compare and analyze the water quality reports of three famous domestic soy wine brands, select 11 key indicators from 31 basic standards, and transport the best water from the water intake point nearly 50 kilometers away from the company with high standards of water quality better than other soy wine brands. The third is to continuously improve the Kunsha process. While implementing the "12987" standard (that is, a one-year cycle, the cycle from the beginning of music production to the final altar sealing is one year; Secondary feeding, feeding twice in one production cycle; nine times steamed; eight fermentations; Seven times to take wine, a total of seven times in one cycle), by the company's general manager Li Siqing organized an expert team to carry out special research on the key links, determine the optimal temperature of sauce aroma Daqu and stacked wine mash affect the aroma yeast, analyze the difference in the volatilization of sauce aroma substances in different processes, and implement precise control of the whole process of kunsha process to ensure that the quality of sauce aroma is better than similar brands. The fourth is to comprehensively improve the level of bartending. Carry out in-depth cooperation with famous domestic sauce brands, invite domestic top tasters and bartending masters to guide and participate in the company's bartending research, through different years and different levels of original wine blending, explore the sauce aroma more prominent, the aroma and aroma substances are richer, the aroma, taste is more full, the taste is more delicate and round, brewing the first batch of sauce-fragrant liquor in Yuanling Daqu "sauce fragrant, mellow and clean, elegant and delicate, long aftertaste" unique style, has been unanimously praised by the tasters of famous domestic sauce companies. It has stabilized the key first step in the transformation of Yuanling Daqu to sauce and baijiu.
Yuanmao 1893, craft wine
If tea is a letter to the mountain gods, wine is more like a local chronicle. Precipitated in the climate of mountains and rivers and humanities, experienced in long years and small creatures, one side of the water and soil brews the other wine.
As the largest county in Hunan Province, Yuanling County has a rich red culture. On the Long March Road, famous historical events such as the "passage to the troops" were linked here, and the headquarters of the Second and Sixth Armies of the Red Army, which planned the breakthrough of the Central Red Army, were located in Yuanling; In the early days of the founding of New China, it was the headquarters of the "Xiangxi Bandits," and the headquarters of the 47th Army of the Chinese People's Liberation Army, which was ordered to participate in the "Xiangxi Bandits," was also located in Yuanling.
"Thousands of drops of Red Army blood, step by step heroic body", in this hot land once soaked in blood, red is the most dazzling color of Yuanling.
In order to remember history in order to illuminate the future, in order to pay tribute to red history and red greats, and build the red Chinese dream together, Yuanling Sauce Wine, which has been baptized by red culture since its birth, launched a sincere work in 2023 - "Yuanmao 1893".
Yuanmao 1893 is extremely particular about the environment, climate, water quality, grain and brewing process, strictly benchmarking the production standards of domestic leading brands to ensure that every drop of sauce wine condenses the harmonious beauty of "water, soil, climate, microorganisms".
Ecological geography
"Yuanmao 1893" is produced from the golden winemaking corridor of 28 degrees north latitude, located in the mountain basin, close to the big rivers, the basic conditions are comparable to the core wine-producing area of 7.5 square kilometers in Maotai Town, the typical greenhouse-type microclimate, the unique red sandstone base cellar, and the ecological environment with high oxygen content are particularly conducive to the high-temperature fermentation of sauce wine.
Ecological water sources
The brewing water of "Yuanmao 1893" is taken from the Sage Mountain Spring, which is known as the "Saint". The strata of Sage Mountain are composed of sedimentary rock, purple-red conglomerate, with good water permeability, surface water and groundwater seepage out through the red layer on both sides, dissolving a variety of trace elements in the red layer that are beneficial to the human body, and through layers of osmosis filtration, the formation of clear water, sweet and pure. After scientific testing, the water quality of Sage Mountain Spring Water has moderate pH and is rich in metasilicic acid, strontium and other minerals, which is conducive to koji enzyme saccharification and microbial utilization of winemaking, and is an excellent brewing water that can not be sought.
Ecological raw food
Non-pure grain does not sauce fragrant, and the biggest feature of sauce wine is pure grain brewing. "Yuamao 1893" is made from high-quality and complete grains of local red yarn sorghum, with a crushing rate of less than 20%, small grains, thick skin, high tannin content, resistant to turning and able to withstand multiple cooking. After testing, the content of sorghum pullulan produced by Yuanling purple-red sandstone soil was 92%, and the cross-sectional glass texture was full and delicate. The tannin content of sorghum was 1.82%, and the sauce flavor formation conditions were sufficient. At the same time, high-quality organic wheat is selected as the koji, and the ratio of koji to grain is as high as 1:1, which ensures the production of high-quality sauce and fragrant wine from the selection of materials.
Ecological craftsmanship
"Yuanmao 1893" always adheres to the "12987" traditional sauce wine kunsha brewing process.
1 is "one cycle per year", and it takes one year to complete a cycle.
2 That is, "two grain feeding", which means that during the brewing process, there is one sand and one brown sand every year.
9 is "nine steaming", which refers to the wine brewing process, a total of nine steaming is required.
8 is "eight fermentation", which refers to the brewing process, a total of eight fermentation is required, and after each steaming, the koji must be shoveled into the cellar pit for sealing.
7 is "seven times to take wine", which refers to the brewing process, a total of seven times to take the wine. Although it is necessary to steam nine times during the brewing process, the sake is not taken until the third steaming, so it is necessary to take the sake seven times.
Not only that, "Yuanmao 1893" also hired the national special winemaking master Fan Depei and the special bartender master Bian Shaoyong to be responsible for technical research, in storage, pottery storage, promote the aging and aging of the wine, make the wine mellow and soft, and create a new advantage of "Xiangpai sauce wine".
After the Dragon Boat Koji making, Chongyang sand and four times of synchronization, the sauce aroma comes out, complex and strict brewing process, "Yuanmao 1893" from feeding to the delivery of the product needs to go through 30 processes, and to go through 165 links of tempering, the process is complex and complex, the working time is slow and long, high-temperature koji making, high-temperature accumulation, high-temperature fermentation, high-temperature distillation, long production cycle, long storage cycle, long koji making time.
Yuanling sauce wine red fragrant
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