On January 24th, the "Baijiu Academy: 360 Lines", exclusively launched by Shuijingfang, a high-end liquor brand in China, landed in Beijing, and guests from more than 20 industries participated in the Baijiu Academy course to learn about baijiu knowledge and liquor culture on the eve of the Spring Festival. At present, the "Baijiu Academy, 360 Lines" has covered 80 industries, and in the future, the "Baijiu Academy: 360 Lines" will continue to convey the liquor culture, guide the "360 Lines, Lines to understand liquor", and is committed to "understanding and drinking liquor", so that more people can feel the charm of liquor.
Shuijingfang's exclusive liquor workshop
As one of the world's six major distilled spirits, Chinese baijiu has a profound historical and cultural heritage and a unique brewing process. Chinese liquor culture has been inherited for thousands of years, is an important part of Chinese traditional culture, and has an inextricable close relationship with national life, under the trend of the revival of Chinese excellent traditional culture, the charm of liquor culture has been more widely concerned and recognized. Shuijingfang No. 1 Fang, with more than 600 years of deep cultural foundation and precipitation, has a rare "double national insurance" assets in the industry, and consciously undertakes the mission of promoting traditional culture.
According to authoritative forecasts, the scale of the liquor industry is expected to exceed 750 billion yuan in 2023 (GDP will exceed 126 trillion yuan in 2023). China's liquor industry is expected to reach a trillion scale in the next two years, however, the inheritance and promotion of liquor culture has failed to keep up with the pace of industrial development, and the public's common questions and pain points about liquor consumption do not match the development status of China's liquor industry.
It is precisely because of this social pain point that Shuijingfang launched the first liquor knowledge dissemination platform in China led by the brand in April last year and jointly created by the China Liquor Industry Association, the liquor education institution Yuankun and industry experts - "Baijiu Xuefang - The First Fang", which is intended to inherit the liquor culture and promote the aesthetics of liquor. Through the explanation of professional lecturers, vivid digital interaction and various liquor tastings, the course brings students a new journey of liquor aesthetic experience, which is a professional, popular science and interesting liquor cultural experience, hoping that all students can "understand and understand wine".
Industry insiders pointed out that Shuijingfang's "Liquor Workshop, 360 Lines" series of activities is not only a popular science of liquor knowledge, but also a cultural dissemination that is deeply rooted in the hearts of the people. This activity is unique, not only breaking the one-way communication mode of traditional liquor knowledge popularization, but also allowing consumers to participate in the exploration of liquor culture. Through exchanges with all walks of life, this activity shows the profound heritage of liquor culture and makes more people feel the charm of liquor culture.
The liquor school links 360 lines
Over the past year, more than 500 sessions have been held, and nearly 20,000 consumers from multiple industries have participated in the course. In the immersive experience, the students of the Baijiu Academy from different industries walked into the diverse world of baijiu and felt the cultural aesthetics of the baijiu industry.
As a liquor knowledge dissemination platform with the mission of helping consumers "understand and understand liquor", "Baijiu Academy: No. 1 Workshop" continues to fully embrace the public on the basis of its high social value and significance, and selects "360 Lines" as the entry point and sample to continue to promote the implementation of popular science, attracting leaders from various industries to gather with the long and brilliant traditional Chinese liquor culture. Focusing on social hotspots, discussing the topic of liquor, building a bridge of interactive communication between liquor and 360 lines, while feeling the unique charm of liquor as a cultural symbol and social medium inherited for thousands of years, it guides all walks of life to complete the transformation from "drinking" to "understanding drinking, drinking and understanding liquor".
On January 24th, on the occasion of the Spring Festival, in order to further deepen the link with mass consumers, so that all walks of life can correctly understand baijiu, understand baijiu culture, and realize "understand drinking, drink and understand liquor", "Baijiu Academy: 360 Lines" was held at Beijing Qingyun Ershisan Art Center, and more than 20 guests from all walks of life participated in the Baijiu Academy.
At the beginning of the event, Xing Yuanyuan, Senior Director of Brand Equity and Public Relations of Shuijingfang, said: "Chinese baijiu is a cultural symbol that has passed through Chinese history, and it also represents the lifestyle and ideological realm of the people of our big eastern country. We hope that the courses of Baijiu School can truly enter the lives of all walks of life and everyone, and we hope that Xingxing can understand baijiu and everyone can truly enjoy the charm of Chinese baijiu. Jiang Anqi, senior vice president of Zhihu, said: "It is more important to taste the connotation of liquor, different liquors, different aromas, representing different charms, drinking and tasting must be done slowly, it has profound cultural attributes behind it." ”
At the scene, the guests said that they had gained a lot from the course learning of the Baijiu Academy. Zhihu food writer Qian Xiaoping said: "The course is not only interesting, but also very down-to-earth, and it is highly recommended that people from all walks of life can participate in this course, so that everyone can understand drinking and drinking." Uncle Mao, the financial director of the listed company, believes: "Drinking wine is not only about frequently raising a glass, but also about learning about liquor, so that more people can understand the charm of liquor culture." "Baijiu Academy: 360 Lines" is not only an opportunity to deeply understand and taste baijiu, but also an inheritance and promotion of Chinese liquor culture. A full-time self-media writer and writer Yicheng said: "Bringing together people from 360 lines to learn about liquor culture, how to taste liquor, and learning the fermentation history and process of liquor is also a kind of inheritance of liquor culture." Mo Cangli, a film and television development practitioner, said: "360 lines, the best in the industry, each industry, the demand for liquor is different, after truly understanding the liquor culture, you can choose your own suitable liquor." ”
Quality culture is grasped with both hands
During the Spring Festival, it is the peak period of liquor consumption and drinking, and how to "understand drinking, drink and understand" and other topics have once again become the focus of public attention. In the face of the peak of liquor consumption during the Spring Festival, Shuijingfang's "Liquor Academy, 360 Lines" takes the industry as the entry point, and spreads and shapes cultural self-confidence with the responsibility and exploration of innovation and inheritance.
Industry insiders further pointed out that Shuijingfang's "Baijiu School Workshop 360 Lines" not only creates cultural value, but also creates more economic value. On the one hand, with the help of the "Liquor Academy, 360 Lines" activity, Shuijingfang has realized the cognitive cultivation of the core audience of the B-end and provided a strong endogenous power for terminal sales. In addition, as the industry's first liquor knowledge dissemination platform, the "Baijiu Academy: 360 Lines" has also opened a new era of liquor culture dissemination and is of milestone significance. For other brands in the industry, it has undoubtedly become a benchmark liquor knowledge dissemination platform.
"Baijiu School, 360 Lines" is a high degree of consciousness and responsibility of Shuijingfang as a well-known liquor company, and it is also an extension of the company's quality and cultural self-confidence that pioneered the industry. In 1998, the "No. 1 Flora" isolated from the pit mud by the scientific archaeology of Shuijing Street Distillery has become a unique quality code that has been growing for more than 600 years. In recent years, through continuous investment in the scientific research of No. 1 bacteria group and continuous upgrading of core products, Shuijingfang is leading the industry to new heights with its superior quality confidence. In the past 25 years of scientific archaeology, the site of Shuijingjie Liquor has been identified as one of the "Top Ten New Archaeological Discoveries in China in 1999", listed as the fifth batch of national key cultural relics protection units in 2001, and listed as a national intangible cultural heritage by the State Council in 2008. Shuijingfang also relies on the "Double National Insurance" to build the Shuijingfang Museum, which reproduces the traditional brewing skills of Shuijingfang liquor with real production scenes, so that more and more people can feel the long history of traditional Chinese liquor culture and the unique charm of traditional Chinese culture. The "Baijiu Academy, 360 Lines" also benefits from the continuous nourishment of Shuijingfang's brand heritage, cultural foundation and quality foundation for more than 600 years, which is not only the embodiment of Shuijingfang's corporate social responsibility, but also a beneficial exploration of the inheritance and promotion of traditional Chinese culture.
At present, the "Liquor School 360 Lines" has covered 80 industries. Subsequently, the "Baijiu Academy: 360 Lines" will be launched across the country one after another, continuing to convey the knowledge and culture of baijiu, guiding the "360 Lines and Lines to understand baijiu", and opening a new chapter in the inheritance and development of Chinese baijiu culture.