"The liquor workshop launched by Shuijingfang is building a bridge between the past and the present, closely connecting the traditional liquor culture with the modern scene, so that consumers can more intuitively feel the charm of poetry and liquor culture. Li Xiafeng, deputy director of Chengdu Du Fu Thatched Cottage Museum, said at the site of the anniversary special edition of the "Baijiu School 360 Lines".
"Baijiu Academy, No.1 Fang" is a liquor knowledge dissemination platform exclusively created by Shuijingfang, China Liquor Industry Association, Yuankun, China's leading liquor education and technical service platform, liquor masters, and industry experts. This year marks the first anniversary of the establishment of the Baijiu Academy. During the Spring Sugar Period, the "Baijiu Academy, 360 Lines" anniversary special edition event was held in Chengdu Du Fu Thatched Cottage, and the second phase of the cultural version of the Baijiu Academy course was released, with a cross-time and space "world's first liquor game", the ancient and modern "top ten cultural streams" gathered, followed their footsteps, or watched the beauty of the flowing water, or felt the beauty of drinking alone among the flowers, tasted the joys, sorrows, sorrows and joys of the "top streams" in the poetic aroma of liquor, and experienced the long-standing charm of liquor culture "up close", opening a sensory journey combining culture and tasting.
Shuijingfang's "Liquor Workshop, 360 Lines" anniversary special edition was held in Chengdu Du Fu Thatched Cottage
Searching for the roots of poetry wine culture and talking about the development of liquor culture
The thousand-year-old liquor culture is a treasure of traditional Chinese culture. Shuijingfang, with more than 600 years of profound cultural roots and precipitation, is a rare owner of "double national insurance" in China's liquor industry, including the national key cultural relics protection unit Shuijingjie Liquor Ruins (now Shuijingfang Museum), as well as the national intangible cultural heritage Shuijingfang liquor traditional brewing skills. More than 600 years of uninterrupted brewing of the living ancient cellar pond and the continuous aroma of the "No. 1 bacteria" in the cellar pond inject high-quality flavor and taste into Shuijingfang liquor.
During the spring sugar period last year, Shuijingfang launched the "Baijiu Academy, the first workshop", building a bridge for interactive communication between liquor and all walks of life, which not only made more and more people feel the long-standing and unique charm of traditional Chinese liquor culture, but also made the "Baijiu Academy, the first workshop" in Shuijingfang's more than 600 years of brand heritage, cultural foundation and quality foundation continue to nourish, and become a useful exploration for Shuijingfang to consciously undertake the mission of spreading liquor culture.
Shuijingfang has been brewing for more than 600 years
Over the past year, adhering to the concept of helping consumers "understand how to drink and drink to understand wine", the Baijiu Academy has taken 360 lines as the entry point to continuously promote the implementation of popular science, fully embracing the public, and has traveled to more than 70 cities, attracting nearly 20,000 consumers from more than 100 industries to participate in the experience course, and allowing them to truly know and understand the liquor culture. "Baijiu Academy, born in Chengdu production area, is a pioneering achievement of industrial inheritance. Song Shuyu, chairman of the China Liquor Industry Association, praised.
Returning to Chengdu full of praise, Shuijingfang chose to hold the "Baijiu School 360 Lines" anniversary special edition event in Du Fu Thatched Cottage. During the sugar and wine fair, under the guidance of the Chengdu Municipal Bureau of Culture and Tourism, Shuijingfang and Chengdu Tourist Attractions Association jointly launched Chengdu's first wine and tourism integration route "Spring Drinking a Pot of Wine, Ancient and Modern Through More than 600 Years", and Du Fu Thatched Cottage is an important stop. The route starts from the Shuijingfang Museum, and takes more than 600 years of ancient and modern times as the creative point, including Du Fu Thatched Cottage, Heming Tea House, Hejiang Pavilion and other urban cultural landmarks and cultural tourism resources, presenting the classic style of Chengdu.
Chengdu's first wine and tourism integration route - Du Fu Thatched Cottage
The anniversary celebration held here is not only a tribute to Chengdu's thousand-year-old poetry and wine culture, but also a new journey for Shuijingfang Baijiu School to return to its origin. Tribute, originated from the deep foundation of Chengdu's liquor culture, the ecological environment, brewing technology and humanistic advantages have formed the unique "living inheritance" of Shuijingfang for more than 600 years, giving Shuijingfang wine high-quality flavor and taste;
Li Xiafeng, deputy director of Chengdu Du Fu Thatched Cottage Museum
Li Xiafeng, deputy director of Chengdu Du Fu Thatched Cottage Museum, said: "Studying and inheriting the liquor culture is the pursuit of the roots of Chinese culture. I'm very happy to see Shuijingfang take the lead in doing this. The curriculum of the Baijiu Academy is very innovative, systematic, interesting and professional, and I hope that more people can contact, understand and love Chinese poetry and wine culture through this course. ”
"Wine is made for a better life. Many of the most important moments in our lives are accompanied by fine wine, and these experiences are difficult to carry and replace in other media. It is the responsibility of liquor companies to popularize the culture of liquor and tell the story and culture behind it, and it is also the happiness of doing this business. Zhou Yuanxin, Chief Marketing and Digital Business Officer of Shuijingfang, talked about the original intention of doing the Baijiu Academy, saying: "In this different era, Shuijingfang should protect and develop this cultural project in a more interesting and innovative way. ”
Taste Chinese poetry and wine culture and go to "the world's first wine game"
During the period of deep adjustment of the industry, culture is one of the important ways for liquor brands to communicate sincerely with consumers and establish deep links. However, in recent years, with the improvement of the quality of life of most groups, the consumption concept and life cognition have undergone great changes, and it is urgent for the entire industry to innovate the way of expression and communication, and tell the liquor culture and the story of liquor in a way that the public prefers, so that more consumers can fall in love with liquor.
During the anniversary, Shuijingfang launched the second phase of the cultural version of the Baijiu Academy, taking fine wine as a clue and "one person, one thing, one classic, and one story" as the outline, perfectly connecting the ten top cultures, drinking utensils, cultural classics, and historical stories related to wine, and creating a comprehensive aesthetic experience through new narratives, new scenes, and new experiences, breaking through the traditional curriculum structure.
Zhong Yuchen, co-founder of Yuankun
On the day of the event, under the leadership of Zhong Yuchen, co-founder of Yuankun, the guests on the scene experienced the "No. 1 Wine Game in the World" as the world's first batch of experience officers of the cultural version of the course. The lecturer takes the top of history and culture as the guide, the wine culture as the key, the wine classics as the supplement, and the wine tasting and wine viewing as the line, and explains from shallow to deep, which is full of fun. The guests also experienced ancient drinking games such as wine chips and flying flower orders, as if they had traveled through thousands of years.
Hu Yiming, vice chairman of the Famous Liquor Collection Committee of the China Liquor Industry Association
From the sacrificial culture of reverence for heaven and earth and ancestors, to the poetry and wine elegance of Tang and Song Yun, and then to the ordinary people, the fragrance of fine wine is everywhere in the traditional Chinese culture and national spirit. "Shuijingfang Baijiu School has obvious industry demonstration significance in inheriting Chinese baijiu culture and building a connection between baijiu and modern humanistic spirit, which can be called a milestone innovation in the development of Chinese baijiu culture. Hu Yiming, vice chairman of the Famous Liquor Collection Committee of the China Liquor Industry Association, said.
Continue to link 360 lines Shuijingfang serves as a developer of liquor culture
Baijiu accompanies every important moment of life, and also connects all walks of life, becoming an important carrier for people's emotional communication and business socialization. However, the demand for baijiu is different in every industry and circle, and only by truly understanding the culture behind baijiu can we truly appreciate the beauty of baijiu.
For business executives, the social nature of baijiu is what they value most. Mr. Wan, an investment consultant, said: "Through this course of Baijiu Academy, on the one hand, it has supplemented my shortcomings in Baijiu knowledge, and on the other hand, it has also enriched my understanding of Baijiu history and culture. "Mr. Liang is the co-founder of a business and often attends a lot of drinking parties. He said: "When I used to drink alcohol, I often wondered, why can't I drink as indifferent and free as in the poetry of the ancients? After studying today, I found that drinking alcohol is actually more about pursuing a kind of spiritual liberation and pleasure. Like wine tasting, wine appreciation, and wine production technology, these are all treasures in the long river of civilization and should be vigorously promoted. ”
Guests from all walks of life experience Shuijingfang Liquor Workshop
As a professional wine evaluator, Ms. Deng hopes to gain more professional knowledge through the Baijiu Academy. In the Baijiu Academy, Ms. Deng mastered more methods of tasting and identifying baijiu, and learned more about the culture and heritage behind baijiu, she said: "When drinking, you can enjoy the happiness of drinking in more dimensions, not only to get simple satisfaction in physical feedback, but also to think of the history, culture and heritage of baijiu when tasting, and to get more pleasure emotionally." ”
The guests followed the lecturer to learn the knowledge of liquor tasting
Cultural practitioners pay more attention to the story behind a glass of liquor, and value the inheritance and promotion of the profound history and culture of liquor. Mr. Miao has been engaged in the publishing industry for many years and has always been obsessed with the study of traditional Chinese culture, and after experiencing the Baijiu Academy, he said, "I didn't know much about baijiu before, but this time, through the Baijiu Academy, I have a deeper understanding of the world's liquor culture, the varieties of liquor and the inheritance of Chinese liquor culture." I used to just drink baijiu, but now I am slowly starting to understand baijiu. ”
Wang Hongbo, a special researcher of the Sui-Tang Grand Canal Museum, a visiting professor of Sichuan University of Light Chemical Technology, and a national first-class wine taster
"Baijiu Academy, the first workshop" 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. Wang Hongbo, a special researcher at the Sui-Tang Grand Canal Museum, a visiting professor at Sichuan University of Light Chemical Technology, and a national first-class wine taster, said: "The Baijiu Academy continues to innovate expressions and resolve the gap between professional quality and cultural knowledge and consumer communication and understanding. ”
Not only that, during this year's Spring Sugar Period, Shuijingfang also brought the widely acclaimed "Drunken Brocade" and "Aesthetics in Wine, Beauty in Wine" Shuijingfang Jingtai Aesthetics Festival back to Chengdu. From the "Baijiu Academy, the First Workshop", the integration of wine and tourism to the aesthetic ceremony, Shuijingfang continues to innovate the expression of Chinese liquor culture and aesthetics, and also provides more people with a new experience with more quality connotation and cultural value. Facing the future, Shuijingfang will further expand the breadth and depth of the dissemination of liquor culture, continue to pass on the knowledge of liquor, spread the culture of liquor, lead more people to "understand drinking, drink and understand liquor", and open a new chapter in the inheritance and development of Chinese liquor culture.