"Huaxia Wine News" reporter Liu Xuexia
On April 18th, the 11th Sealing Ceremony of Yanghe Handicraft and Times Temperature Yanghe Co., Ltd. was held in Suqian, the wine capital.
As the most distinctive cultural IP in the liquor industry, this Yanghe Sealing Ceremony once again witnessed the new height of Yanghe and profoundly shaped the cultural core of Yanghe. As Zhang Liandong, Secretary of the Party Committee and Chairman of Yanghe Co., Ltd., said, every year of sealing is a respect for history, a inheritance of ingenuity, and a response to the times.
At this sealing ceremony, Yanghe officially released the "Mianrou Vintage Old Wine Strategy". Industry insiders believe that behind the "Mianrou Old Liquor Strategy" is Yanghe's world-class liquor scale and wine storage scale, and it is also the supporting force for Yanghe's future development to 50 billion and 100 billion.
A grand ceremony,
Witness the thickness, temperature and height of the Yanghe River
The Yanghe Sealing Ceremony has been held for 11 sessions so far. Over the past 11 years, Yanghe has continued to keep pace with the times, interpret the connotation of craftsman spirit, enrich the connotation of brand culture, innovate the way of value transmission, and write the legend of craftsmanship and lead the road of chasing dreams in the new journey of "Chinese famous liquor".
This year's Yanghe Sealing Ceremony continues the theme of "Chinese Craftsman Dream Light", the whole ceremony is divided into three chapters: thickness, temperature and height, and tells the history, craftsmanship, quality, ingenuity and culture of Yanghe in the form of innovative programs, highlighting the cultural charm behind Yanghe's inheritance and ingenuity in the mutual reflection of color and dreams.
"Today, we meet in Suqian, the capital of wine, to pay tribute to Chinese craftsmen with a sealing ceremony, to pursue the light of dreams with the spirit of craftsmen, and to feel the temperature of the times in the new journey and create a better future together. Liu Hao, deputy secretary of the Suqian Municipal Party Committee and mayor, said in his speech. As the liquor capital of China, "Yanghe" has made Suqian, and Suqian has also achieved "Yanghe". Seal a jar of natural gifts, "wine vein" and "water vein" are fused to extract into "heavenly wine". Choosing to treasure Yanghe wine is to choose a piece of history, a culture, and a taste.
Sealing has a profound connotation in Chinese culture. "Seal" symbolizes solemnity and respect, and "Zang" symbolizes protection and treasure. Zhang Liandong, Secretary of the Party Committee and Chairman of Yanghe Co., Ltd., said in his speech that "Made by Chinese craftsmen, handmade from generation to generation" stores the ingenuity of winemaking, and "the unity of nature and man, soft old wine" cherishes the memory and temperature passed down from generation to generation. It tells the "story of spring" of the brewing craftsman, writes the "story of time" of the old liquor, and weaves the "dream story" of Yanghe partners.
Every detail of the collection conveys the warmth and humanistic care of Chinese craftsmen. From the immersive sitcom "Yanghe in Time", to "Kung Fu!" that says "Yanghe Kung Fu" with "Chinese Kung Fu", and then to He Bing's keynote speech "Temperature", every program, every melody, every frame, and every attitude have witnessed the Yanghe handicraft brewers' respect for tradition, pursuit of quality, and respect for the temperature of the times.
Through these solemn and solemn ceremonies, we can see the important chapters of Yanghe people's original intention returning, ingenuity refining, and classics revisiting, witnessing a new picture of the accelerated development of famous wines.
As the protagonist of this sealing ceremony, in anticipation, the 2024 Yanghe Sealing Altar Wine has also unveiled the mystery. The newly upgraded Dream Blue Fengtan Wine, Sujiu Fengtan Wine, Blue Classic Commemorative Edition Fengtan Wine, Blue Classic Reserve Edition Fengtan Wine, and Treasure Fang Fengtan Wine are eye-catching. Yanghe Fengtan Liquor integrates high-quality old liquor and the fashion of the times, integrates traditional culture and ceramic art, is full of oriental aesthetics, the wine body is clear and refreshing, the taste is soft and mellow, the drops are rare, and the quality is extreme.
Make the vintage authentic and traceable,
Yanghe's "old wine strategy" shows "hard core power"
In this sealing ceremony, Yanghe officially released to the world the "Gentle Vintage Old Liquor Strategy that Yanghe has always adhered to", so that the vintage old wine is true and traceable, so that every moment has its own unique imprint. The carrier of this strategy is Yanghe's high-end brand Dream Blue Handicraft Class.
Zhang Liandong introduced that the Dream Blue Handicraft Class is the most able to experience the intangible cultural heritage skills and soft old liquor of China's high-end liquor, set "thousands of accumulation, thousands of tempering, thousands of favors, thousands of expectations" in one, with the support of Yanghe's strong old liquor reserves, led by Chinese brewing masters and China's chief sommelier, and brewed together with 20-year-old craftsmen, known as "living cultural relics in wine glasses, works of art in old wine, and soft gold in the collection industry".
It is understood that the Yanghe Dream Blue Handicraft Class is currently divided into three levels: 10, 15 and 20. 10, 15 and 20 represent the base vintage, and each one is a rare wine with ingenuity.
After tasting the Dream Blue handicraft class 10 on the spot, Cheng Jinsong, deputy director of the National Food Quality Supervision and Inspection Center, said: "It is difficult to find a product! Grain, koji, fermentation, aging and floral, fruity, and plant aromas are perfectly blended. In this regard, Wang Chaocheng, chairman of Shengchu Group, highly agreed, saying that Yanghe launched the real vintage strategy, every drop of the Dream Blue handicraft class is a vintage wine, and behind the fine wine is Yanghe's world-class winemaking scale and wine storage scale, looking forward to the Dream Blue handicraft class to create another 100 billion Yanghe.
Behind the release of the Dream Blue handicraft class is the accumulation of Yanghe's strong production capacity, strong resources, strong old wine, and strong technology over the years.
Over the past ten years, Yanghe has continuously laid out, with a storage capacity of 1 million tons of wine, more than 600,000 tons of raw wine of different years and 230,000 tons of pottery jar storage base wine, which provides strong support for the development of Dream Blue Handicraft Class to "maintain high quality, moderate scale, and continuous serialization".
In addition, the strengthened intangible cultural heritage inheritance team has created a high starting point for the handicraft class. The Dream Blue Handicraft Class must be made by an old craftsman with more than 20 years of winemaking experience, strictly follow the Yanghe winemaking skills that have been selected as "National Intangible Cultural Heritage", and the whole process is handmade. Over the years, Yanghe has worked hard to build this team, and after the whole cycle of "passing on the help" and the long-term first-line training, a large number of mature talents who have been tempered and more skilled have joined the manual class production system, which has brought a strong production guarantee capacity to the new strategy.
The industry predicts that in the future, Dream Blue Handicraft Class will become one of the most large-scale high-end brands of 1,000 yuan relying on top quality advantages, serialized product layout, cognitive cultivation of high-end prices, and professional marketing promotion.
Above 30 billion, where does Yanghe point to?
The world is close at hand. China's Yanghe River fills the world's wine glass, and China's dream connects the world's dream.
After 11 years, Yanghe has been constantly exploring and innovating in each edition of the Sealing Ceremony, becoming the cultural vane of the liquor industry, attracting more and more people inside and outside the industry to pay attention to and participate, and also making Chinese liquor culture continue to glow with new vitality.
As Zhang Liandong said, this is a cultural feast about life, time and dreams intertwined, so that we can taste the wine at the same time, but also deeply understand the true meaning of life and the mystery of time and space: to see the world, only with "awe, the unity of heaven and man", can we "see the peak, heaven and earth are common"; to see all beings, only "quality honesty, service sincerity", in order to "live up to the time, the longer the fragrance"; to see ourselves, only by "maintaining the original intention, for a long time", can we "connect the world, dream bloom".
For Yanghe, ten years of grinding a sword, the dream blue handicraft class is dancing again at this moment, which is the fruit of Yanghe's insistence on long-termism, product first, and quality revolution.
Today, Yanghe, which stands firmly above 30 billion yuan, focuses on planning for the future, and high-end products with price and quantity are the supporting force for Yanghe's future development to 50 billion and 100 billion. According to the strategic plan, in the future, Yanghe will build the "Dream Blue" into a strategic brand of "I will come in the future", shape the "handicraft class" into a spire brand of "a glance at the mountains", and put forward the "1342" project of the handicraft class to start a new journey of development. This means that Yanghe will tap its own development momentum to the extreme in a higher and more three-dimensional resource dimension, so that the extreme will become an irreplaceable competitive advantage.
Thousands of miles by the wind, the lake and the sea are wide, and the two wheels break the waves.
Yanghe has always been constantly "climbing upwards and growing with resilience", "making steady progress" on the track one journey after another, and "advancing and cultivating new" in round after round of cycles. I believe that in the future, Dream Blue Handicraft Class will create greater brand value for consumers, and at the same time, it will also open up new growth space for the high-quality development of Yanghe.