From the 2024 China Royal Wine Culture Cellar Opening Festival, how can the old wine of the villa be empowered by science and technology to "decant wine faster"?
Text | Fang Fang
As one of the traditional festivals of Shanzhuang Group every year, the "Cellar Opening Festival" is an important node to celebrate the resumption of cellar opening and production of good wine, and it is also a powerful witness to the inheritance of royal wine culture from generation to generation, and it is also the value coordinate that strengthens the brand connotation.
On April 19th, at the foot of Yanshan Mountain, this feast of blending traditional heritage and innovation of the times was staged again - the 2024 Chinese Royal Wine Culture Opening Festival was grandly opened, lighting up the wine industry landscape intertwined with ingenuity and technology.
It is understood that with the theme of "Ingenuity Technology Decanting Wine Faster", more than 500 guests from all over the country, including industry experts and distributors, went to the Shanzhuang Old Wine Culture Industrial Park to participate in the grand ceremony of decanting technology innovation.
01
More than just opening a cellar?
It is also a "big burst" of culture and quality
In the majestic and magnificent "Dionysian Comedy" and the magnificent "Royal Fu of the Villa", the opening ceremony slowly kicked off, instantly igniting the respect and expectation of the audience, indicating that a winemaking journey that gathers ancient wisdom and ingenuity is about to begin.
It is understood that the 2024 Chinese Royal Wine Culture Opening Festival is composed of five chapters: [Cellar Opening, Cellar Opening Luck], [Ingenuity Brewing, Inheritance Responsibility], [Respecting Heaven and Ancestors, Royal Style], [Colorful Prosperity, Yaoqi New Chapter], and [Graceful Years, Sailing for a New Journey], each chapter is presented in a different form, focusing on presenting the solemnity of the ceremony, the joy of opening the cellar, and the accumulation of culture.
At the same time, the event adopted the method of "offline interview + online live broadcast", and conducted cloud interviews, cloud exploration, and cloud viewing in the form of "multi-platform simultaneous live broadcast", which greatly enhanced the visibility of the old liquor brand in the public eye, deepened the recognition of consumers for its brand, and then consolidated and enhanced its popularity and reputation in the market competition.
You Wenwu, Secretary of the Party Committee and Chairman of Shanzhuang Group, delivered a warm tribute, he said, "The traditional brewing technology of Shanzhuang Laojiu solid liquor has been passed down for more than 360 years, and has been passed down for thirteen generations. ”
▲You Wenwu, Secretary of the Party Committee and Chairman of Shanzhuang Group
In Pingquan, the wine town, water, ecology, microorganisms, etc. together constitute a unique brewing environment of the old liquor of the villa, each bottle of wine, is the fruit of the co-brewing of heaven and man, and therefore is recognized as a Chinese geographical indication product, in this regard, the deputy mayor of Pingquan City Gong Xiaoling once again affirmed its geographical advantages, and praised the villa group as a leading enterprise in Pingquan, with its unique advantages, cast the "old liquor of the villa" and "the royal cellar of the villa" The two brands, these two wines not only carry the regional cultural characteristics of Pingquan, but also become a beautiful business card to show the image of Pingquan to the outside world.
▲Gong Xiaoling, deputy mayor of Pingquan City
Gan Quan, Deputy Secretary-General of the China Liquor Industry Association, also said in his speech that Shanzhuang Old Liquor actively adapts to the needs of the market and has become a positive benchmark in the industry, and expects Shanzhuang Group to continue to give full play to its own advantages, inherit the Chinese royal liquor culture, and let more people appreciate its unique flavor and cultural connotation.
▲Gan Quan, deputy secretary-general of the China Liquor Industry Association
Zhen Yumin, deputy mayor of Chengde Municipal Government, said that today's "Opening Cellar Festival" is not only an advocacy and promotion of the spirit of craftsmen, but also a manifestation of the firm determination of Shanzhuang Group to protect and inherit intangible cultural heritage.
▲ Zhen Yumin, deputy mayor of Chengde Municipal Government
It can be seen that the "Cellar Opening Festival" cleverly builds a bridge, enabling all walks of life to explore the old wine of the villa at close range, enhance the understanding of its intrinsic quality and ingenuity, and become an all-round and multi-level successful practice of the villa group on the road of adhering to quality and inheriting skills.
"The culmination of wine is not too much". "Toukui wine" is also called the first color wine, the first wine, is the original pulp of liquor brewing in the wine when the head is removed, the middle part of the body is retained, this part of the wine body is balanced with various aroma substances, the best quality, excellent taste, can be called the best in the wine. The first cellar, the first pot and the first jar of the opening festival are of great commemorative significance and collection value.
At the same time as the sacrificial ceremony of the ancestor Yandi of the mountain villa Toukui liquor, the Douyin live broadcast platform of the mountain villa liquor flagship store simultaneously held the New Year Toukui wine auction, and in the hot atmosphere, 20 catties of the mountain villa Toukui sealed wine was finally auctioned at a price of 30,000 yuan, which further demonstrated the scarce value and market attractiveness of the villa brand.
More importantly, by holding the "Cellar Opening Festival", Shanzhuang Group has demonstrated its firm commitment to the protection and inheritance of local cultural heritage, which proves that Shanzhuang Group is not only committed to providing high-quality products, but also determined to be the guardian and disseminator of Chinese baijiu culture, and to promote the sustainable and healthy development of China's baijiu industry with practical actions.
02
"Decanting Faster Research Institute" was established!
Innovation empowers the No. 1 brand of Royal Liquor
An audience member described the 2024 Chinese Royal Wine Culture Cellar Opening Festival as follows: "This is not just a grand opening event, but a symphony of history and modernity, a dialogue between tradition and innovation." ”
On the one hand, as a well-known brand of China's royal liquor, Shanzhuang Old Liquor adheres to the traditional intangible cultural heritage brewing technology, follows the 300-year-old ancient cellar pool, and is full of the precipitation of royal liquor from raw grain to storage.
On the other hand, the brewing process of the old liquor is a perfect combination of tradition and innovation, and the four major actions at this event are enough to show its innovative strength:
First, the Hebei Provincial Department of Science and Technology issued the Hebei Provincial Department of Science and Technology Science and Technology Achievement Certificate; second, the Food Industry Association awarded the Hebei Provincial Science and Technology Award; third, the awarding ceremony of the pure grain solid-state brewing demonstration base; and fourth, the unveiling ceremony of the establishment of the "Faster Decanting Research Institute".
All of the above highlights the strategic positioning of Shanzhuang in the liquor industry to adhere to ingenuity brewing and technological innovation, and conveys to the outside world its determination to improve product quality, optimize user experience, and lead the development of the industry.
Zhang Cuiying, deputy dean and doctoral supervisor of the School of Bioengineering of Tianjin University of Science and Technology, talked about the cooperation results with Shanzhuang Group in recent years. It can be seen that the old liquor of Shanzhuang gives full play to modern scientific and technological means, and greatly improves the content of nucleosides and gamma aminobutyric acid and other healthy substances in the product through targeted cultivation of strains, so that it has the excellent quality of faster decanting.
▲Zhang Cuiying, deputy dean and doctoral supervisor of the School of Bioengineering, Tianjin University of Science and Technology
In addition, the in-depth "industry-university-research" cooperation between Shanzhuang Group and Tianjin University of Science and Technology, China Food Testing Center, China Industrial Microbial Culture Collection Center and other top universities and institutions specializing in biological fermentation has also achieved outstanding results, such as the discovery of 12 health factors with hangover effect in the winemaking environment and products, which explains the reason for the "fast decanting" of Shanzhuang Royal Cellar series products from a scientific point of view.
Along the way, Shanzhuang Group has continuously surpassed in the quality and brewing level of liquor, and has also won many honors such as "China Liquor National Jury Sensory Quality Award" and "China Liquor Award", and the Group has also been awarded the title of leading brand in the liquor industry in Hebei Province.
Weijiu believes that this event is not only a tribute to the traditional brewing wisdom, but also a three-dimensional presentation of modern science and technology applications, product innovation and upgrading, giving Chinese royal liquor a new era connotation and market competitiveness.
03
Beat the drums of "growth".
The Villa Group marches into the market!
Open the cellar to open a new chapter, and the golden drum shakes the world. You Wenwu said at the scene of the opening ceremony, "Shanzhuang Group will achieve liquor sales of 5 billion yuan and profits and taxes of 1.5 billion yuan in 2025, and liquor sales of 10 billion yuan and profits and taxes of 3 billion yuan in 2028, and Shanzhuang old liquor will rank among the top 20 in China's liquor industry and make more contributions to the economic development of Pingquan and Chengde." ”
From this point of view, the drum-shaped Shanzhuang 2024 China Royal Wine Culture Opening Festival sealed liquor - drum rhyme sauce fragrance is more of an incentive and encouragement, and a symbol of the great march of the Shanzhuang Group.
The design of the drum rhyme sauce is inspired by the image of the Chinese drum, which is stable and domineering, and the main color of Chinese red and the royal dragon pattern are matched, highlighting the royal temperament at the same time, but also representing auspiciousness and dignity.
Outside the altar is aesthetics and culture, and inside the altar is terroir and skills. The drum rhyme sauce adopts the "12987" brewing process, from the annual round of production cycle to many times of fine operation, each step reflects the respect for traditional craftsmanship and the pursuit of quality, and is stored in pottery jars, making the taste more aged and comfortable, mellow and soft, and has a long aftertaste
With 53 degrees of sauce puree and a large capacity of 2.5L, Drum Rhyme Sauce Fragrance can demonstrate its irreplaceable importance and precious value, whether it is used to engrave extraordinary moments in life or as a gift to convey deep friendship, which can be called the highest tribute to taste and heart.
From the excellent product strength of this product, it can also be found that Shanzhuang Group has achieved high-quality development from the initial regional drive to product driven, and then to the national layout and omni-channel efforts of multiple investment promotions.
Weijiu learned at the event that in recent years, Shanzhuang Group has achieved an average annual growth rate of 30%, and in 2023, the profit and tax will be close to 700 million yuan, and the development trend in the Beijing-Tianjin-Hebei region is particularly hot.
In the future, Shanzhuang Old Liquor will continue to tell the story of Chinese royal liquor and Chinese liquor to the world, actively use the power of science and technology to innovate products, continuously improve service quality, bring higher quality drinking experience to consumers, and contribute to the prosperity and development of China's liquor industry.
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