The land of abundance, fertile fields. The humid climate, fertile soil, and pure water of Shu have created a unique Sichuan liquor brand, and also created a Sichuan liquor culture that has endured for thousands of years.
How to effectively promote the creative transformation and innovative development of China's excellent traditional culture? Making more Sichuan liquor cultural heritage alive and popular, and polishing the golden signboard of Sichuan liquor has become a proposition of the times faced by many Sichuan liquor brands, and Wuliangye, the leader of Sichuan liquor, is giving its own answer.
On May 10th, coinciding with the 8th "China Brand Day", the Sichuan Wine Culture and History Exploration Tour theme cultural activity jointly sponsored by Sichuan Museum and Wuliangye with the theme of "Exploring the Source of Sichuan Liquor and Tasting the Strong Fragrance of a Great Country" kicked off in Chengdu. Guests from the fields of culture, education, science and media gathered together to deeply explore the long and unique brewing history, development history and cultural history of Yuanchuan Liquor, tell the story of Chinese liquor to the world, and convey the strong voice of the times of Sichuan Liquor.
Big coffee gathered to read the history of the growth of Chinese brands
Sichuan, this mysterious and ancient land, is one of the birthplaces of Chinese civilization, from a large number of unearthed pottery wine vessels, we can get a glimpse of thousands of years ago Shu wine has become a fashion, Sichuan wine culture has a long history, inheritance of thousands of years. Zhong Ling, vice president of the Sichuan Museum, said that among the precious cultural relics of the Sichuan Museum, there are many portrait bricks and bronzes that reflect the culture of Sichuan wine, which is a powerful witness to the development of Sichuan wine culture.
The exploration tour of Sichuan wine culture and history takes the Qin and Han dynasties, the Tang and Song dynasties and the modern era as three iconic historical nodes, and slowly unfolds.
At the event, Wang Zijin, a famous expert in Qin and Han history, honorary first-class professor of Chinese University and professor of Northwest University, A Lai, vice chairman of the Chinese Writers Association and chairman of the Sichuan Writers Association, and Jiang Lei, academician of the Chinese Academy of Sciences, shared their views from three time scales and three directions: history, culture and science and technology, allowing the guests to feel the continuous transmission of Sichuan wine culture and history from generation to generation.
With the title of "The Aroma of Shudi Wine in Ancient Times", Wang Zijin revealed that Sichuan wine had been produced in the Qin and Han dynasties and had developed rapidly. He said that such as Yangxiong's description of "the high hall of wine" in "Shu Du Fu", the story of Wenjun Dangyuan, and the archaeological discovery of bronze wine bottles in the Qin and Han dynasties in Sichuan can be corroborated, as early as the Qin and Han dynasties, Sichuan wine has been deeply integrated into the social life of the ancient Shu people.
With the theme of "Shu Wine is Invincible", Alai brought a lecture hall on poetry and wine culture, comprehensively presenting the stories of poetry and wine culture of Du Fu, Lu You, Su Dongpo, Huang Tingjian and other Tang and Song Dynasty masters and the leading position of Sichuan wine in brewing technology and culture. He believes that from the day the poem was born, wine appeared frequently in the poem, producing a beautiful consumption scene and representing a beautiful attitude and way of life.
In his keynote speech, Jiang Lei mentioned that a new study on the causes of alcoholic beverages published by his research team in the journal "Matter" revealed that the world's golden alcohol regions include: beer (~4%vol), wine and rice wine (11%-16%vol), whiskey and brandy (40%-43%vol), liquor (35%-42%vol, ~52%vol, ~68%vol, ~75%vol). Wuliangye and series products with different liquor degrees are just in the golden degree range of liquor. The research results provide a new directional research direction for the future development of the liquor industry, which has important guiding significance for the construction of a scientific system of wine sensory evaluation, and also reflects how scientific and technological innovation can promote the experience and inheritance of liquor culture.
The blend of tradition and modernity, culture and science and technology, can make the guests have a clearer glimpse of the history and culture of Sichuan wine and realize the importance of the protection and inheritance of Sichuan wine culture.
It is of great significance for Wuliangye to hold this event on the day of "China Brand Day": it will help promote the creative inheritance, innovative expression and international expansion of Chinese liquor culture, so that the "soft power" of culture can be transformed into the "hard support" of "China Baijiu" brand building, and help the high-quality development of the industry.
Wander through the past and the present, and explore the thousand-year-old inheritance of the strong fragrance of the great country
The heritage of the brand comes from history, the charm of the brand comes from culture, the connotation of the brand is based on science, and the life of the brand lies in the inheritance.
As a leading enterprise of Sichuan liquor and Chinese liquor, Wuliangye is the culmination of continuing the culture of Sichuan liquor, passing on the culture of Sichuan liquor, and inheriting the life of Sichuan liquor. For thousands of years, the use of Wuliangye's ancient cellar pools has never been interrupted, the inheritance of Wuliangye's ancient brewing skills has never been interrupted, the inheritance of Wuliangye's craftsman spirit has never been interrupted, Wuliangye's pursuit of excellent quality has never been interrupted, and Wuliangye's transmission of the value of harmony and beauty has never been interrupted. This kind of uninterrupted inheritance is extremely rare not only in China, but also in the world.
Zeng Congqin, Secretary of the Party Committee and Chairman of Wuliangye Group (Co., Ltd.), said that thousands of years of continuous inheritance is not only the pride of Sichuan Liquor, but also the deepest foundation for Sichuan Liquor to lead the development of Chinese liquor.
Zeng Congqin believes that it is precisely because of the long history and rich culture that countless "Sichuan brands" and "Sichuan business cards" can shine in the long history and the journey of the times.
"Wuliangye is willing to work together with all friends who are committed to protecting and inheriting China's excellent history and culture to further utilize, excavate and develop the cultural heritage of Sichuan wine, explore new ideas, new methods and new paths for cultural inheritance and protection, and tap the multiple values of cultural heritage, so that more cultural heritage can be lived, disseminated and promoted." Zeng Congqin said.
Harmony culture, the world expression of Chinese brands
Culture is an important symbol of a country's comprehensive national strength, and it is also a very important link in brand building. An excellent brand culture can give a brand strong vitality and extraordinary competitiveness.
In this case, Wuliangye attaches more importance to the construction of brand culture.
It was learned at the scene that in order to carry forward the excellent traditional Chinese culture, strengthen cultural self-confidence, practice the strategy of brand power, and write a chapter of "strong fragrance of a great country" and beauty, as one of the series of activities of "Sichuan Wine Culture and History Exploration Tour", the special exhibition of "Shu Yun Millennium Living Cellar Fragrance" was launched in Chengdu MixC on the same day.
At the site of the special exhibition, imitations of the heavy collections of the Sichuan Museum, such as the bronze squirt of the first ear scroll and the portrait brick of the Eastern Han Dynasty, as well as the fine cultural and creative products related to wine culture, were exhibited. With cultural relics as the medium and history as the context, through a variety of activities such as intangible cultural heritage performances and interactive experiences, an immersive journey of Sichuan wine culture has been created for everyone.
In addition, as the main event of China Brand Day, Wuliangye will be exhibited at the Shanghai World Expo Exhibition and Convention Center with the theme of "National Intangible Cultural Heritage Brewing Techniques, National Preservation Ancient Cellar Ponds, and National Treasure Cellar Mud", closely following the theme of "Millennium Inheritance, Living Cellar and Fragrance".
The two cities linked to watch the exhibition, play games, taste the strong fragrance, and win prizes, in the strong fragrance that has been passed down for thousands of years, it has brought a unique and beautiful ceremony to the majority of consumers, and showed the unique charm of China's national brand to the world.
Culture empowers quality, and quality carries culture. For a long time, Wuliangye has always adhered to the value concept of "harmony and beauty", and is committed to promoting the traditional culture of Chinese baijiu and the spirit of craftsmanship, telling the story of Chinese baijiu to the world, enriching the brand connotation with a more open and inclusive vision, and participating in the process of globalization.
On the one hand, it has not only created cultural IPs such as "China West Lake Love Wuliangye Rose Wedding Ceremony" and "Hemei Cultural Festival", but also launched the "Archaeological Wuliangye" cultural research project to build a holy place for Chinese liquor culture, and carried out cultural IP promotion activities by vigorously carrying out projects such as "The New Forbidden City" and "600 Years of the Forbidden City", and joined hands with Southern Weekend to visit the Palace Museum and Dunhuang Academy to carry out cultural IP promotion activities.
On the other hand, Wuliangye actively responds to the "Belt and Road" initiative, and the pace of international development is accelerating. It has frequently appeared in major global political, economic and cultural events such as the World Expo, APEC, Boao Forum for Asia, CIIE, and CIFTIS, helping Chinese brands to go global and allowing Chinese brands to shine on the world stage.
Wuliangye has come from history, actively promoting excellent traditional culture, protecting and inheriting cultural heritage, not only polishing the golden signboard of Wuliangye "Great Country Fragrance, Harmony Wuliangye, and Chinese Wine King", but also showing the world the power of Chinese brand harmony with practical actions. (Photo courtesy of the company)