文丨酒业家团队（ID：jiuyejia360）
Planning丨Qu Yang Editor丨Yifan Editor丨Yunding
When "sauce fragrance" meets "glaze", it is the accessibility of the senses; When "flavor" is intertwined with "elegance", it is the beauty of taste. From a glass of wine to a piece of porcelain, it is the refining of water and fire, and the fusion of utensils and Tao, which is the story of Han sauce (inheritance of ingenuity) and Ru porcelain.
On May 11th, "Ingenuity Inheritance, Chinese Porcelain Words" Han Sauce and Intangible Cultural Heritage Exploration China came to Pingdingshan, the "hometown of Chinese Ru porcelain", which is also the second stop of the annual IP activity of Han Sauce Wine and Porcelain Season.
Azure and other smoke and rain, sauce fragrance meets Ru porcelain. Also as a business card representing China, the encounter between liquor and porcelain is not only the inheritance and collision of the two intangible cultural heritages, but also the reflection of ingenuity and ingenuity. Taking the opportunity of exploring porcelain, the brand tension and cultural connotation of Han sauce (ingenuity inheritance) have also been further enhanced and sublimated, providing a solid guarantee for Moutai sauce series liquor to create two super single product combinations in the mid-to-high-end price band of "Moutai 1935 + Han sauce (ingenuity inheritance)".
01
Han sauce meets Ru porcelain: the resonance of ingenuity
Chinese porcelain, world-renowned, in more than 1,000 years of development and inheritance, Ru porcelain, not only celadon model, but also "porcelain in porcelain", in the Song Dynasty Ru, Guan, Ge, Jun, Ding "five famous kilns", is headed by Ru kiln. Its glaze color, enamel, shape and craftsmanship have had a significant impact on the "famous kilns" of the same period and later generations, leading the aesthetic taste and technical orientation of porcelain firing.
As the birthplace of Ru porcelain, Pingdingshan in Henan Province is an important ceramic production area in the Tang and Song dynasties, with a long history of ceramic culture, and it is also the birthplace of flower porcelain and Tang Jun. As early as 1000 years ago, there was a prosperous scene of "a hundred miles of landscape on both sides of the Ru River, full of fires", countless craftsmen accurately grasped the rhythm of rain and rainfall, insight into the changes of temperature and sky, and finally cultivated the reputation of the famous kiln of the Northern Song Dynasty and the Ru kiln; It has created a fresh color of Ru porcelain, and a beautiful conversation that falls in love at a glance.
▲Wan Bo, member of the Party Committee and deputy general manager of Moutai Group
Today, Pingdingshan has more than 130 ancient porcelain kiln sites and 5 national porcelain kiln site protection units. It is also because of Ru porcelain, Han sauce (ingenuity inheritance) from Moutai Town, Guizhou Province to Pingdingshan, Henan Province, to meet Chinese treasures and explore the culture of Ru kiln. As Wan Bo, member of the Party Committee and deputy general manager of Moutai Group, said, pay tribute to ingenuity and let the "sauce" be inherited.
The so-called "azure cultivates from the heart, and the glaze sees the true chapter", in Ruyao, you can see the ultimate of ingenuity. A touch of romantic Ru porcelain, must go through the selection of materials, billet making, plain firing, glazing, firing and other links, 13 processes, 108 processes, supplemented by craftsmen to master the rhythm of rain, can be fired.
A bottle of soy sauce wine must also go through five major construction methods, 30 processes and 165 process links before the finished product can be produced. As a "Junya product" launched by Kweichow Moutai Co., Ltd., Han Sauce (Ingenuity Inheritance) has the same production and brewing process as Moutai, continuing the flavor characteristics of outstanding sauce aroma, elegance and delicacy, mellow and harmonious.
"This sauce fragrance is the same as Ru kiln, it is a classic work created by craftsmen, ingenuity and craftsmanship." Wan Bo said.
At the activities of Pingdingshan Station, through the ancient charm of the Ru kiln ruins, the ingenuity of the Ru porcelain craft, and the long and profound heritage of the Pingdingshan Museum, we can also better appreciate the breadth and profundity of the porcelain civilization, and in the sound of "opening the film", the dance of "porcelain shadow", and the dialogue of "porcelain wine", we can feel the integration of Chinese culture and art.
02
Han sauce "explores" intangible cultural heritage: the power of inheritance
Intangible cultural heritage is a cultural treasure of the Chinese nation. Since the beginning of this year, Han Sauce (Ingenuity Inheritance) has carried out the IP activity of "Intangible Cultural Heritage Exploring China", focusing on porcelain, a national business card, and also using the brand power of Han Sauce (Ingenuity Inheritance) to explore more intangible cultural heritage, spread more intangible cultural heritage, and let intangible cultural heritage be inherited.
Because of ingenuity, it is worth inheriting. Han sauce and Ru porcelain not only have the same ingenuity, but also have the same heritage. In the long river of history, the ingenuity of Han sauce and Ru porcelain has also left footprints of inheritance. More than 2,000 years ago, in 135 B.C., Han sauce was named after Emperor Wu of the Han Dynasty's "luscious beauty" and has been passed down for thousands of years. More than 1,000 years ago, the Northern Song Dynasty was the heyday of Ru kiln, which also pushed the beauty of celadon to the extreme.
In 1974, more than 800 years have passed since the end of the Ru kiln, this year, Baofeng County Qingliangsi Ceramics Factory was established, and the revival of Ru porcelain began to explore; In 2011, 2158 years have passed since the good story of "Luscious", and in this year, the first Han sauce wine was officially launched, and the story of a bottle of wine was continued.
Nowadays, in the "inheritance", Han sauce and Ru porcelain have opened a new era of development. Ru porcelain has completed the comprehensive restoration of bean green glaze, moon white glaze, sky blue glaze, and azure glaze series, opening a golden age of rapid development; In 2023, Han Sauce (Ingenuity Inheritance) will be officially launched in the UK and Moutai, opening a new journey for the Han Sauce wine brand.
"Intangible cultural heritage condenses and transmits the historical memory of a nation and region, and is a gift from history." Wan Bo said that the brewing technology of Moutai liquor and the firing technology of Ru porcelain have been included in the "National Intangible Cultural Heritage List", and have been rated as "National Geographical Indication Protected Products", which have respectively achieved the reputation of "China Moutai, the fragrance of the world" and "the first celadon and the best Ru kiln".
In fact, Han sauce has always been committed to the inheritance and protection of intangible cultural heritage. In 2021, Kweichow Moutai Sauce Liquor Marketing Co., Ltd. and the China Foundation for Cultural Heritage Conservation jointly initiated the establishment of the "Han Sauce Ingenuity Inheritance" public welfare fund, aiming to carry out the restoration of movable cultural relics and the cultivation of cultural heritage talents, promote the activation and utilization of cultural relics, and help the protection of cultural relics and the inheritance and development of traditional Chinese culture. Among them, the Yinxu Public Welfare Project supported by the "Han Sauce Ingenuity Inheritance" Public Welfare Fund has so far helped the Anyang Institute of Cultural Relics and Archaeology to restore 123 pieces (sets) of bronze cultural relics.
In terms of the protection and inheritance of intangible cultural heritage, Han sauce has never stopped. Two months ago in Jingdezhen, the "Han Sauce Ingenuity Inheritance" Public Welfare Fund donated to the Office of the Leading Group for the Application of World Cultural Heritage in Jingdezhen City to help the application of Jingdezhen World Cultural Heritage. Now in Pingdingshan, the "Han Sauce Ingenuity Inheritance" public welfare fund has donated to Pingdingshan Museum to help the development of Pingdingshan's cultural preservation.
Through a bottle of wine, a spirit is seen. For Han sauce (ingenuity inheritance), it highlights ingenuity in inheritance and cares for inheritance with ingenuity, demonstrating the power of inheritance.
03
Han sauce (ingenuity inheritance):
The temperature of the brand and the thickness of the culture
There is no doubt that Han sauce wine is a brand with the thickness of Enhua, especially Han sauce (ingenuity inheritance), which has made major breakthroughs in brand building, cultural excavation and market layout since its listing during the Mid-Autumn Festival last year. Standing in the "post-20 billion era" of Moutai sauce fragrance series liquor, the mission of Han sauce (ingenuity inheritance) has also been highlighted.
It is understood that Han sauce (ingenuity inheritance) focuses on the price band of 500 yuan to 800 yuan in accordance with the principle of "price matching", which is an important supporting force in the product matrix of Moutai liquor. From this point of view, wine industry experts believe that 2024 is bound to be the year of the full development of the Han sauce liquor brand, and Han sauce (ingenuity inheritance) will also be another super single product that Moutai sauce series will focus on after Moutai 1935.
Through the combination with porcelain, it highlights the ingenuity of Han sauce and highlights the brand temperature of Han sauce wine, and at the same time, it further enriches the cultural thickness of Han sauce wine itself in the integration with porcelain culture.
Wine industry experts noticed that at this Pingdingshan event, the concept of Han sauce wine Ru porcelain wine bottle was also officially unveiled, named "Ru porcelain sauce rhyme". As a product design concept of Han sauce and Ru porcelain, "Ru Porcelain Sauce Rhyme" is not only a perfect fusion of porcelain and fine wine, but also an active attempt in the promotion of Han sauce and intangible cultural heritage exploration of China, and an active exploration of Han sauce wine in the combination of porcelain culture.
At the end of last year, Han sauce (ingenuity inheritance) won the 2023 "Green Wine Award" as soon as it was listed; Two months ago, the design of Han Sauce (Ingenuity Inheritance) also won the Platinum Award, the highest honor of the 2024 MUSE International Creative Design Awards, and with the encounter between Han Sauce Wine and famous porcelain cities such as Jingdezhen and Pingdingshan, the brand culture has been further enriched.
Today, a bottle of Han sauce (ingenuity inheritance) has condensed the unique imprint of quality, design and culture, which has also laid the foundation for the brand development of Han sauce (sauce flavor inheritance). It is foreseeable that in the future, with the development of Han sauce liquor, the moat of Moutai sauce flavor series liquor in the mid-to-high-end field will also be widened and strengthened, injecting strong development force into the "post-20 billion era" Moutai sauce flavor series liquor.