In China, poetry and wine have a long history, and reading the poems of the past dynasties, many masterpieces are infiltrated with the aroma of wine. Lyrical through wine and poetry have emerged as classics that have been handed down to this day. The Tang Dynasty poet Wang Wei's "Persuade the monarch to drink more wine, and there is no one in Yangguan in the west", which is written about the wine of parting; Li Bai's "Five-flowered horses, daughter-in-law, Hu'er will exchange for fine wine, and sell eternal sorrow with you", which is written about the wine of pride; Song Dynasty writer Su Shi's "When is the bright moon?" Ask the wine to the sky", it is written that the wine of thinking of relatives......
The encounter between poetry and wine adds to the depth of Chinese wine culture. With a history of more than 1,800 years, Gujing Gongjiu has connected the "poetry and wine context" of China with generations of literati and writers. Today, Gujing Gongjiu has been exclusively named the program "Chinese Poetry Conference" for many years, using poetry as a mirror to show literary characteristics; Using wine as a medium, conveying the charm of culture, in the atmosphere of poetry and wine, we can appreciate the charm of "Chinese brewing" with the audience.
Gujing Gongjiu has been the exclusive title of the "Chinese Poetry Conference" program for many years. Screenshot of the video
A long tradition in poetry and wine
Chinese wine culture has a long history, and poetry and songs contain rich wine elements. Since its inception in 2016, the "Chinese Poetry Conference", which has received a total of more than 3 billion viewers, has become a poetry program with the participation of the whole people and a major festival in the Chinese poetry industry. Gujing Gongjiu has been exclusively named this column for many years, so that the romantic "Chinese poetry" and the fragrant "Chinese brew" meet and blend.
The "2024 Chinese Poetry Conference", which will be broadcast in March this year, has come to an end. In the ten episodes of the program, the ten themes of "Spring, Colorful, Courage, Flavor, Mr., Cold and Summer, Mountains and Rivers, Lights, Encounters, and on the Road" were refined, and an emotional resonance spanning thousands of years was staged.
Gujing Gongjiu allows "Chinese poetry" and "Chinese brewing" to meet and blend. Screenshot of the video
In the fourth "Flavor" theme program, the taste buds awaken the poetry and lead the audience to taste Chinese style and appreciate Chinese flavor together. "The wind blows the willow flowers all over the store, and Wu Ji presses the wine to persuade the guests to taste", the flavor is the first cup of surprise in spring, and it is also the warmth of fireworks in the world. The flavor is also the unique feature of Gujing Gongjiu, which is known as the "peony in the wine" with the beauty of "clear color like crystal, pure fragrance like orchid, sweet and mellow entrance, and long-lasting aftertaste".
The fifth episode of the program focuses on the theme of "Mr.", learning from high school as a teacher, being a model, generation after generation of Mr. lit the torch of Chinese culture, and Mr. and students completed the endless torch of Chinese civilization. Generations of brewing masters of Gujing Gongjiu have also passed on the brewing skills with the style and ingenuity of "Mr.", and cultivated peaches and plums.
The eighth and ninth episodes of the program take the theme of "lights" and "encounters", holding a "light" to illuminate life; Drink a pot of wine, and talk about the joy of meeting. Chinese baijiu is like another form of "light", participating in and witnessing the continuation of traditional Chinese culture. In the program, one of the main guests, Professor Li Bo of Nanjing Normal University, walked into the origin of Gujing Gongjiu, strolled in the Dionysian Square, tasted the water of Wuji, visited the Wuji Wine Cellar, tasted Gujing Gongjiu, and presented the audience with the long history of the thousand-year-old wine.
Li Bo, a professor at Nanjing Normal University, walked into the origin of Gujing Gongjiu. Screenshot of the video
Adhere to the core of "truth, goodness and beauty".
"Chinese Poetry Conference" allows people to have a deeper understanding of the unique charm of Gujing Gongjiu, and further highlights the brand value and height of Gujing Gongjiu.
Tracing back the history, Gujing Gongjiu has accompanied countless literati and artists through one era after another. As early as 196 A.D., Cao Cao dedicated the "Nine Brewing Spring Wine" and the brewing method "Nine Brewing Liquor Method" produced in his hometown of Bozhou to Emperor Liu Xie of the Han Dynasty. Then, under the ingenuity and innovation of Gujing people, the "Nine Distillation Method" was certified by the Guinness Book of World Records as the "oldest distillation and brewing method" in the world. The brewing technique of Gujing Gongjiu, which was passed down from the "Nine Brewing Method", was selected into the fifth batch of national intangible cultural heritage representative list.
In addition to the "Nine Brewing Method", Gujing Gongjiu's "color and fragrance" are unique, which also originates from the traditional brewing skills of "Peach Blossom Spring Song", as well as the brewing sites of Gujing Gongjiu such as the Ming and Qing Cellar Ponds, which are the treasures left by history to the brewing of Gujing Gongjiu, and also the password to interpret "Chinese brewing, world fragrance".
The reason why Gujing people inherit in perseverance and innovate in inheritance stems from the pursuit of the core of "truth, goodness and beauty", which represents "seeking truth in quality, seeking goodness in conduct, and seeking beauty in brand". Over the years, Gujing Gongjiu has continued to build the "Three Products Project", built a "Four Beams and Eight Pillars" quality expression system, and established a whole-process quality control system from "one grain of grain" to "one drop of wine", providing strong support for the high-quality development of Gujing Gongjiu.
Cultural self-confidence in going out
At present, cultural competitiveness has become an important starting point for famous wine enterprises to shape their brands. Gujing Gongjiu not only does a good job in the protection of Chinese culture, but also makes the culture grow Gujing fragrance through innovative communication methods.
Nian is the most eye-catching cultural symbol of Chinese folklore, and New Year's wine is full of fireworks and warmth in the world. Gujing Gongjiu pioneered the launch of Chinese New Year wine - Gujing Gongjiu Chinese New Year's Eve, using wine as the carrier to convey the sense of cultural ritual of "celebrating the New Year, drinking Gujing, and watching the Spring Festival Gala"; At the same time, the "Light Up the 30th Chinese New Year's Eve" activity was carried out to spread the culture of the Chinese New Year; It has continuously carried out the game of "Global Reading", and has joined hands with CCTV and many TV stations for the Spring Festival Gala for many times, so as to bring Chinese liquor to the world with the voice of culture.
In addition, Gujing Gongjiu has created two major cultural IPs, such as the Peach Blossom Spring Song Festival and the Autumn Brewing Ceremony, to make the culture more three-dimensional and sensible with a variety of carriers, inject more vitality and development on the foundation of the millennium culture, strengthen cultural self-confidence, and convey common emotions and spirits.
As a representative of Chinese liquor brands, Gujing Gongjiu has also joined hands with the World Expo for five consecutive times through the "Global Tour of Chinese Liquor Culture", appeared at the Shanghai Cooperation Organization and RCEP (Regional Comprehensive Economic Partnership) forums, and integrated into the "Belt and Road" related activities to explain the "ancient charm and fragrance" to the world.
In the eyes of industry insiders, Gujing Gongjiu, which relies on the profound genes of famous liquor, realizes emotional resonance with consumers in the continuous transformation and development of culture, continuously releases brand potential energy, continuously improves brand value, and builds long-term momentum for high-quality development.
Text/Qin Shengnan
Edited by Li Yan
Proofread by Zhao Lin