Keywords: Maotai, Wuliangye, liquor, wine culture
Wuliangye and Moutai as the benchmark of China's liquor industry and wine culture today, the Gemini constellation, is really a "unique double pride", "two male confrontation". They have not only become representatives of Chinese fragrant liquor and Chinese sauce-flavored liquor, but also representatives of Confucian and Taoist culture in Chinese liquor culture.
Wuliangye Maotai
A few years ago, due to work relations in Yibin, Sichuan stationed for more than a year, at that time with the circle of wine friends to chat the most sentence is: "the world's liquor to see China, Chinese liquor to see Sichuan, Sichuan liquor to see Yibin, Yibin liquor to see Wuliangye." In Yibin, there is also a saying: "Chinese people drink Wuliangye, and Yibin people drink Xufu".
The influence of Xufu liquor as a local famous wine is really not small, but it is not mentioned here, and it will be presented in the future. I only remember that at that time, I took the opportunity of work to visit the Wuliangye factory area many times, and I was infected by the garden landscape and cultural heritage in it, and lingered.
Later, I had the privilege of coming to Moutai Laimao, went to Renhuai and also visited the Moutai Factory Area and the National Wine Culture City, and found that whether it is Moutai or Wuliangye, from the distillery to the products contain a large amount of culture in it, although their existence so far is only a drop in the long river of history, but in modern times, they play an important role in China's politics, economy and diplomacy.
One is the emerging "wine king", the other is the supreme "national wine", different business philosophy determines different market strategies, different cultural heritage has created different brand styles.
Wuliangye
<h1 class= "pgc-h-arrow-right" > Wuliangye - known as China's "wine king"</h1>
Yibin, the "wine capital", has a long history of wine culture and is a good place with beautiful mountains and rivers and outstanding people. There are countless beautiful specialties here, the most famous of which are Wuliangye Wine and Wuliangye Distillery.
Wuliangye is proactive, strong and promising, with Confucian moderation culture as its cultural quality, and has created a magnificent cultural giant in the history of Chinese wine.
Wuliangye Distillery
"Yang Yang Huaxia, leisurely civilization, brewing five grains into a national feast, enjoy three fresh guests."
From the "lychee green" and "Yaozi Xuequ" in the Tang and Song dynasties, to the "miscellaneous grain wine" in the Ming and Qing dynasties, and then to today's Wuliangye, it has undergone several winds and frosts. In the surging of the market economy, with the power of diversified brands, in less than 20 years, the beacon fire has been burned all over the country and gone abroad. In recent years, with the slogan of "China's Wuliangye, the world's Wuliangye", its hegemony has become a climate.
Wuliangye Ming Dynasty ancient cellar pond
Sichuan Yibin is blessed with a unique geographical climate, and the microorganisms in the ancient cellars and cellar mud of the Ming Dynasty for more than 600 years are constantly fermented and multiplied, so that the "Bao Bao Qu" in its brewing technology is concentrated.
The unique five grain recipes make it "harmonious and just right" and perfectly combined with the moderate culture.
And there are more than 100 production processes, so that the traditional brewing technology has a high humanistic value, the "unity of heaven and man" runs through it, and there is a continuous pursuit of "stop at the best", plus "Ten Mile Wine City" constitutes the unique six advantages of Wuliangye.
Violet liquid
In the Wuliangye series of wines, it can be said that the most traditional Chinese cultural heritage and connotation is "purple liquid".
In 2000, the relevant departments entrusted Yibin Wuliangye Co., Ltd. to develop a high-specification "special demand liquor" violet liquid because of its internal needs. It was named after the Purple Light Pavilion in the Imperial Garden of China (present-day Zhongnanhai), which is derived from the "Purple Light" of the Purple Light Pavilion and the "Liquid" character of Wuliangye. In terms of wine quality, packaging, meaning, culture and other aspects, it has become a typical representative of Chinese wine culture and royal culture. (Unfortunately, the brand has been discontinued)
Purple light liquid is a model of traditional Chinese cultural heritage and connotation
To this day, when I remember visiting Wuliangye Distillery, I remember the Fenfei Gate, the "Yuanwang" sculpture, the headquarters building and other buildings, sculptures and garden landscapes in Century Square.
Wuliangye factory area
The most impressive thing in the garden landscape is the Anle Spring Scenic Area, which is also the largest classical Chinese garden building in the wine city. Among them, According to historical records, the "Yaozi Xuequ" hundreds of years ago was brewed from Anle Spring, and Anle Spring is still an important water intake point for Wuliangye Group.
Wuliangye Anle Spring
Wuliangye Distillery can be said to be a beautiful garden-style factory area, in which the tour makes people feel as if they are in a fairyland, and they are happy and harmonious.
<h1 class="pgc-h-arrow-right" > Moutai – known as China's "national wine"</h1>
Moutai is characterized by the Taoist culture of going with nature and doing nothing. This kind of cultural quality has created Moutai's cultural adherence to the mentality. Because "brewing a high-grade life" must be "Tao", and this way is the way of going up and down with humanity.
Its spirit of virtue has cast Moutai in the cultural old-fashioned style, in the years of market competition, long-term holding high the banner of "national liquor", in order to call on the Chinese liquor market.
Moutai
Moutai has a long history, from the praise of Emperor Wudi of the Han Dynasty "Sweet and Beautiful", to the gold medal of the Panama International Exposition in 1915, and then to the association with the founding fathers of new China, Moutai has formed an unshakable supreme status of wine forest in the hearts of the Chinese people.
Du Kang made a wine statue
Compared with Wuliangye, the Moutai factory area has a small number of cultural buildings with individual characteristics. The gate of Moutai Town and the National Liquor Culture City, as the cultural construction center of Moutai Town, are smaller in scale and less content than in Wuliangye Ten Mile Wine City.
Moutai National Wine Gate
However, Moutai expresses the identity of Moutai as a national wine with its antique gate, monumental architecture and revolutionary memorial, and expresses a solemn and solemn atmosphere with its symmetry, stability and solemnity.
Chishui River
Surrounded by mountains on all sides, the distillery is a water stream (Chishui River), which is a well-known winemaking treasure at home and abroad, and the unique local climate, soil, water quality and microbial community in the air have played a decisive role in the formation of Moutai's unique flavor, creating a typical style of Moutai outstanding.
Moutai Distillery
The process characteristics of Moutai can be summarized as: "nine times to add koji, eight times to ferment, seven times to take wine, three years to cellar, five years to leave the factory." ”
In the selection of materials with sorghum as raw materials, before and after the Dragon Boat Festival, wheat high temperature koji, the production of qualified wine koji takes 3-5 months, that is, "Dragon Boat Koji". After making the wine koji, enter the "heavy sun under the sand" link, that is, the main ingredient sorghum. Open fermentation and closed fermentation correspond to the "one yin and one yang" in Tai Chi, and the dependence on climate, water quality, soil, time, etc. also reflects the characteristics of conforming to nature.
Moutai ancient cellar
Brewery
Production room
The reason why Moutai wine is called China's national wine is not only the "seven most": the most demanding brewing environment, the most stringent requirements for the use of raw materials, the most complex winemaking process, the lowest wine production rate, the highest cost, the best quality, the least harm to the human body; as well as its incomparable role in China's political, diplomatic, economic life, and the traditional special status in China's wine industry and other comprehensive factors.
Packing room women's jobs
Moutai because of its great contribution to the revolution, on the eve of the founding ceremony in 1949, Premier Zhou Enlai held a meeting in Huairen Hall in Zhongnanhai to determine Moutai wine (Lai Mao) as the wine used for the state banquet of the founding ceremony, and used Moutai wine to entertain guests at the Beijing Hotel.
The past and present lives of Moutai and Lai Mao have a profound relationship, and many consumers cannot distinguish the connection between them.
Moutai Laimao
Past and Present Lives:
In 1941, the Lai Mao trademark was registered in Hong Kong, and at that time, it was known as "Lai Mao is not bad, enjoying a good reputation at home and abroad".
During the Red Army's Long March, LaiMao wine was used as a toast to celebrate victory.
In 1945, the top brass of the Kuomintang and the Communists signed the "Double Tenth Agreement" in Chongqing, and Lai Mao made a celebratory drink.
In 1953, the three wineries of Lai Mao, Wang Mao and Hua Mao were collected as state-owned assets and merged into the state-owned Moutai Distillery, and Lai Mao wine has since faded out of the historical stage.
In 1988, Moutai first registered the LaiMao trademark, but it was cancelled due to years of non-use, and since then the Laimao trademark has entered a nine-year era of no ownership.
In 2014, the Lai Mao brand returned to Moutai and was officially restarted.
Legendary Lai Mao
<h1 class="pgc-h-arrow-right" > competition and cooperation</h1>
The reason why Wuliangye and Moutai have twin peaks and go hand in hand is mainly because of their cultural homology, otherwise they will not be recognized by the majority of consumers. Their cultural antagonism is not only the theoretical basis for explaining the historical phenomenon of "two flowers blossoming and each fragrant", but also the ideological guidance provided for them in competition and cooperation.
Yin and yang are born and opposed are unified
The ancient Chinese Taoist classic I Ching explains the development and change of things with the interaction of the two opposing forces of yin and yang.
Things are always one and two sides, and the unity of opposites, as the basic law of materialistic dialectics, can be used to explain the phenomenon of the confrontation between the two giants of Wuliangye and Moutai in the market competition for many years. Opposite things are actually unified in a larger category, Wuliangye and Moutai are both mutually exclusive, contrasting, echoing and promoting each other, you have me, I have you, complement each other and develop together.
Just like when Wuliangye launched golden wine, Moutai quickly launched platinum gin to divide the market. Wuliangye is a strong flavored liquor, Moutai also has the production of strong flavored liquor; Moutai is originally a sauce-flavored liquor, Wuliangye also launched a sauce-flavored liquor such as Yongfu sauce liquor to jointly divide the market.
Therefore, in order to compete, the two actually enlarge the same market and achieve unity in opposition.
(Part of the picture in the article comes from the Internet)