The 2024 Liquor Culture Journey has concluded successfully. This was the fourth liquor culture journey organized by Singapore China Baijiu Pte Ltd, running from September 9 to September 19. It included visits to six renowned liquor companies in Guizhou and Sichuan provinces, where we received professional and warm hospitality.
On the day of arrival, Chairman Yan of Guo Tai personally arranged a welcoming banquet. The liquor fans enjoyed authentic Gui zhou cuisine and were treated to a dance performance rich in ethnic characteristics, marking an unforgettable start to this cultural journey.
On the morning of the second day, the group visited the historic Qin Yan Ancient Town and, after lunch, moved to Qian ling Park to experience the tranquility and beauty of nature. The highlight of the afternoon was visiting the China Moutai specialty store located in the Moutai headquarters building.
The team members sat down to quietly taste Moutai and enjoyed dinner in the headquarters, concluding a fulfilling day.
On the morning of the third day, the group visited the core production area of the Moutai distillery in Moutai Town, touring the packaging workshop and learning about every step in the production and packaging of Moutai liquor.
In the evening, a banquet was hosted by Moutai, attended by Mr. Zhang De Qin, the Secretary of the Party Committee and Chairman of Guizhou Moutai Distillery (Group), Mr. Huang Wei, a former leader of Moutai Group, and Mr. Huang Jie, Deputy Secretary of the Party Committee and General Manager of Guizhou Moutai Liquor Sales. This facilitated further communication and interaction with everyone.
On the fourth day of the liquor culture journey, the liquor fans visited the famous Lou Shan Pass scenic area. Located in Zun Yi City, Guizhou, Lou Shan Pass is an important historical witness to China’s red revolutionary history and a significant strategic point during the Long March.
The perfect blend of history and nature allowed the liquor fans to feel the grandeur of Lou Shan Pass while deeply understanding the indomitable spirit nurtured in this land, adding depth and significance to this stop.
On the fifth day, the liquor fans visited the historic site of the Zun Yi Conference, gaining a profound appreciation for the power of red culture and the legacy of revolutionary spirit. They then proceeded to visit the Guo Tai distillery.
As an important production base for China’s sauce-flavored liquor, Guo Tai distillery stands out as a AAA-rated tourist attraction in China due to its unique brewing techniques and modern facilities.
During dinner, at the invitation of Guo Tai, the liquor fans enjoyed a toast with Mr. Luo Xiao Song, Standing Committee Member of the Ren huai Municipal Committee and Executive Deputy Mayor, Mr. He Weihua, Chairman of Guizhou Renhuai Sauce-flavored Liquor, and Mr. Liu Jinping, Executive Deputy General Manager of Guotai Liquor, deepening their friendship over good wine.
On the sixth day of the 2024 China Liquor Culture Journey, the liquor fans visited Guizhou Xi Jiu, toured the packaging workshop, and gained insight into Xi Jiu’s meticulous and rigorous packaging processes.
That evening, the fans enjoyed dinner at the Xi Jiu Hotel, attended by Mr. Xie Yuan Dong, Assistant General Manager of Guizhou Xi Jiu, and Mr. Chen Qiang, a member of the Party Committee and Deputy General Manager. This visit and exchange further enhanced everyone’s understanding of the liquor production process and showcased the cultural heritage and professional strength of the Xi Jiu brand.
On the seventh day, the fans visited the China Sauce-flavored Liquor Valley at Lang Jiu Manor and the Sichuan Gu zhu Lang Jiu gaining a deeper understanding of Lang Jiu’s unique techniques and brand development.
Mr. Li Zhao, Regional Manager of the International Business Department of Lang Jiu, accompanied the group throughout, detailing the brewing environment and market layout, and invited everyone to lunch, showcasing Lang Jiu’s enthusiasm and sincerity.
The dinner on the seventh day was thoughtfully arranged by Luzhou Laojiao. Mr. Wu Xuedong, head of the Singapore market for Luzhou Laojiao, and Mr. Yu Yang, sales manager for Indonesia, warmly received the liquor fans. During the dinner, both representatives shared their experiences in expanding the Luzhou Laojiao and Guojiao 1573 brands in the Southeast Asian market, engaging in in-depth discussions about the prospects for Chinese liquor in the international market.
On the eighth day, accompanied by Mr. Wu Xuedong, the liquor fans visited the Lu Zhou Laojiao Museum. Through observing the daily operations of rare ancient cellars, they gained a deeper understanding of the rich history and unique brewing techniques of Lu Zhou Laojiao.
On the ninth day, the liquor fans moved to Yi Bin. At a welcome banquet arranged by Wuliangye, they enjoyed discussions with Mr. Chen Chong, Assistant General Manager of Wuliangye Group and Chairman of the Import and Export, Mr. Zhao Jing, Head of the International Sales Department, and Mr. Xiong Shaodong, Manager of the Asia-Pacific Marketing Center, among others.
The final day began with a visit to the Yibin Wuliangye distillery. Accompanied by Mr. Xiong Shaodong and Mr. Huang Haoran from the Asia-Pacific Marketing Center, the liquor fans experienced the rich history and charm of liquor in the factory area, visiting the liquor culture exhibition hall, Anle Springs, the 523 workshop, the Pengcheng tasting room, and the Liquor Saint Mountain.
As an overseas distributor deeply engaged in the marketing and sales of Chinese liquor, Singapore China Baijiu Pte Ltd understands the key role of cultural promotion in brand building. Through this annual liquor culture journey, we actively enhance brand recognition and influence.
We sincerely thank all our partners for their support and assistance, and we look forward to continuing to work together to promote the thriving development of Chinese liquor culture in overseas markets.