Text |Yan Qing
From December 21st to 22nd, to commemorate the 20th anniversary of Jin Yong's Huashan Lunjian Xifeng Liquor Year of the Dragon Collector's Edition Release Ceremony and 60%vol Pure Fengxiang Altar Xifeng Liquor Sealing Ceremony was held in Baoji, Shaanxi.
As the spiritual totem of the Chinese nation, the dragon carries a rich cultural connotation and memory, Huashan Lunjian Xifeng Wine released the Zodiac wine for the first time, sending sincere blessings to the Year of the Dragon, and also representing its official entry into the Zodiac wine track.
In addition, 2023 marks the 20th anniversary of Jin Yong's Huashan Lunjian, and Huashan Lunjian Xifeng Liquor pays tribute to Jin Yong with two consecutive grand ceremonies, which also profoundly demonstrates its brand responsibility of adhering to the core of the brand culture of "Yongzhi Minren", as well as promoting traditional Chinese culture and pursuing the original intention of quality.
01 To commemorate the 20th anniversary of Jin Yong's Huashan sword, the brand started again
As early as 1957, Mr. Jin Yong mentioned "Huashan on the Sword" for the first time in "The Legend of the Condor Heroes", giving it a vital status in the rivers and lakesIn 2003, Jin Yong walked into Shaanxi and climbed Mount Huashan, and had a four-hour "sword" exchange with many literary scholars, celebrities and book loversAs a result, Huashan on the sword Xifeng wine and Jin Yong formed an indissoluble bond.
Over the years, Huashan Lunjian Xifeng Liquor has focused on Jin Yong culture, sorted out and integrated the cultural context of Jin Yong, Huashan and Xifeng Liquor, established the development vision of "building the first brand of Chinese cultural liquor", and the brand building idea of "brave, wise, sensitive, and benevolent" as the cultural core, practicing "the great man of the country, for the country and the people", and actively promoting the "Chinese spirit".
On the sealing ceremony,Zhang Zheng, Secretary of the Party Committee and Chairman of Shaanxi Xifeng Distillery Group, and Chairman of Shaanxi Xifeng Liquor Co., LtdHe said that the Huashan Lunjian brand uses the way of sealing to witness the weight of history and the flow of time, and witnesses the brand's journey of tempering itself, realizing itself and surpassing itself with cultural heritage.
At the release ceremony of the Zodiac Collector's Edition,Zhang Zhouhu, general manager of Shaanxi Xifeng Liquor Co., LtdHe said that Huashan Lunjian Xifeng Liquor, as one of the core strategic brands of Xifeng Group, grandly released the Huashan Lunjian Xifeng Liquor Dragon Year Collector's Edition, which is an organic combination of Xifeng Liquor culture, Zodiac culture and Huashan Lunjian brand culture.
Dong Xiaojun, chairman of Huashan Lunjian brand managementHe said that Huashan Lunjian Xifeng Liquor will use its unswerving original intention, rock-solid belief and perseverance to carry forward the excellent traditional Chinese culture, promote the innovative development and creative transformation of liquor culture, and help the nationalization process of Xifeng Liquor and the return of the value of famous liquor.
02 Analyze multi-dimensional values and demonstrate brand confidence
From the point of view of cultural expression,Huashan Lunjian Xifeng Liquor Year of the Dragon Collector's Edition and 60 vol Pure Phoenix Incense Jar Sealed Xifeng Liquor are the ingenious integration of Huashan Lunjian Xifeng Liquor with Chinese wine culture, zodiac culture and sealing culture, placing people's hopes on a better life, which is also an innovative move of Huashan Lunjian Xifeng Liquor to explore cultural expression.
From the point of view of the design concept,The Year of the Dragon Collector's Edition takes the dragon and phoenix culture as the core, divided into red and blue, and the main design combines the three-dimensional image of Xiyue Huashan, the "first mountain in China", with the hanging ornament of the red jade dragon mountain, and the bottle body is painted with a double totem of dragon and phoenix.
From the point of view of quality expression,Huashan Nonjian Xifeng Liquor Year of the Dragon Reserve Edition and Sealed Xifeng Liquor have gone through the production cycle of "16999" and the brewing and storage process of "35211", condensing the brewing concept of advancing with the times and the brewing process of excellence, which is a typical high-quality Fengxiang liquor, expressing the quality pursuit and sincere feedback of Huashan Nonjian Xifeng Liquor.
Channel 9 learned that on the afternoon of the 21st, six national liquor experts, including Li Yongqing, Du Xiaowei, Zhong Jie, Jia Zhiyong, Bai Xizhi and Feng Yafang, jointly evaluated the 60 vol pure phoenix incense jar sealed Xifeng liquor, and gave a conclusion: clear and slightly yellow and transparent, the aroma is rich and elegant, the honey fragrance and aged fragrance are comfortable, the wine body is mellow and plump, sweet and refreshing, the flavors are coordinated, the aftertaste is long, and the style of Daqu Fengxiang liquor is typical. 60%vol pure Fengxiang Xifeng wine is a model of high-quality Xifeng wine and has a high collection value.
The guests at the scene said that there are few professional evaluations of sealed wine in the industry, which shows that Huashan Lunjian Xifeng Liquor has strong quality confidence and brand confidence, and the high affirmation of experts will add another credibility to the self-confidence, which will further clarify the value of sealed wine and empower the same high-quality Zodiac wine.
03 Culture + old wine, to create a highland of value
As we all know, culture is closely related to liquor, and it is it that gives connotation to liquor, and culture has become the core competitiveness of the liquor industry, and has also injected an inexhaustible vitality into the industry. The text carries the Tao, the wine carries the text, and the Huashan Lunjian Xifeng Wine makes a profound interpretation of this with the Zodiac Wine and the Sealed Wine.
He is a well-known cultural scholar, critic and calligrapher, and a cultural ambassador of the Silk RoadXiao Yunru said in recalling the "Jin Yong Huashan on the Sword" 20 years ago, Huashan is the embodiment of Jin Yong's chivalrous bones and soft intestines in the rivers and lakes, which can resonate with the pursuit of human nature, and at the same time, it contains the spirit of eternal competition, the spirit of pursuing the ultimate and the spirit of Chongdao throughout, which is the "Yongzhi Minren Chinese Spirit" promoted by the Huashan Sword Xifeng Liquor brand.
And to return to the essence of liquor, above the quality, only old liquor. In recent years, the market value and consumer awareness of old liquor have been continuously improved, and Huashan Lunjian Xifeng Liquor Zodiac Reserve Edition and Fengtan Liquor are based on culture and the quality of old liquor, which will further release the brand potential.
Zhong Jie, a well-known liquor expert in China, founder of Yuankun Education Technology, and senior consultant of the National Liquor Inspection CenterIt is said that what is contained and represented by the 60% vol pure phoenix incense jar sealed Xifeng liquor is the natural ecology and regional terroir of the Qinling Mountains and the Guanzhong Basin, the inheritance and innovation of the traditional Xifeng liquor brewing process, and the unique liquor sea aging fragrance injected into Xifeng liquor by the storage of the sea of liquor.
Wang Yancai, Honorary Chairman of China Liquor Industry AssociationIt is believed that Huashan Lunjian Xifeng Liquor Sealing represents the triple realm of wine sealing, that is, the beauty inheritance of wine culture, the beauty art of wine spirit, and the beauty wisdom of wine life, which is in line with consumers' unremitting pursuit of "beauty", and has the quality, brand and taste advantages of China's famous wine, which is also its value.
It can be said that Huashan Nonjian Xifeng Liquor Zodiac Reserve Edition and 60%vol pure phoenix incense jar sealed Xifeng Liquor perfectly fit the dual outlets of culture and old liquor, and take this as a node to show that Huashan Lunjian Xifeng Liquor will continue to adhere to the original intention of quality, innovate brand expression, enhance brand value, and promote Chinese culture.