Xifeng Liquor: A Thousand-Year-Old Phoenix Scent, Inheritance Without Observance, Innovation Without Departure from Roots

The "golden bowl" still needs to be inherited and innovated

Zhang Zheng, Secretary of the Party Committee and Chairman of the Board of Directors of the Xifeng Group, believes that all the old famous wines have been polished through years and years of continuous innovation to become a piece of glittering brand. The old famous wine is the "golden bowl" left by the ancestors, which needs to be inherited and innovated, but also needs to constantly pursue higher quality.

From the selection of high-quality raw materials, high-temperature brewing, dark cellar fermentation and wine sea storage process, each process is strictly in accordance with the traditional technology and fine operation, and combined with scientific testing.

Fengxiang Liquor, with 3000 years of brewing techniques without any generation break and 1000 years of liquor sea storage techniques, has achieved the status of the Four Famous Liquors with its unique aroma.

From King Wu of Zhou rewarding the three armies, to Duke Mu of Qin giving wine to the savages, to Pei Xingjian, the minister of the Ministry of Justice of the Tang Dynasty, who said, "The bees are drunk and the butterflies don't dance at the head of the pavilion when they are sending guests away", to Su Dongpo, who said, "The flowers blossomed and the wine is beautiful, and I don't want to go back, I want to come to see the South Mountain cold and green," Xifeng wine has added unique features to the history of liquor in China. The history of Xifeng Liquor has added a unique cultural charm to the history of Chinese liquor, and the temperament it contains is compatible with the spirit of the Chinese nation, making it unique among the "Famous Chinese Liquors".

The Legend of Fengxiang Brewed by Craftsmanship

The liquor industry is not only an inheritance of skills, but also a gift from nature. Xifeng Group is located in the Guanzhong Basin, where the 800-mile Qin River breeds a masculine spirit for Xifeng wine, and is adjacent to the Weihe River, where 25 rivers, including the Yongshui River, flow unceasingly. There is plenty of light all year round and a big temperature difference between day and night. Under this special geographic environment, the sorghum grown in the Huangwei basin is full of particles, non-polluting, and glutinous, making it an excellent choice for the original grain of phoenix-flavored liquor.

Xifeng liquor from the planting of raw grains, package production, procurement, factory inspection, the production process of large-scale song inspection, the production process of liquor inspection, storage and blending process inspection, the finished wine production process inspection to go through 7 major barriers and 55 lines of defense, can not be reduced one, back a millimeter. From the selection of high-quality raw materials, high-temperature brewing, dark cellar fermentation and wine sea storage process, each process is strictly in accordance with the traditional craft fine operation, and combined with scientific testing.

The wine sea is the traditional storage tool for Xifeng wine. According to "Fengxiang County Records", the wine sea made in Tingzitou Village, Liulin Town, Fengxiang County is the best craft. The Xifeng wine sea has been used from the Song Dynasty to the present, and is the oldest, best-preserved, and largest capacity wine storage container in existence.In 2017, 12 old Xifeng wine seas of Xifeng Liquor Factory were rated as national protected cultural relics. These old wine sea, and xifeng wine brewing technology *** together constitute a cultural and technological symbol of Chinese liquor culture, symbolizing a period of history, a kind of endless vitality.

Jia Zhiyong, a master brewer in China and one of the first representative inheritors of national intangible cultural heritage, entered the Xifeng Liquor Factory in 1985 at the age of 22. Nowadays, Jia Zhiyong has brewed wine for most of his life, from work to life, and has seen the history from brewing, which he wants to pass down. "Guarding the ancient method of sealing the sea of wine is something I will spend my whole life doing." Jia Zhiyong said.

Over the years, the people of Xifeng have been in pursuit of the ultimate quality process to follow the principle of "slow work to create exquisite, craftsmanship brewing products", in the seemingly "step-by-step" handmade production, adhere to the inheritance is not old, innovation is not away from the root; adhere to the traditional technology, adhere to the brewing artisanal heart, and adhere to the traditional technology, adhere to the brewing artisanal heart, and adhere to the traditional technology, adhere to the brewing artisanal heart.

Five-star red Xifeng, the definition of ultra-high-end liquor

As early as August 2019, the Xifeng Group redefined "high-end" - launching a new product that integrates the excellent genes of Fengxiang-type liquor and high-end quality spirits based on the original. The new generation of Red Xifeng, which integrates the excellent genes and high-end quality of phoenix-flavored liquor, was launched on the basis of the original one.

Two years later, in September 2021, Xifeng Group launched a new product, Red Xifeng, priced at RMB 3,980, on top of the high-end market created by Red Xifeng, adding an important piece of the jigsaw puzzle to Xifeng's famous liquor map.

Song Shuyu, vice president and secretary general of the China Alcoholic Beverage Association (CABA), said that China's alcohol consumption is in an era of "no shortage of wine, but a lack of good wine". Five-star red Xifeng from the strategy has not been satisfied with brewing "good wine", but also to break the ceiling of the existing high-end liquor, in the red Xifeng quality standards on the basis of the realization of the upgrading of the top of the pyramid to create China's phoenix-flavored liquor.

In the overall launch strategy, the five-star red Xifeng will use three "1" strategy, giving the five-star red Xifeng "uniqueness identification", the total amount of 10,000 cases per year on the market, strictly guarantee that the province and outside of the province each selected 100 customers. This means that Five Star Red Xifeng will become a scarce single product.

From the quality of the product to the appearance of the details, but also fully embodies the five-star red Xifeng "precipitation and upgrading, innovation and refinement" of the ultimate craftsmanship. The bottle of "Five Star Red Xifeng" inherits the classic red Xifeng's "Chinese red", which is a strong brand style and highly recognizable, with red and gold as the main color and a phoenix flying in the air. Attached to the phoenix flying, a breath of life, quite a "rocking up 90,000 miles" of ambition and aspiration.

Wine is for drinking, good wine is even more so. As the ultra-high-end representative of the phoenix liquor, Five Star Red Xifeng after countless times of refinement, in accordance with the "five-star standard, three major upgrades, the old on the old" principle, the selection of 20 years old wine as the base wine, supplemented by 30 years to the age of the sea of national treasures in the sea of the old wine for storage by dozens of more than 40 years of age of the old craftsman The whole process of quality control, and finally after 398 times of upgrading the formula blended, the body of the wine is clear and transparent, the smell is elegant and delicate, and the aroma of old wine is obvious.

Zhang Zheng, Secretary of the Party Committee and Chairman of the Board of Xifeng Group, said, "Five-star Red Xifeng, as the highest standard of Fengxiang liquor, shoulders the mission of the rise of the Fengxiang liquor brand and the revitalization of the industry, and carries the heavy responsibility of promoting the accelerated development, innovative development, and sustainable development of Fengxiang liquor."

Poverty alleviation: from "blood transfusion" to "blood creation"

"The purpose of liquor production is consistent with people's aspirations for the needs of a better life. ." Zhang Zheng emphasized. All along, the Xifeng people always uphold the original intention of benefiting the people, a clear understanding of the characteristics of the industry, accurate calibration of their own development direction, the quality of the development, production area construction, cultural heritage into the rural revitalization of the development of a large pattern, to help increase the efficiency of agriculture, farmers to increase income, the rural areas to increase the beauty of the rural revitalization of the contribution of the power of the Xifeng.

In terms of social poverty alleviation, Xifeng has invested more than 5 million yuan to carry out counterpart support work with more than 20 villages and groups in Shaanxi Province through intellectual poverty alleviation and industrial poverty alleviation. "Xishan" is a collective name for the poor mountainous areas in the west of Baoji City. Here, the mountains are large and deep, the natural conditions are very harsh, and the poor population is large. In order to effectively strengthen the development of poverty alleviation in the west and the pace of farmers' income, Xifeng Group actively responded to the "Breakthrough Strategy of the West Mountain" of the Municipal Party Committee and Municipal Government of Baoji City, and supported the poor village of Duck Xia Ling in Fengge Ling Town, Chencang District. In the process of helping, Xifeng Group has effectively improved the appearance of the village by helping the poor village to build roads, planting fruits and gardens, purchasing cattle and sheep, building health centers, and installing street lights.

In terms of social public welfare, Xifeng has set up a charity fund to help students and build nests, and has participated in public welfare activities such as the selection of the "Most Beautiful Rural Teacher" in the country, financial support for college students in poor counties, caring for veterans and martyrs, caring for widows and orphans, caring for autistic children, as well as the Shaanxi National Games and the National Land Rowing Championships.

In terms of industrial poverty alleviation, Xifeng Liquor has implemented the construction of raw grain planting bases, which is a realistic action to help the construction of the old revolutionary areas in Baoji and northern Shaanxi. It adopts the order cooperation mode of "enterprise + government + farmers", and signs purchase agreements with farmers in advance to set pocket prices, which not only ensures the stability of the quality of Xifeng wine, but also helps farmers increase production and income. 2017, Xifeng took the lead in opening Xifeng wine raw grain planting bases in Yulin City, and selected the Jin Miscellaneous 22 sorghum varieties in accordance with the local conditions, relying on the loess soil and the local conditions. Sorghum varieties, relying on the natural advantages of sorghum cultivation on the Loess Plateau, respectively, to carry out technical guidance on different types of arable land, in 2018, effectively driving 2,120 poor households out of poverty and more than 6,000 farmers to increase their production and income, and strongly promote the development of the local economy.

In addition to this, Xifeng Liquor has stepped up its strategic layout of high-quality Fengxiang-type liquor production capacity, and constructed the "333" project (30,000-square-foot storage tank group, 30,000 tons of quartz, 30,000 tons of base liquor quality and expansion), which extends a large number of labor demand and supporting needs, such as the demand for large liquor sea storage, and creates new opportunities to increase the production and income of the farmers while consolidating its own development strength. The company has also created new opportunities for farmers to increase their production and income.

Edited by Zheng Mingzhu, Proofread by Liu Yue