On May 9, Hunan Xiangjiao Liquor Co., Ltd. held the “2018 Spring Cellar Jar Sealing Culture Festival” in the National AAAA Grade Xiangjiao Ecological and Cultural Winery, and the quota of “Xiangjiao Luzhou-flavor 500kg Jar Sealed Liquor” (Limited Version) was sold out and all the payments were made.

52° and 53° “Xiangjiao Luzhou-flavor 500kg Jar Sealed Liquor” products were sold on that day at retail prices of RMB 498 and RMB 598/bottle, respectively. In addition to the limited versions, optional sub-packing and semi-automatic customization specifications were also provided. The honored guests that were qualified for the jar sealing operation acclaimed the products.

“This is a both functional and artistic liquor product. I began to pay attention when I heard that it was to be launched,” said Mr. Li from Chenzhou, who was prepared to apply for subscription and wanted to order the product for a ceremony of his company. “There is a saying that ‘The jar is opened for big event.’ It’s a good idea to have the jar opened for a company ceremony...”

In fact, under the trends of consumption upgrade and market diversification, jar sealed liquor represents a new “consumption outlet” in the liquor industry. Faced with the upcoming wave, different liquor companies introduced their jar sealed liquor products one after another. However, among the numerous products, how could the Xiangjiao 500kg jar sealed liquor win the favor of many consumers?

With regard to the brewing process, Xiangjiao Winery inherits the traditional brewing technique that is regarded as the essence of solid-state fermentation. It’s named “The Six Ancient Methods” that pursue the blending of “maker, water, yeast, grain, jar, and fire”. In an old cellar that has been cared for nearly one hundred years, grain and yeast are put into an old jar placed at 2.5m below the ground and are left to natural fermentation and aroma, with time and temperature controlled under scientific and reasonable means. After twelve years, good liquor will be brewed.
 

Brewing is an attentive practice. In Xiangjiao Winery, winemakers are screened according to strict standards. One has to be an experienced craftsman who masters superb brewing skills and moral integrity. Xiangjiao’s brewing team, represented by Su Shuming, “May 1st Labor Medal Winner” of Hunan Province and champion of Hunan liquor brewing competition, is a typical representative.

Liang Bangchang, a Chinese liquor expert, praised the liquor products made in Xiangjiao Winery for its mellow and soft liquor body, elegant and lasting flavor, full and smooth taste, and clean after taste when he visited Xiangjiao Liquor. He also found that the brewing process flow adopted in Xiangjiao Winery is more stringent and standardized than those of many first-class brands in China.

An industry insider said that only liquor that has historical and cultural values deserves investment and has collection value. With unique scarcity, heavy cultural attributes, and high value, Xiangjiao 500kg jar sealed liquor seizes the bonus of consumption upgrading and has become a representative brand of high-end custom liquor.