In the golden autumn, savor the flavor of a century and the aroma of the granary.

On September 16, a grand ceremony to inaugurate the Yushuqian Liquor Culture Museum and 4th Yushuqian Jiuhai’s Jar-sealing Cultural Festival, an intangible cultural heritage, was held in the Yushuqian Liquor Culture Estate, an AAAA tourist attraction. This event was attended by over a hundred individuals, including government officials, entrepreneurs, industry experts, scholars, distributors and media industry representatives. This event was live-broadcast by the Jilin branch of “Particle News” and more than 1.56 million netizens viewed it online to pay tribute to the craftsmanship and cultural heritage.

In his address, Chen Wei, general manager of Jilin Yushuqian Liquor Industry Co., Ltd., stated that “the 210-year-old intangible cultural heritage of the ancient liquor-making techniques east of Shanhaiguan upholds the idea of good water, good grain, and good procedure. Before being stored in a clay jar for a number of years to produce excellent vintage liquor, each drop of base liquor is maintained in Jiuhai for many years. Today, just as new flowers bloom, Yushuqian Liquor Industry is constructing a new landmark of liquor culture. We will seize the opportunity presented by the times and forge ahead.”

At the event, Gao Jun, the chief liquor taster of the China Alcoholic Drinks Industry Association, read out the evaluation results of five industry experts of two newly launched jar-sealed liquors - “Jiuhai Private Collection 16” (50.8% ABV) and “Jiuhai Private Collection 18” (53% ABV): the former has a strong aroma that is typical of Jiuhai (including traces of pine, vintage liquor, and sweet honey). The cellar aroma is intense, and the flavor is sweet, mellow, and harmonious. In contrast, the latter has a Jiang flavor that is typical of Jiuhai (including traces of pine, vintage liquor, and sweet honey). It is slightly yellow and transparent, and has a delicate Jiang-flavor scent that is rich and mellow. When the glass is emptied, the aroma persists. Both are excellent liquors.

The Yushu Qian Wine Culture Museum was inaugurated at 10:40 a.m. by Jin Hai, chairman of the Yushu Municipal Committee of CPPC, and Chen Wei, general manager of Jilin Yushuqian Liquor Industry Co., Ltd. There were cheers and loud applause.

As the museum’s door slowly opened and the guests entered in succession, a powerful odor of liquor culture filled the air. Its distinctive flavor was one of antiquity, elegance, and aroma.

Jin Hai, chairman of Yushu Municipal Committee of CPPC, Feng Yuping, vice chairman of China Arts and Crafts Association, Zhao Yu, deputy secretary general of China Liquor Distribution Association, and Gao Xuefeng, general manager of Yushuqian Liquor-making Company, pressed the start button collectively beneath the large circular screen. Then, the 210-year glorious history of the Yushuqian Liquor-making Industry began to play out on the large screen as the gorgeous pictures poured forth.

The Yushuqian Liquor Culture Museum was built with an investment of RMB 10 million and took 3 years to complete. The entire museum is divided into eight thematic pavilions, of which, the Gratitude for the Source, the Story of Yushu, the Treasure Pavilion, the Painting and Calligraphy, the Red Gene, the Old Streets in Yushu, etc. portray the 210-year evolution of the Yushuqian Liquor Industry from its founding to the present. It recreated the “burning dry steamer” scenario and graphically demonstrated the craftsmanship and intelligence of the northern distillers.

Many guests paused in front of the liquor steamer in the Treasure Pavilion to observe it and snap pictures. This 200-kilogram liquor steamer was discovered in August of this year in Niutou Mountain of Yushu City. It shares the same shape as the Liao Dynasty liquor steamer that was discovered in Da’an City, Jilin Province, in 2006.

In order to better preserve this (original) liquor steamer discovered in Niutou Mountain, the Yushuqian Liquor Culture Museum collected it as the museum’s most valuable artifact.

In the Liquor Culture Museum, guests also experienced the time-travel ritual of “passing the government exam”, and sealed their own jars of liquor.

The 4th Yushuqian Jiuhai’s Jar-sealing Cultural Festival is believed to last for a whole month. Yushuqian Liquor Industry has introduced a series of preferential policies for jar sealing, inviting customers to witness the event, seal the jar to make wishes, and save liquor for prayer.