On August 17, market release meeting of “Ancient Jar” series of Xiangshan Old Jar was held in Guilin. Besides Mr. Hu who is humorous and authoritative expert in liquor industry performed an authentic Ban Lu which has Guilin features, and explained cultural source of rice-flavor liquor, relevant leaders also came to witness market release of Xiangshan Old Jar “Ancient Jar” series on site. 

New Start of Xiangshan Rice-flavor Liquor 

One liquor knight dance has revealed market release of “Ancient Jar” series of Xiangshan Old Jar and led Xiangshan Liquor to a new travel of the industry as authentic rice-flavor liquor. 

In the liquor market in China, strong-flavour, Maotai-flavour, faint-flavour are traditional four flavours and enjoy a stable status. However, compared with other three flavours, though rice-flavour has traditional flavour’s stable endorsement as well as expert’s judgment approval, it hasn’t had a big leading brand which is oriented for the whole country, and is developed only limited in Guangdong Province and Guangxi Province. There is a huge room of development for rice-flavour liquor market. 

Xiangshan Liquor is a liquor enterprise with rich history and culture, its series of products was honored with the title of “Good-quality Liquor of the State” for 4 consecutive years since 1963 and took the lead in rice-flavour liquors which participate in assessment and was sold to Southeast Asia and Europe and America, etc as famous brand and liquor in Guangxi Province. 

“Xiangshan Ancient Jar and Ming Jar launched by Xiangshan Liquor were appraised well by consumers from market taste blind test in the market before it was put into market, which indicates the product’s quality has reached a new height. Hope the release meeting of this new product would make more consumers experience outstanding quality of Xiangshan Liquor, and hope Xiangshan Liquor would further cultivate its product and continuously solidify its market in Guangxi, walk to the country and even the world as soon as possible on behalf of rice-flavour liquor of Guilin.” One guest said on site.  

In-depth Exploration of Rice-flavour Liquor Culture 

Mr. Hu who is a media celebrity in Guangxi and He Bing who is liquor origin exploration expert release research of Xiangshan liquor culture. Xiangshan Liquor originates from Qin and Han dynasties, grows in Tang and Song dynasties, and prospers in Yuan, Ming and Qing dynasties, went through the Republic of China and still exists today. Xiangshan Liquor now still keeps small jars for brewing and fermentation of different generations since Ming and Qing dynasties. This is why it is called “Ancient Jar” of Xiangshan Old Jar. 

In the brewing history of Xiangshan as long as nearly 1,000 years, many well approved cultural literary quotations were left, including the poems from such masters as Su Shi, Huang Tingjian and Qin Guan, etc, including the praise of “Come to Guilin to drink luck dew, then I know the wonder of liquor and it is reputed to Hunan Province and Guangdong Province.” as recorded by Guihai Yuheng Record· Liquor Record. 

He Bing’s speech reminds us of prime minister in three kingdoms period of ancient Lingling area, poet in Tang and Song dynasties, winemaker in Song dynasty, Tanhua (No.3 in national civil examinations In feudal China) and Jinshi (successful candidate in the highest imperial examination), painter in Qing dynasty, and soldiers in Xiangjiang War. Wang Yong who is inheritor of intangible cultural heritage of the 6th generation of Xiangshan Liquor led all guests present to taste authentic rice-flavour liquor. 

Good Water, Good Rice, Antique Ancient Jar Process Creates Rice-flavour Liquor Pure and Honey Sweet 

Xiangshan Liquor Factory is located in Quanzhou, Guilin which is of green mountains and clean water, the average selenium content in the soil of Quanzhou reaches as high as 0.45mg/kg. The organic se-enriched rice in Quanzhou is pure and has full grain, tastes fresh and sweet agreeably, and has such multiple biological functions as oxidation resistance, aging resistance and cancerization prevention, etc, so it is a nutritious and healthy food. Xiangshan Liquor Factory uses the mountain spring water at upper stream located at the mountain whose altitude is 2,000m, and effectively prompts growth and fermentation of brewing microbes. Its water quality is clear, pure and sweet. Xiangshan Liquor, which insists on the fermentation technology of authentic small jar and ground vat of rice-flavour liquor, is one of few liquor factories which insist on traditional ancient jar brewing technology. 

“Good water and rice + antique ancient jar process” complies with the method of natural law and co-existence of all things. Rice, water, aspergillus and air co-exist and supplement each other, so the liquor is natural, healthy and authentic, and has purely and honey sweet as rice-flavour liquor. 

Hao Zhebing, who is quality director of Jindong Group releases technical research data of rice-flavour liquor and systematically analyzes Aspergillus’s effect on the quality of rice-flavour liquor, and optimization in microbes cultivation technology in order to improve taste of Xiangshan Ancient Jar.  

Talk on Product Design 

One product has life since it is conceived and designed. It has been 18 months since Xiangshan Ancient Jar was originally designed, developed and put into market. In the long course, it has integrated resources in Beijing, Shanghai and Quanzhou, and blend Chinese traditional liquor culture and knight culture and landscape culture together to create one master representative of authentic rice-flavour liquor in China.

The “Ancient Jar” series of Xiangshan Old Jar, like a master who has witnessed vicissitude of life and is already enlightened. Its hidden power, once released, is inconvincible. The design of “Old Jar” deeply expresses Xiangshan people’s gratitude to Guilin landscape. 

Xiangshan Ancient Jar, which wears “bamboo hat”, is as ambitious as a knight, as well as gentle as Guilin landscape, therefore it is easy to identify authentic “Old Jar” of Xiangshan Old Jar by its appearance. Like a knight who walks out from the remote history, it walks alone with strong power, and impressive.