In the afternoon of June 16, the strategic partnership between Jiugui Liquor and Vats Liquor Store and the Golden Jiugui product launch event was held in Changsha under the theme of “Long distillation becomes gold, intensely scented”.

Vats Liquor Store, known as the “top-selling builder”, collaborated with Jiugui Liquor to produce its first high-end product, “Golden Jiugui” of the “Golden” series, at a suggested retail price of RMB 1,199 per bottle. This product is enhanced with culture and quality, and distribution channels increase its reach. The “Golden Jiugui” that has multiple characteristics possesses nearly all of the attributes of best-selling liquors. 

At the launch event, Wang Hao, party secretary, chairman of COFCO Wines & Spirits Co., Ltd. and secretary of the party committee and chairman of Jiugui Liquor Co., Ltd., said that Vats Liquor Store, as a leading player in the industry, is crucial to the high-quality development of Jiugui Liquor. The partnership between Jiugui Liquor and Vats Liquor Store is built on mutual recognition and understanding of culture and branding, and Jiugui Liquor will leverage the value advantages of Vats Liquor Store’s chain channels to expedite its national distribution.

Wu Xiangdong, chairman of Jindong Group and chairman of Vats Liquor Store, asserted that Jiugui Liquor completely merits the position of No. 1 brand in cultural liquor and that its particular aroma, distinctive western Hunan culture, and unique artistic connotation constitute a solid value defense. The strategic partnership with Jiugui Liquor is also an important milestone for Vats. The Golden Jiugui is positioned as a high-end liquor with a significant value space, and we are confident that with the combined efforts of both sides, we can improve Jiugui Liquor on all fronts and reap mutual rewards.

The Golden Jiugui, which has a frosted gold body and a golden tie knot that resembles a “golden moneybag”, is modeled after the classic sack bottle designed by Master Huang Yongyu. The Tang dynasty flower pattern printed on the box stands for perpetual growth and is both primitive and rare.

In terms of the liquor-making process, the Golden Jiugui uses the unique “523” process, which involves more than 170 steps, is meticulously made and blended by masters, sealed and caved in for 9 years, and uses 7,065 flavoring ingredients to produce a rare quality of three aromas: dense in the initial taste, fresh in the middle taste, and Jiang-flavored in the after taste.

After tasting the Golden Jiugui, Ma Yong, vice president and secretary general of the China National Food Industry Association, remarked that the aroma is sophisticated and cozy, the liquor is mellow and full-bodied, and the aroma of old liquor is evident, expressing its essential qualities of “complicated process, distinctive characteristics, typical style, and hard to copy”.

Some industry insiders consider this strategic partnership to be a superb example of a partnership between a well-known liquor and a big business. They also refer to it as the “invincible combination” of the liquor industry. In the future, the two sides will complement one another in terms of products, brands and distribution channels. The Golden Jiugui will also make use of the 30,000 terminals owned by Vats Liquor Store for nationwide distribution.

Also present at the event were Ma Yong, vice president and secretary general of the China National Food Industry Association, Wang Yuewen, president of the Hunan Writers Association, Li Wei, president of Vats Liquor Store, Zheng Yi, deputy chairman and general manager of Jiugui Liquor Co, Ltd., Wang Zhe, deputy general manager of Jiugui Liquor Co, Ltd., etc.

News: On June 14, Guo Zhenggui, secretary of the party committee of Xiangxi Prefecture, met with leaders of Jiugui Liquor and Vats Liquor Store at the Gloria Hotel in Jishou, Xiangxi Autonomous Prefecture. Guo Zhenggui urged the sides to intensify their strategic partnership, continuously explore the cultural connotation and market potential, enhance each other’s brand value, and work together to achieve mutual benefits and ensure fruitful cooperation.

On June 15, Chairman Wu Xiangdong and his party visited the Jiugui Liquor Eco-Cultural Industrial Park, where they visited the cultural exhibition hall, liquor-making workshop and packaging workshop of Jiugui Liquor, and held another symposium on strategic cooperation.