News On November 20, the “2020 Cellar Opening Ceremony and the First Artisan Culture Festival of Jinyuanchun” was grandly opened in Tengzhou Jinyuanchun Ecological Brewing Park. The culture festival, which was divided into three chapters of “The Rise of Craftsmanship”, “The Tempering of Skills”, and “The Realization of Dream”, attracted many friends and fans of the brand from Shandong Province to deeply experience beautiful liquor and ingenuity and feel Jinyuanchun’s awe of Chinese traditional liquor culture and deep faith in ingenuity.

Leaders attending this event mainly included Jiang Zumo, President of Shandong Light Industry Information and President of Shandong Liquor Association; Zhu Yanchen, Member of the Standing Committee of the Tengzhou Municipal Party Committee, Director of the Propaganda Department, Deputy Secretary of the Party Group of the Municipal Government, and Director of the Management Committee of Tengzhou Economic Development Zone; Chai Chunguo, Deputy Director of the Standing Committee of the Municipal People’s Congress of Tengzhou City; Fan Meng, Deputy Mayor of the Municipal Government of Tenzhou; Gao Guangsheng, Vice Chairman of the Municipal Committee of CPPCC; Wang Yinde, Director of the Municipal Bureau of Industry and Information Technology; Li Yajuan, Secretary of the Party Committee of Hongxu Town; Yan Tao, President of Jindong Group; and He Henghui, CEO of VATS Group.

Lu Ban Unveiling Ceremony

Paying Tribute to Ancestors of Artisans

Tengzhou is home to rich and natural treasures and outstanding people, and men of talent have come out in succession since ancient times. Ancient oriental masters represented by Lu Ban exerted their craftsmanship to the extreme and became “ancestors of artisans” highly regarded by Chinese artisans.

In fact, Lu Ban was not only a native of Tengzhou, but also the father of the brewing industry. He pioneered the technique of digging wells, invented the stone mill, the basket for harvesting grain, the dustpan, the sieve for washing rice, the scoop for holding water, the bamboo mat for food spreading and other living utensils which are widely used in the brewing industry. Among them, the invention of the stone mill marked a breakthrough in liquor technology from whole grain brewing to crushing grain brewing, which is the 4-6 plum petal method still prevailing in Jinyuanchun today. It can greatly improve the quality and output of liquor. Lu Ban’s ingenious inventions not only blazed a trail for brewing craftsmanship that Tengzhou people maintain, but also influenced people in Jinyuanchun over generations.

Honoring a century-old legacy, people at Jinyuanchun do not forget the saints and sages. They held a grand ceremony to pay tribute to ancestors of artisans - Lu Ban Memorial Ceremony. While thanking the ancestors and inheriting the ingenuity, they also solemnly pledged to pass down the millennium liquor culture and adhere to the century-old craftsmanship without forgetting the original aspiration and while forging ahead.

Cellar Opening and Jar Sealing Ceremony

Witnessing Brewing By Virtue of Heaven and Earth

Exquisite liquor is god made and the hope is sealed in the jar. As the exquisite liquor slowly flows out of the microcomputer-controlled fully automated four-stage liquor harvesting machine, the best-quality one is selected and held in a pottery jar.

Over the process of technological innovation, Jinyuanchun constantly organizes golden handcrafted brewing teams to learn new technologies and integrate intelligent systems with innovative traditional brewing technologies. Beautiful liquor in sealed jars was carried on the stage by these artisans who are “devoted their life to one single career” and was sealed by national liquor experts and the fifth-generation inheritor of Jinyuanchun intangible heritage techniques. This not only represented the spirit of ingenuity that Jinyuanchun has always honored, but as the national liquor expert Zhu Guojun put it, “The liquor in sealed jar from opening cellars of Jinyuanchun is characterized by comfortable grain fragrance, clean body, and unique taste. In the base liquor competition organized by Jindong Group, Jinyuanchun was recognized by dozens of national liquor judges!”

A Cluster of Intangible Cultural Heritages

Fun with Park Touring

At the call of Jinyuanchun’s ingenuity, dozens of intangible heritage artisans gathered in the Jinyuanchun Ecological Brewing Park. The pottery-making technology of Beixin dating back to 7,300 years ago, dough sculpture recorded in the Han Dynasty, New Year wood-block print of Wanglou starting from the period of Emperor Yongle’s rule in the Ming Dynasty, and the Luban lock that supports the wisdom of Chinese architecture the guardians of the brewing skills as an intangible heritage that has been passed down for 150 years in Jinyuanchun reverently and persistently honored the skills and spirit left by Lu Ban. The artisans in the new era guard the faith in their hearts with enthusiasm and ingenuity. Every guest present was proud of them. It is these persistent artisans who enrich the cultural profoundness and pass down the ingenuity culture in Shandong Province.

While experiencing the ingenuity and culture of Jinyuanchun, on November 20, thousands of tourists also had the chance to taste beautiful liquor, play games and enjoy the beautiful scenery in the Jinyuanchun Ecological Brewing Park, a complex that covers an area of a thousand mu with an estimated investment of RMB 1.5 billion to build over 6 years by Jindong Group. The first phase of the project has been completed, integrating the liquor culture of Tengzhou, ecological environmental protection, and industrial tourism.

As expected by Mr. Yan Tao, President of Jindong Group, “Jinyuanchun will continue to build a stronger brand, invigorate marketing, and contribute to the society while providing consumers with high-quality liquor.”

From the honoring of history and culture to the inheritance of skills, and to industrial integration and innovation, while fully demonstrating its inherited exquisite brewing skills and pious and persistent craftsman spirit from multiple angles, Jinyuanchun is committed to promoting innovation in the liquor industry in Shandong with a more innovative attitude.