From July 24 to 25, crowded with participants, the First Rice-Flavor Liquor Cultural Festival of Xiangshan closed a special journey in East West Street, Guilin, turning an ordinary weekend into a special occasion.

With the theme of “National Excellent Xiangshan, Pure Vintage Wine”, this festival was hosted by Guilin Xiangshan Liquor Co., Ltd., the most representative rice-flavor liquor company of “Gui liquor” in China, as the first large-scale physical activity centered round the theme of rice-flavor liquor in Guangxi. Designed as a carnival, this cultural festival featured a number of booths bearing the “China-chic” elements at the venue. Accompanied by stage performances and creative independent booths, peripheral products of the brand and mystery lottery boxes were novel additions to get more participants of many different ages involved. The Xiangshan brand replaced a stereotyped impression with fun and interesting things.

Xiangshan Liquor also brought the “distillery” to the cultural festival that provided immersive experience in miniature liquor filters and small underground jars where rice-flavor liquor was fermented... everything that fully demonstrated the craftsmanship characteristics of the only rice-flavor liquor enterprise that has preserved the technique of fermentation with small underground jars in China.

At the cultural festival, young people who “played” different roles shared their feelings about this event in combination with their knowledge about the Xiangshan brand. Some of them said, “I never thought that rice-flavor liquor would be distilled in front of me. How amazing that the device was moved here! No passerby could resist the tempting fragrance.” 

The vintage liquor made by Xiangshan was redefined and injected with the city’s “new vitality”. Every participant in the event revisited this 67-year-old brand at the First Rice-Flavor Liquor Cultural Festival of Xiangshan.