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The booming business of baijiu

(China Daily)
Updated: 2009-09-23 20:00

'Gate of National Liquor' in Zunyi's township of Moutai

Once you step into the lands of Zunyi, you be surrounded by a sort of liquor society that has evolved due to the city's special climate, soil conditions and even microbes crucial to the legendary beverage called baijiu.

Zunyi has a long history of making and drinking liquor. Liquor pottery and cups made in Shang Dynasty (16th-11th century BC) were unearthed in Renhuai, a county-level city of Zunyi, the earliest in Guizhou province.

Over thousands of years, the local liquor has played an important part in people's lives. Whether at weddings or funerals, festivals or sacrificial ceremonies, liquor has been indispensable.

The most famous liquor in Zunyi is Moutai, now so widely used at welcome dinners or as gifts for distinguished foreign guests. It is called the "national liquor" and "diplomatic liquor".

Even early in the Han Dynasty (206BC-AD24), Emperor Wu Di extolled Moutai liquor. By 1915, it won a gold medal at the Panama International Fair.

It now has worldwide reputation and is listed as a top distillate spirit standing along side Scotch whisky and French Cognac.

In 2008, Kweichou Moutai Co Ltd, the economic kingpin of the city as well as the province, generated 10.7 billion yuan in sales revenue, an increase of 15.9 percent over the year previous.

In addition to Maotai, there are many other traditional spirits in Zunyi including Dong, Xi, Zhen, Yaxijiao, and Meijiao liquors, each with different characteristics, taste and scent.

A batch of new brands in Zunyi have also risen to fame in recent years, including Xiaohutuxian and Jiuzhongjiu.

With Moutai as the leading brand, Zunyi plans to develop its liquor industry across a full range of high, medium and low end products.

The local government has chosen 10 companies together with sector leader Moutai to form a group that will be given special assistance to ensure rapid progress.

Total sales revenue of Zunyi's liquor sector reached 10.58 billion yuan last year. Together 11 major enterprises had total income of 9.51 billion yuan.

Another important part of the liquor promotion strategy is to hold large-scale exhibitions, among them the 2009 China (Zunyi) Liquor Exhibition from set for Sep 22 to 23.