On November 3rd, the inaugural meeting of the Bazhong Alcoholic Drinks Association and the 144th anniversary celebration of Sichuan Jiangkouchun Wine Industry Group Co. Ltd., were held, signaling the development of the baijiu (Chinese rice wine) industry in Bazhong, Sichuan province.

Bazhong Alcoholic Drinks Association is established on November 3rd. [Photo/cbgc.scol.com.cn]

Exploring cultural roots

On the morning of November 3rd, the 144th anniversary celebrations of Jiangkouchun and the ceremony of sealing the altar and apprenticeship were held.

After 144 years of development, Jiangkouchun, with its new appearance as a State-owned enterprise, has achieved revitalization and secondary entrepreneurship, becoming an indispensable star in the baijiu industry of Bazhong.

In recent years, Jiangkouchun has expanded its market to more than 30 counties in the surrounding area. Its flagship product, Zhugeniang, is popular among consumers in the southern China market, with sales exceeding 100 million yuan ($13.71 million). It has become a key taxpayer and a major enterprise in Pingchang county of Bazhong, injecting vitality into the economic development of the Bazhong region.

Jiangkouchun continues to focus on culture and upgrading its brand strategy. It has cultivated a large number of cultural products based on the top ten cultural IPs of Jiangkouchun. Since its restructuring as a municipal State-owned enterprise in 2020, Jiangkouchun has inherited and developed traditional local culture, using poetry, songs, and traditional opera as mediums to continuously explore and share the brand’s stories.

Embracing industry opportunities

"I am willing to share the rice wine production technology I have mastered with member companies, and contribute to the development of the baijiu industry in Bazhong" said Li Yanzhong, the first president of the Bazhong Alcoholic Drinks Association, during the inaugural meeting.

The association will focus on the plan of building a "special rice wine production area in the northeast of Sichuan province". In terms of production area atmosphere, raw material planning, technical standards, market norms, industry upgrading, and technology public relations, it will strive to seek policy support for the entire baijiu industry chain in Bazhong and provide high-quality services.