The grand ceremony of the 2024 11th Annual Gujing Gong Jiu Vintage Aged Liquor Autumn Brewing Ceremony and the 5th International Forum on Distilled Spirits Technology was held in the ancient Gujing Wine God Square in Bozhou, Anhui province on September 12. The ceremony marked the simultaneous opening of the brewing season for the prestigious Gujing Group’s wineries in three different locations, setting the stage for the creation of the year’s finest liquor. Despite the rainy weather, the atmosphere was festive and the event proceeded smoothly, with the rain adding an unexpected charm to the occasion.
Attendees included esteemed figures from the Chinese Wine Association, the Chinese Academy of Engineering, the State-owned Assets Supervision and Administration Commission (SASAC), the Standing Committee of the National People’s Congress, and the Ministry of Agriculture and Rural Affairs, among others. The mayor of Bozhou and the chairman of the Gujing Group, Liang Jinhui, also participated in the event.
Since 2014, the ‘Autumn Brewing Ceremony’ has been an annual event, held every September, to honor and promote the national intangible cultural heritage brewing skills and the spirit of Chinese liquor. It has become a unique branding activity for Gujing Gong Jiu and a cultural intellectual property (IP). The ceremony began at 10 am, with offerings made to the wine god Cao Cao, followed by a ceremonial libation of Gujing liquor and a recitation of the Nine-Flavor Wine Method.
Liang Jinhui, the mayor of Bozhou, and other officials made speeches at the ceremony. Liang Jinhui stated that Gujing has been focusing on the ‘Three Quality Projects of Truth, Goodness, and Beauty’ and will strive to create a ‘digital, international, and legal’ new Gujing. The mayor of Bozhou expressed his hope that Gujing will continue to uphold the main business of liquor, adhere to the principles of truth, goodness, and beauty, and contribute to the world’s fragrance.
In his speech, Song Shuyu, the chairman of the Chinese Wine Association, emphasized that cultural quality has become the core quality expression of liquor. He encouraged the Bozhou production area to further explore the value of the production area under the leadership of Gujing, promote the integration of production and city, and promote the development of the liquor industry in all links and clusters.
The ceremony also featured a master-disciple initiation ceremony for the Gujing Gong Jiu brewing technique, a special performance by advanced workers from the Gujing Gong Jiu brewing and sales lines, and the unveiling of the Jingdong (JD.com) Gujing Gong Jiu Vintage Aged Liquor Museum.
The auction of the autumn brewing head wine, produced from the Ming Dynasty’s national treasure cellar, was a highlight of the ceremony. After intense bidding, a wine enthusiast from Shanghai purchased the head wine for 8.1 million yuan. The ceremony was filled with various cultural performances and interactive activities, making it a memorable event for all participants.
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