Diplomats Visit Liulin Town in Baoji City to Explore Thousand-Year Liquor Town's Inheritance Code

On June 9, a group of nearly 20 diplomats hailing from more than 10 countries and regions along the Belt and Road continued to embark on "In Love with Shaanxi on the Silk Road: The 5th Diplomats' Tour to Shaanxi". As part of the tour, they went to Liulin Town in Baoji City, where they visited the Shaanxi Liulin Liquor Industry Group. The diplomats had the opportunity to savor the renowned Liulin Liquor, which is brewed using ancient techniques passed down over a millennium. In Liulin Town, the diplomats aimed to delve into the inheritance code of this Thousand-year Liquor Town.

Diplomats visit Shaanxi Liulin Liquor Industry Group.

Fengxiang District in Baoji City boasts a rich history as one of the nine regions of Huaxia (an ancient name of China), serving as a political and cultural hub during the pre-Qin period, and the birthplace of distilled liquor in the world. With a continuous heritage of distillation techniques spanning three thousand years, this area has developed a distinctive Phoenix aroma liquor culture. In the past, the district was home to numerous liquor-making workshops, permeating the air with the fragrance of liquor. Despite the passage of time, the liquor industry has continued to preserve and thrive in this region.

The evolution of the Thousand-Year Liquor Town is also a history of cultural inheritance. According to Novruz Ceta, Charge d'Affaires ad Interim of Embassy of the Republic of Albania in China, Chinese liquor culture has a rich history and is an integral part of the country's culture. It is impossible to fully comprehend Chinese culture without acknowledging the importance of the profound significance of its alcohol traditions.

Diplomats visited several locations, including manual and automatic liquor-making workshops, as well as the Liulin post house, all on the same day. This tour allowed them to gain a comprehensive understanding of Chinese liquor culture, including its historical inheritance from various perspectives, such as brewing techniques, and cultural significance. The shift from a traditional manual liquor-making workshop to an automated one using industrial robots, with the presence of fully automated brewing production lines operated by industrial robots, created a sense of transcending time and space and immediately sparked their interest. During their tour, the diplomats also visited Jiuhai Warehouse to see the rows of ancient jiuhai containers made from Chinese chaste trees harvested in the Qinling Mountains. The aging liquor stored in the jiuhai, with some dating back more than 50 years, left the diplomats amazed.

Diplomats and the management team of Liulin Liquor Group take a group photo in front of Jiuhai Warehouse.

During visiting the automatic liquor-making workshop, Petrus Ndesimona Tjandja, Military Attaché of Embassy of the Republic of Namibia in China, was impressed by the production line that incorporates new intelligent manufacturing technology and traditional solid-state fermentation liquor production techniques. The line is also equipped with ABB bionic industrial robots, which have replaced manual labor and led to a substantial boost in production efficiency. He stated that the liquor-making techniques in Liulin are advanced, and he personally developed a preference for Chinese Liulin Liquor over African liquor. He also mentioned that he would proudly bring back this liquor to Africa and promote it as a product from Liulin Town.

Petrus Ndesimona Tjandja, Military Attaché of Embassy of the Republic of Namibia in China, speaks highly of the Liulin automated liquor-making workshop.

Based on historical records, during Zhang Qian's journey to the Western Regions as a diplomatic envoy of the Han Dynasty, Liulin Liquor, as a unique product at the time, accompanied the delegation as they traveled westward. The Phoenix aroma liquor was introduced into the Western Regions since then. According to Fu Xiaotong, the Chairman of Shaanxi Liulin Liquor Industry Group, the company which began as a small liquor-making workshop over a century ago, has evolved into a prominent Chinese cultural product. Now the company is ready to seize the opportunities presented by the Belt and Road Initiative and, following the Silk Road, venture into the global market.

Fu Xiaotong, Chairman of Shaanxi Liulin Industry Group, delivers a speech.

Kanahalage Deepani Nalika Kodikara, Minister-Counselor of Embassy of the Democratic Socialist Republic of Sri Lanka in China, believed that liquor has the power to bring people, countries, and cultures together. Specifically, she noted that Liulin Liquor could strengthen the bond between the people of China and Sri Lanka. She expressed her hope for the continued growth and success of Liulin Liquor and expressed delight in being able to witness its development firsthand.

Liu Lin (first from left), General Manager of Shaanxi Liulin Liquor Industry Group, and NOVRUZ CETA (first from right), Charge d'Affaires ad Interim of Embassy of the Republic of Albania in China, communicate in the automated liquor-making workshop.

According to Fu Xiaotong, Liulin Group places a high priority on brand development and adheres to the principle of progress through innovation and mutual benefits through cooperation. The company remains committed to its historical mission of passing down traditional brewing techniques and promoting Phoenix aroma liquor culture. Liulin Group's vision is to produce high-quality liquor for global consumers, with a development strategy prioritizing quality, brand, culture, and ecology. The company is currently engaged in a project aimed at enhancing quality, implementing technological transformations, and promoting industrial tourism. Through these efforts, the company expects to revitalize its brand image and regain its past glory.

Liulin Liquor has garnered numerous accolades in recent years, receiving recognition as a top-quality product at both the ministry and provincial levels. It has also been recognized as a renowned liquor representing Chinese culture and a Shaanxi good trademark. The "Liulin" brand has achieved prestigious designations as both a "Baoji Time-honored Brand" and a "Shaanxi Time-honored Brand." In 2021, Liulin Liquor was awarded a gold medal at the 106th Panama Pacific International Exposition. This recognition not only highlights the brand's excellence as a major player in the industry but also underscores China's impressive industrial advancements in the new era.

Liulin Liquor Group is currently accelerating the second phase of its project to enhance quality, implement technological transformation, and promote industrial tourism. Upon completion, the project is expected to increase its total production capacity to 50,000 tons and base distilled liquor storage capacity to 300,000 tons. Additionally, the company's annual sales income is also projected to reach CNY 10-15 billion. This development will establish an industrial chain group centered on liquor production and processing, liquor culture experience, and industrial tourism. It will also drive the high-quality growth of supporting industries such as local transportation, liquor packaging materials, and raw grain planting.

Liulin Liquor Group, as per Fu Xiaotong, plans to utilize liquor as a bridge to cultivate international friendships, encourage cooperation, enhance mutual understanding, and partner with Belt and Road countries to further cultural exchange and development in the new era. The company is dedicated to enhancing the reputation of Phoenix Aroma Liquor Town through innovation and progress and showcasing it as a symbol of excellence. By brewing high-quality liquor, the company aims to cater to the tastes and preferences of consumers worldwide.

Novruz Ceta, Charge d'Affaires ad Interim of Embassy of the Republic of Albania in China, delivers a speech.

Novruz Ceta praised the company's skilled artisans for using ancient brewing techniques in China to produce historical liquor. He expressed a desire for Albanian enterprises to establish cooperation with Shaanxi Liulin Liquor Group, aiming to make Liulin Liquor a globally recognized brand.