How Can This Liquor Company, Starting from a Township Enterprise to an Industry Representative, Dare to 'Craft Exceptional Liquor for the World'?

On June 9, a group of nearly 20 diplomats stationed in China from countries including The Republic of Madagascar, The Republic of Albania, The Federal Democratic Republic of Ethiopia, and The Democratic Socialist Republic of Sri Lanka, visited Shaanxi Liulin Liquor Industry Group that located in Liulin Town, Fengxiang District, Baoji City. The purpose of their visit was to explore the spacious workshop and mellow liquor products, and to gain insight into the commitment of the private enterprise towards building a "brand-strong province".

Diplomats visit Shaanxi Liulin Liquor Industry Group.

Liulin Liquor derives its name from its place of origin, Liulin Town. This town was home to numerous liquor-making workshops, permeating the air with the fragrance of liquor, earning it the title of a "famous Chinese liquor town". The Chinese liquor produced here is one of the "four famous Chinese liquors". It is said that the unique Shaanxi Feng-flavor Chinese liquor originated in the Yin Dynasty, experienced its prime during the Tang and Song Dynasties, and has a history of more than three thousand years.

Compared with the glorious history of Liulin Liquor, the liquor company is a late bloomer. In 1974, the Liulin People's Commune established the collective Liulin Commune Distillery. The first group of entrepreneurs transformed an old distillery into a village-run enterprise. Since then, successive generations of brewers have worked tirelessly to explore ways to revitalize Shaanxi liquor.

In January 2018, Shaanxi QinMei Group acquired Liulin Liquor Company and established Shaanxi Liulin Liquor Industry Group, propelling Liulin Liquor onto a fast track of development and introduced the corporate vision of "crafting exceptional liquor for the world". Over the course of five years, the company has evolved into a large-scale enterprise that integrates Chinese liquor production, research and development, sealing and storage, and liquor tourism. Its product marketing network has expanded to cover various cities and counties in Shaanxi Province, as well as provinces and cities such as Beijing, Shanghai, Inner Mongolia, Gansu, and Ningxia.

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.

The modern distillery produces Feng-flavor Liulin Liquor, which also embodies the inspiring story of perseverance. At the modern distillery, foreign diplomats had the opportunity to savor the exquisite liquor and gain insight into the entrepreneurial journey of the Liulin Liquor Group, which transformed from a rural enterprise to an industry representative.

KANAHALAGE DEEPANI NALIKA KODIKARA, Minister-Counselor of Embassy of the Democratic Socialist Republic of Sri Lanka in China, expressed her deep admiration for China's profound traditional brewing culture after learning about the long history and brewing process of Liulin Liquor. Her admiration grew even stronger after tasting the Liulin raw liquor in the cellar.

KANAHALAGE DEEPANI NALIKA KODIKARA, Minister-Counselor of Embassy of the Democratic Socialist Republic of Sri Lanka in China, is being interviewed.

Shaanxi Liulin Liquor Industry Group, once an unknown distillery, has now emerged as the second largest brand and the largest private enterprise in Shaanxi's Chinese liquor industry. Its products have been awarded prestigious titles such as "Shaanxi Time-honored Brand", "Consumer Trusted Brand", and "Shaanxi Famous Brand". With the goal of promoting the revitalization of Shaanxi liquor through the rise of Feng flavor, the group adheres to the development philosophy of "quality, brand, culture, and ecology", and upholds the historical mission of inheriting ancient brewing techniques and promoting the culture of Feng-flavor Chinese liquor. It is committed to developing its brand and building Liulin Liquor Group into a modern century-old enterprise with superior product quality and greater brand influence, in order to contribute to the revitalization of Shaanxi liquor and the creation of a billion-dollar Chinese liquor industry cluster.

Diplomats visit Shaanxi Liulin Liquor Industry Group.

Currently, Shaanxi Liulin Liquor Industry Group, which aspires to "craft exceptional liquor for the world", is making great strides. Its promotion of Feng-flavor Chinese liquor culture and development vision has garnered praise from diplomats representing over ten countries. MAMATSELISO LITHONAKO MOKHELE, Counselor of Embassy of the Kingdom of Lesotho in China, expressed her admiration for Shaanxi Liulin Liquor Industry Group during her visit, noting the advanced production line and automated brewing workshops that improve production efficiency and ensure the high quality of the liquor produced.

Fu Xiaotong, the Chairman of Shaanxi Liulin Liquor Industry Group, expressed that the group is eager to utilize liquor as a means to establish a bridge of friendship with countries along the Belt and Road Initiative. This will strengthen international exchanges and cooperation, enhance mutual understanding and trust, and ultimately contribute to the prosperity and development of international cultural exchanges in the new era.