"Classics Record Dew · Fenjiu Launches New" China Dew Liquor Culture Festival and Chenpi Fenjiu New Product Launch Conference successfully held in Chengdu

On March 25, 2026, coinciding with the nationwide Spring Sugar and Wine Fair, the “Classics Reveal·Fenjiu Begins Anew” Chinese Liquor Culture Festival and the launch event for Chenpi Fenjiu was grandly inaugurated at the Chengdu Global Intercontinental Hotel. This event was hosted by Shanxi Xinghua Village Zhuyeqing Industry Co., Ltd., with Fenjiu Co. launching the new Chenpi Fenjiu product. It gathered industry experts, researchers from the National Library, cultural scholars, partners, and media representatives to explore new paths for the inheritance and innovative development of liquor culture, showcasing the historical depth and innovative vitality of the Fenjiu brand.

This launch event serves as an important window for Zhuyeqing Industry Company to demonstrate its brand strength, as well as a concrete implementation of the “Fenjiu+” strategy. Furthermore, it is a landmark event that opens a new development phase for the liquor industry by forging a spirit of “upholding integrity” and empowering through “innovation.” The event unfolded in three chapters: “Awakening of the Chao Wine, Fen Water Flowing,” “Poetry and Wine for a Thousand Years, Bamboo Leaves Green,” and “Instant Joy, New Brew of Chenpi,” which layers on layers, presenting the cultural lineage of liquor spanning a thousand years, highlighting Fenjiu’s original intention of “upholding integrity,” while gradually introducing the “innovation” core of the new product, laying a solid foundation for the new era of liquor.

Liu Weihua, a member of the Party Committee of Fenjiu Group, Deputy General Manager, and Chairman of the Trade Union, pointed out that this launch event has three special significances: it is a cultural feast “coming from the classics”—“Liquor in the Classics” was carefully written by a researcher from the National Library and systematically outlines the historical origins, cultural connotations, and health wisdom of Chinese liquor over nearly three thousand years; it is an important step in the “Fenjiu+” strategy—Chenpi Fenjiu, as the first product in the Fenjiu liquor series, uses high-quality Fenjiu as the base liquor and incorporates the mellow aged aroma of Xinhui Chenpi, marking a solid first step for Fenjiu on the path of “upholding integrity and innovation”; it is a sincere invitation for the future—facing the vast blue ocean of the liquor market expected to exceed 200 billion yuan by 2030, Zhuyeqing liquor possesses three unique advantages: “famous liquor gene,” “dual intangible cultural heritage skills,” and “health certification,” jointly forming an unreplicable quality moat.

Chinese brewing master and Deputy Secretary-General of the China Alcoholic Drinks Association, Du Xiaowei, delivered a keynote speech. He stated that liquor has risen strongly to become the third largest liquor category in the industry, relying on the Eastern wisdom of “medicinal and food being of the same origin” and the modern expression of “flavor aesthetics.” Chenpi Fenjiu, based on the pure body of high-quality Fenjiu, incorporates the mellow essence of aged Xinhui Chenpi, achieving quality innovation through the combination of “the quintessence of liquor and traditional Chinese medicine,” overcoming the pain points of traditional liquor with rough taste and heavy medicinal flavor, realizing a harmonious unity of health and deliciousness, and setting a new benchmark for the liquor industry of “high quality, high aesthetics, and high experience.”

The segment of the launch event that held the most “upholding integrity” significance was the keynote speech delivered by Zhao Daying, an associate researcher at the Rare Books Division of the National Library. She introduced that “Liquor in the Classics” is based on the rich collections of the National Library, systematically outlining the development trajectory of liquor from its origins in the Shang Dynasty, its expansion during the Chu and Han Dynasties, its flourishing in the Tang and Yuan Dynasties, and its richness in the Ming and Qing Dynasties from 126 documents. From the records of the character “鬯” in the oracle bones of the Shang Dynasty, to the “Baima Zhi Jiu” of the Han Dynasty; from the flowing wine cups of the Wei and Jin Dynasties to the poetic ambiance of Xinghua Village in the Tang Dynasty; from the craftsmanship of flower dew distillation in the Song Dynasty to the warmth of “Instant Joy” in the Ming Dynasty—liquor culture in the classics has been systematically restored for the first time, solidifying the foundation for the inheritance of liquor culture.

During the event, the segment “Liquor in the Classics,” performed by cultural scholar and renowned publisher Mei Xuelin along with Eastern Television host Yu Fei, combined AI video technology to allow ancient craftsmen and modern Fenjiu makers to “dialogue” across time, vividly showcasing the development lineage of liquor from the Zhou Dynasty’s sacrificial use of “鬯,” to the Han Dynasty’s Baima Zhi Jiu, Wei and Jin’s flowing wine cups, Tang’s poetic Xinghua Village, Song’s flower dew distillation, and Ming’s “Instant Joy.” This innovative expression is a positive exploration of traditional liquor culture inheritance methods.

The debut of Chenpi Fenjiu’s new product became a key chapter of “upholding integrity before embarking on a new journey” during this event. The simple and elegant bottle design possesses the graceful essence of traditional liquor while incorporating modern minimalistic aesthetics. The Chenpi texture on the bottle beautifully complements the Fenjiu label, highlighting the design concept of “coexistence of tradition and modernity.”

Zhen Pan, Director of the Technology Center and Quality Inspection Center of Fenjiu Co., and Director of the Shanxi Liquor Product Quality Inspection Center (Limited Liability Company), provided a professional interpretation of the brewing process of Chenpi Fenjiu. Chenpi Fenjiu selects the Xinhui Chenpi, known as the “top of the three treasures of Guangdong,” and combines traditional extraction techniques with digital extraction technology, precisely controlling temperature, time, and ratio to maximize the extraction of active components and rich aromas from the Chenpi. The product contains more than 6 grams/liter of Chenpi, and the content of active components exceeds national standards, achieving a perfect blend of ancient wisdom and modern science.

To promote the continuous development of liquor culture, several guests were invited to hold a collaborative creation ceremony, officially launching the first China Liquor Culture Festival. All parties will engage in in-depth cooperation in liquor culture research, product innovation, and market promotion, creating liquor culture IP and promoting the prosperous development of the liquor industry. At the event, the first order for Chenpi Fenjiu was successfully signed, marking the official entry of the new product into the market.

The successful hosting of this event not only serves as a vivid practice of Zhuyeqing Industry Company’s “dual-wheel drive, upholding integrity and innovation” strategy but also showcases the innovative achievements of the “Fenjiu+” platform. In the future, it will continue to take culture as its soul and innovation as its wings, upholding the original intention of “upholding integrity” in the inheritance of classics, deeply cultivating new product development and cultural dissemination on the path of “innovation,” leading the liquor industry to achieve high-quality development in the new era and promoting excellent Chinese liquor culture to a broader stage.

(Edited by: Wang Lei)

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