Photo shows some of Xifeng Liquor products.
BEIJING, June 20 (Xinhua) -- Xifeng Liquor, a renowned Chinese Baijiu manufacturer, is cultivating excellent quality and building core brand values by inheriting the outstanding traditional culture and millennium craftsmanship.
As a typical representative of "Fengxiang-type" Baijiu in China, Xifeng Liquor showcased the long-standing historical heritage of Chinese brewing and its contemporary innovation at the 2023 China Brand Day held in Shanghai from May 10-14. This event aimed to enhance the influence of Chinese brands.
In 1952, Xifeng Liquor was recognized as one of the Four Famous Liquors of China at the first National Liquor Evaluation Fair. Since then, it has consecutively been awarded the title of "National Famous Liquor" for four terms.
In June 2021, the "Brewing Techniques of Xifeng Liquor" was included in the fifth batch of national intangible cultural heritage representative projects. In December of the same year, the Xifeng Liquor Brewing Industrial Heritage Group was listed in the fifth batch of national industrial heritage.
Under the framework of the Belt and Road Initiative (BRI), Xifeng Liquor has participated in international high-end cooperation and exchange activities such as the “Next Summit”, which have accelerated the global expansion of Chinese Baijiu.
In 2022, Xifeng Liquor was invited to visit the foreign embassies in China of countries like Portugal and Luxembourg to share with them the traditional Chinese culture with Baijiu as the bridge. The Chinese Baijiu was also the designated liquor for the sixth NEXT Summit and was permanently collected by museums in Indonesia.
In recent years, Xifeng Liquor has passed the most authoritative SGS inspection for alcoholic beverages in the European Union (EU), FDA inspection in North America, and BV inspection in Africa. It has obtained trademark registrations in several countries and regions within the EU and the United States, becoming a typical representative of Chinese famous liquors' "going global".
On May 10th, the 2023 China Brand Day gala, themed "Brand New Power, Quality New Life," was grandly staged in Shanghai. "The demand for high-quality development is driving the transformation and upgrading of the entire Chinese Baijiu industry," said Zhang Zheng, Chairman of Xifeng Group, at the event.
While the entire Chinese Baijiu industry is undergoing transformation and innovation, Xifeng Liquor innovates on the basis of traditional brewing techniques to cater to consumers' tastes. The brand incorporates Chinese elements into its design and actively explores promotion through short videos and live streaming for sales.
Furthermore, Xifeng Liquor once again made it onto the list of favorite Chinese brands among foreigners in 2023, following its debut in the previous year's rankings. This demonstrates the overseas consumers' favor and support for Xifeng Liquor, which can be attributed to the development strategy of "high-end and nationwide" and continuous efforts in building core products and other aspects.
To firmly establish Chinese manufacturing in the international market, it is necessary to comprehensively enhance the communication and competitiveness of Chinese brands. In response to the continuously upgrading consumer market and the increasing pursuit of quality, Xifeng Liquor actively promotes digitization and intelligence, empowering traditional brewing techniques with advanced scientific technology.
Gao Yalan, Vice General Manager of Shaanxi Group, stated that Xifeng Liquor has actively embraced technological advancements over the years to improve product flavor, break through quality limits, and strive for excellence in aroma component analysis, taste optimization, and quality assurance.
With the steadily increasing international influence, Xifeng Liquor will rely on its rich cultural resources to showcase the cultural charm and unique appeal of Chinese Baijiu to the world. (Contributed by Luo Hao, edited by Jiang Feifan with Xinhua Silk Road, 346129473@qq.com)
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