Northeast has a vast land and sparsely populated areas, fertile land, dense forests, and abundant water flow resources. There are countless treasures there.
Coal, steel, grain and wood, etc., supply the people of the whole country, and all of them also have the title of "Northern Granary".
Moreover, people in Northeast China are generous and enthusiastic and like to drink. They have had a tradition of making wine since ancient times.
The founder of the Qing Dynasty Jurchen survived in the Northeast generation. They were good at riding and shooting, and had an amazing alcohol tolerance, so they naturally had higher demand for wine.
So, at that time, large-scale production of wine occurred. After the founding of the People's Republic of China, some famous wines stood out, such as Fengcheng Laojiao , Sangou wine , Taoshan white wine, etc.
Nowadays, with the increase of alcohol products and the intensification of competition in the alcohol market, the once famous liquor has gradually disappeared, which is really regrettable!
Today we will talk about the past and present life of Taoshan Baijiu.
1 has a long history and unique craftsmanship
The Chinese nation's wine culture is quite strong. However, the degree of liquor in the past was low, and strictly speaking, it could only be regarded as m wine and rice wine. After the Yuan Dynasty, high concentration of distilled liquor gradually appeared in my country. The earliest history of Taoshan liquor can be traced back to the Liao and Jin dynasties.
According to legend, there is a white fox on Taoshan Mountain. He likes to drink. As long as he smells the aroma of the wine in the winery, he will sneak into it quietly when dusk comes, until he gets drunk. When I woke up, I unconsciously urinated in the wine jar. However, this action did not make the wine smell like urine, but instead became more mellow. Therefore, Taoshan wine has become more and more popular.
During the Qing Dynasty, Taoshan Winehouse was already one of the largest liquor production workshops in northern my country. It uses local high-quality sorghum , wheat and Taoshan clear and sweet spring water, and is accompanied by ancient brewing technology. The wine is long, full of hops and rich and mellow. I can't stop after taking a sip.
Therefore, Taoshan liquor was listed as the tribute wine of the Qing Dynasty and was also the favorite liquor for the three Mongolian kings to drink.
2 The original intention remains unchanged, reaching the peak
Because of the popularity of Taoshan liquor, it was also highly respected during the Republic of China period. Zhang Zuolin Must drink Taoshan liquor every time you drink, and often use it to reward the three armies and reward brave soldiers. Therefore, in the eyes of the people of Liaoning, Taoshan liquor is more like the private wine of the Dashan liquor, also known as "Dashan liquor".
948, the Fourth Field Army of the Chinese People's Liberation Army successfully liberated the Northeast after several years of fierce struggle. At the celebration banquet at that time, the Taoshan liquor was drunk.
949, Chairman Mao solemnly declared in Tiananmen Square : " of the People's Republic of China is established!" The majestic voice resounded inside and outside, and the whole Chinese people were in full bloom.
Then, night quietly came, and more than 600 important national leaders and other important national leaders gathered in Beijing Hotel . Taoshan Baijiu was one of the drinking wines at that time.
950, when the volunteer army that participated in the Korean War returned, at the banquet, he used this wine to reward the soldiers who returned victoriously.
In the 1960s, Liaoning Province held the first and second wine tasting meetings in succession. Because of its excellent quality, Taoshan liquor was awarded the title of "Liaoning Local Famous Wine".
Thousand years of craft inheritance, Taoshan people remain unchanged in their original aspirations, adhere to traditional brewing technology, constantly innovate, and strictly control quality. Taoshan liquor has become more and more famous, with an annual production capacity of 35,000 tons and an annual sales of more than 25 million yuan.
In 2011, Taoshan liquor brewing memory was awarded the "Liaoning Province Intangible Cultural Heritage List".
3 neglected its operations, and famous wine fell
In the 1990s, the TV network emerged, and many wineries chose to spend huge amounts of money on CCTV to invest in advertising and make big publicity.
1994, nearly a hundred companies gathered at CCTV Media Center to bid for the CCTV News Network to drink prime time advertisements between weather forecasts. Kongfu Banquet Liquor from Shandong won the title of "Banking King" that year for a price of 30.79 million.
html In the 190s, more than 30 million was a huge amount that many people could not imagine. Therefore, many people think that Kongfu Banquet was crazy and a fool in poetry. However, after the advertisement was launched, the sales of Kongfu Banquet increased instantly, and the sales of that year increased several times.
Qinchi Winery, which successfully bid, quickly turned losses into profits after launching advertisements, and its sales reached an astonishing 950 million yuan. Then it made rapid progress and was unstoppable.
However, Taoshan Liquor considers itself to be of high quality and ranks among the top wines. He has never thought of using advertising to expand his popularity and increase sales.
Just like that, I missed the prime time of publicity and was gradually swept by the overwhelming advertisements of local wines in other places, resulting in the gradual compression of the market space.
Just like that, "Biaowang" appears constantly, and the reputation of Taoshan liquor is gradually submerged in the dust and gradually becomes unknown.
In December 2020, Taoshan Winery was recognized by the state as a "Liaoning time-honored brand".
Although the wine still smells, its market share is gradually declining, which is really regrettable.
A good wine, no matter how good the quality is, if you are not good at promoting river management, it will still fall into the point where no one cares about it. Therefore, if you want to survive in a highly competitive market, it is absolutely impossible to have no "outer packaging".
