Editor's note
old brand refers to a brand with a long history, with a long history, a product, skills or services passed down from generation to generation, a distinct traditional Chinese cultural background and a profound cultural heritage of the Chinese nation, gaining widespread recognition in society, and forming a good reputation brand. Time-honored brands are not only a commercial landscape, but more importantly, a historical and traditional cultural phenomenon. The unique products, exquisite skills and business philosophy inherited by time-honored brands have immeasurable brand value, economic value and cultural value. Time-honored brands carry excellent Chinese nation culture and are the core connotation and valuable asset for carrying out business integrity and promoting commercial civilization in the new era. Among them, Chinese time-honored brands refer to the company name and product brand that has inherited and inherited the excellent cultural traditions of the Chinese nation in its long-term production and operation activities, has distinct regional cultural characteristics and historical traces, unique craftsmanship and business characteristics, and has gained wide recognition from the society and good commercial reputation. The scope of recognition of time-honored Chinese brands is: department stores, traditional Chinese medicine, catering, clothing, condiments, wine, tea, baked goods, meat products, folk crafts and other commercial and service industries.
Since the Ministry of Commerce launched the " Revitalizing Time-Home Brand Project " in 2006, the influence of time-Home Brands has been continuously improving, and a number of time-Home Brands have developed well. At present, we learned from the Municipal Bureau of Commerce that our city already has 1 Chinese time-honored brand, Jingzhi Baiqian (Jingzhi Baijiu Company); 2 time-honored brands in Shandong Province, Dongjia Orthopedics , Weifang Kite Flour ; Weifang City 3 time-honored brands, Chunkaijia (Chunkaijiao Wine Industry), Jingxiang (Jingzhi Jingxiang Food), and Zhipan roasted pork. Starting from this issue, the reporter used both news and humanistic views to tell the "time-old brands" in Anqiu City . It is not just a news report on the production and operation of enterprises, but focuses on exploring the history and inheritance of these "time-old brands", adherence to and innovation, originality and leadership, characteristics and representation, economic value and brand value and humanistic value.
One place of water and soil nourishes people. The high quality of Jingzhi wine comes from the unique water and soil and craftsmanship of Jingzhi . According to the old people's recollections, from the mid-Qing Dynasty to the early years of the Republic of China, there were more people who broke through to in Guandong, and Jingzhi Soup was also brought to the Northeast and was very popular. So in the early stage of liberation, the locals in Jingzhi organized a winemaking team of more than 20 people to go to the Northeast to go to the souvenir. The same technicians and the same technology could not make the same flavor of Jingzhi wine. As a result, they failed and wasted a lot of human, financial and material resources. Since then, no one has taken this risk again.
The production and brewing of Jingzhi wine in the Northeast will show the phenomenon of "not adapting to the local environment", reflecting that Jingzhi wine is a typical "regional resource-based" product, and Jingzhi wine is infinitely attached to Jingzhi's local environment. The ancient town of Jingzhi is bordered by Weishui in the east, Wushui in the west, and Xiashan Reservoir in the north. It is located in a warm temperate humid monsoon area. It is an average altitude of 42m in the area, an average annual precipitation of 711ml, an average annual temperature of 21℃, a gentle climate, distinct seasons, beautiful mountains and rivers, lush forests and abundant sunshine. It is suitable for the growth and reproduction of a variety of microorganisms, which has become an important factor in the formation of the unique style of Jingzhi wine. Due to the unique basic conditions of geology, soil, water quality, crops and unique climate of Jingzhi Town , it has a huge impact on the taste and style of Jingzhi wine. This is just like only Maotai Town can produce authentic Maotai liquor . Jingzhi wine is good, and Jingzhi is good.
With the water and soil suitable for brewing wine, we must also have the winemaking ingenuity that is suitable for using this water and soil to brew fine wine. Jingzhi wine has been passed down from thousands of years, and the magical work of the world has been passed down from generation to generation -
The process of Jingzhi wine production mainly includes the following links: sorghum and wheat tulips → crushing → taking the wine mash → mixing → moistening → steaming → distilling and solidification → grading → adding slurry → discharge → adding tulips → mixing well → entering the pool or urn → smoothing the material surface → sealing the cellar → stepping on the cellar → opening the cellar. Jingzhi High Fever produced using this traditional craft has been named "Jingzhi Baijian" since 1951. Its craft is the first batch of intangible cultural heritage in Shandong Province .The specific requirements throughout it are derived from the "seven musts" based on the "six musts" of " Rites ". The key points are: First, local black-caly green sorghum is used to make wine, with full grains and high keratin rate, which is "grain must be refined". Second, Jingzhi flows together with three rivers and is rich in quality underground water. There is a saying that "Jingzhi water contains three parts of wine", which means that "water must be sweet." The third is to make medium-warming qu in summer, called Fuqu. The surface of the qu is wrapped with semi-dry and soft sap leaves. The section of the qu is filled with fire circles and three circles, which is a good qu. Store this qu for more than half a year, cut into pieces first, and then grind it in the sun and night, then use it carefully. This is called "the qu must be preserved". Fourth, the old five steamer technology is used to ferment in the soil pond in winter, and ferment in large urns after Grain Rain . The shape and usage of this urn have a clear inheritance relationship with the pottery jar in the Dawenkou culture. Some winemaking skills are passed down from family and some are taught by masters. The requirements are very strict, which is to "work must be meticulous". These "four musts", coupled with "the instrument must be clean", "storage must be long", and "manage must be strict", forming the "seven musts" elements that Jingzhi wine brewing process must strictly follow. These not only reflect the inheritance of the long history of winemaking, but also show the development that keeps pace with the times, forming the Jingjiu winemaking craftsmanship that has local characteristics and absorbs the strengths of many families.
Jingzhi liquor traditional brewing skills are taught by masters and apprentices or word-of-mouth. Even in today's scientific and technological development, the mixing and taste of wine are mainly achieved by people's eyes, noses, and mouth-of-mouth. This is also the magical skill of brewing masters of all dynasties. They are spreading, scattering, touching, and foot-testing to determine temperature and moisture, judging the degree of wine, picking wine with flowers, judging the quality of wine, judging the yield and taste of yellow water, etc. These special skills are all based on the long-term oral teaching of masters and apprentices and the continuous accumulation of experience, rather than being described in qualitative or quantitative language. The so-called meaning but not being conveyed. It has been used throughout the ages to this day, and its existence itself shows the scientific rationality of the skills. If the craftsmanship is good, someone must follow and carry forward it. This is craftsmanship, this is the magical work of the world.
It is precisely because of its craftsmanship that Jingzhi Wine has the exquisite and outstanding "intoxicating world work" and has been passed down from generation to generation. The wine produced is particularly mellow and fragrant, with glory for thousands of years and has been widely circulated in the region.
is also because of its ingenuity and pursuit of excellence. Therefore, Jingjiu people, on the basis of inheriting the essence of ancient art, insist on scientific and technological innovation and improving traditional brewing technology. In 1957, the first discovery of the "sesame fragrance" gene in Jingzhi liquor was made in 1957. On the basis of the once-in-a-half-year opportunity, the "sesame fragrance" gene was first discovered in Jingzhi liquor, and after half a century of difficult exploration, they finally developed sesame fragrance-shaped liquor, ending the history of representatives of Shandong liquor without fragrance, becoming an iconic brand leading Shandong liquor into the country. They were rated as "excellent contribution to China's liquor industry" by the China Brewing Industry Association.
As a "time-old Chinese brand", Jingzhi Baiqian carries the ancient history of Jingzhi and the magical craftsmanship of generations of Jingzhi winemakers. It is moving forward with a high glory and mellow all the way.
Now, as Jingzhi Liquor, which has a historical background of 5,000 years of winemaking and a cultural heritage of 5,000 years, has developed into a national key brewing backbone enterprise, a sesame-flavored liquor pioneer enterprise, and a national standard setter for sesame-flavored liquor. Shandong's only selected as a CCTV " major brand " liquor enterprise. It has successively won heavyweight honors such as National Quality Award, Governor Quality Award, National Intangible Cultural Heritage, and National Industrial Heritage, becoming a leading enterprise in Shandong liquor.
hope that both Jingjiu people and all Anqiu people will continue to inherit and protect Jingjiu, jointly protect Jingjiu, protect its breadth and warmth, protect its thickness and vitality, live up to the thousands of years that Jingjiu has been passed down from generation to generation, live up to the fertile field in the middle and lower reaches of the ancient waters that have been soaked by Jingjiu for thousands of years, live up to the magnificent mountains and rivers of Anqiu that have been nurtured by Jingjiu and have been soaked by Jingjiu for thousands of years, and live up to the magnificent mountains and rivers of Anqiu today, against the backdrop of Jingjiu, the oldest economic and cultural dual business card of Anqiu.
Reporter: Wang Xiwen
