Once a Jilin wine lover accidentally shared a Jilin wine with me. I didn’t know much about this wine at the time, but its taste deeply attracted me, so I traveled all the way to Jilin to learn more about the background and development history of this wine.
I am more curious about this wine. Why are so few good wines like this known across the country? After investigating this fine wine, I discovered that it had its moment of glory, when it was still a household name. Then it fell silent for a while, and now it seems to be resurrected and making a comeback.
Historical Famous Wine Yushu Qian
When New China was founded, many factories began to resume production, and the same was true for the liquor industry. The wineries that had stopped production due to the war all rebuilt their wineries. It was at this time that Yushu Qian was slowly established.
In fact, Yushu Qian Liquor has a long history. To delve deeper, its brewing history can be traced back to the Qing Dynasty , which has a brewing history of more than 200 years.
During the Republic of China, the wine was suspended for a period of time due to the war. Later, the war ended. In order to revitalize the local wine industry, more than a dozen wineries in the county combined to form a winery called "Juchenfa". The winery inherited the ancient winemaking process and later changed its name to "Yushu County Winery."
Glory Period Well-known to all
In the 1980s, the liquor industry ushered in the golden age of development. After 30 years of hard work, Yushu Qian finally made its mark. In the following years of development, its reputation became more and more popular, and it was rated as a famous liquor of Jilin Province many times.
The most glorious period of Yushu Qian was in the 1990s. At that time, people's living standards were significantly improved. At that time, Yushu Qian was also very famous. Therefore, many people would bring this wine whether they were entertaining guests or visiting relatives and friends. Even outsiders had heard of it.
encountered a crisis and hit the bottom
Time moved to the late 1990s. Sichuan-Gui liquor, Shandong liquor, and Jianghuai liquor developed rapidly. With the emergence of television, people became aware of more liquors on TV. After a large number of foreign liquors entered the Jilin market, many people were attracted by these liquors. They lost interest in the Yushu Qianjiu that they had drank for decades, and started to choose various foreign liquors.
Yushu Qian Liquor began to decline at this time. Although it did not go bankrupt, its sales dropped again and again, and it soon faced a financial crisis. In order to gain a foothold in the liquor market, the winery began to look for partners, and finally Jinliufu acquired it.
reborn from the ashes and made a comeback
The addition of Jinliufu undoubtedly solved the financial crisis for Yushu Qian Wine. Later, with the help of advertising promotion, this wine re-entered the public's vision.
Now Yushu Qian is constantly innovating, not only improving the taste of the wine, but also flexing its muscles in packaging. The winery has also repositioned the wine, and now sales have begun to increase.
In fact, in the development process of liquor in our country, many liquors are even worse than Yushu Qianjiu. Not only have they fallen into decline, but they have even disappeared in the long river of history.
The revival of Yushu Qian Liquor also allows us to see a new path for the development of liquor, which is to promote more and let more people see ourselves, so that we can get out of the "comfort zone".
Many liquors are lost in publicity. This is the case with Guizhou's Yuande imitation Taiwan liquor. It comes from the core production area of sauce in the country and comes from the same place as Moutai. However, it is not as famous as Moutai. To put it bluntly, it lacks historical and cultural heritage and is not well publicized.
Yuande Imitation Liquor follows the 12987 process of Moutai, and selects the red tasseled glutinous sorghum from Moutai Town as the raw material for making wine. After the wine is stored in the cellar for 7 years, it is taken out and carefully blended. After the wines of different flavors, different degrees, and different years are blended by professional bartenders, the acid ester substances between the wine and the water reach a balanced state.
Because it has the typical " Maoxiang " flavor, it tastes close to Moutai, so it is called "Little Moutai". The wine is sweet, delicate and mellow, and has a long-lasting aroma after drinking.
That’s it for today’s sharing. What do you think of the revival of Yushu Money? Do you think it can return to its prime?
