" The blood vessels are ringing, the sound of horse hooves, the hoofs are in the eyes. When barley wine is in my heart and sings, the world is in my hands..."
Whenever this song " Kangba Man " sounds in my ears, it will bring people to the passionate and unrestrained Inner Mongolia prairie.
Mongol 's free and easy and heroic spirit is simply engraved in my bones. They are hospitality and are also famous for their love for drinking. Every bowl of wine is accompanied by " Hada ", and every bowl of wine has singing and laughter. After a bowl of wine, it seemed as if the sound of horse hooves were heard in the blood vessels.
Such a Mongolian who can drink alcohol naturally brewed a lot of wine. But what makes Mongolians look very shameful is that today's Mongolian wine has few brands with high popularity. Could it be that the Mongolians can’t make good wine?
In fact, there are many fine wines in Mongolia, including the domineering " Mongolian King ", the enthusiastic " boring donkey ", the free and easy " Golden Camel "...
However, the liquor market is turbulent, and the former "overlords" of the grassland no longer have their former fame. Among them, the most regrettable situation is " Saibei Moutai " Ningcheng Laojiao .
Birth
Birthplace of Ningcheng Laojiao Balihan Town, Ningcheng County, Inner Mongolia , as early as Liao Dynasty was the hometown of fine wine. The local environment here is very advantageous. It is adjacent to the Hot Water Spring in the south and facing the famous " Daming Pagoda " in the east.
is surrounded by mountains, with a pleasant climate and lush water and grass. It is an excellent place for brewing wine. At that time, there were many large wineries here, and the predecessor of Ningcheng Laojiao was the "Longshengquan" winery inherited from the Liao Dynasty.
xingsheng
1978, Ningcheng Laojiao was born and won many heavyweight awards at home and abroad as soon as it was released: five high-quality products in Inner Mongolia from 1979 to 1988, the 1984 Young Industry Ministry of Liquor Quality Competition Gold Cup Award, and in 1987, the reputation of "Saibei Moutai".
and it does not disappoint this reputation. At the Tokyo International Food Expo in Japan in 1992, it won the gold medal in the same level as Kweichow Moutai , which shows its strong strength. Ningcheng Laojiao has also quickly moved across the country and become popular all over the country.
It is unique in brewing technology. It uses high-quality sorghum as raw materials, supplemented by multiple raw fragrance yeast and Hanoi Baiqu, which attracts many natural spring water as brewing water, and is fermented by artificial old cellars and carefully brewed.
Its body is like crystal, with a rich cellar aroma, sweet and refreshing, and a long aftertaste.
decline
However, after entering the 21st century, Ningcheng Laojiao failed to retain the glory of the 1980s and 1990s, and quickly declined into a regional brand without fame.
and in 2005, it was acquired by Beijing Shunxin Agricultural Institute, the owner of the Erguotou brand of "Niolanshan", and has not been able to get out of the grassland for many years.
I have consulted several experts in the liquor circle for this, and then I understand that the reason why it has this situation today is that in addition to publicity and management issues, the most important thing is that it is too " greedy ":
As a company that has grown and grown by brewing, it does not stick to its product line, improves quality, and innovates. Instead, it "does not do its job properly" and launched "diversified development".
Almond Dew , beverages, wine, beer, nourishing wine, mineral water, old vinegar... These are actually the product fields it is involved in, and it has turned a high-quality liquor company into a "grocery shop".
You should know that the "Apple " was once on the verge of bankruptcy because of its products too many and too complicated. It can be seen that sticking to the main business and continuously improving the quality of wine is the bottom line.
Big brands will not be able to escape the fate of decline without this "original intention". On the contrary, even small brands can make a counterattack if they can persist in quality.
For example, in Maotai Town , there is a Mutai Houdao Liquor factory called "Little Moutai". It has developed very well in the past two years.
It was developed on the basis of a winemaking workshop that has been passed down for many years. The brewer is quite famous and is the national wine taster Feng Xiaoning .
Feng Xiaoning was also one of the early backbone members of Moutai Distillery , so she knew the brewing process of Moutai wine . Under her transformation, the original winemaking workshop quickly developed into a small local winery.
Mutai Houdao wine , the raw materials and water sources are the same as Maotai wine. It also reproduces the craftsmanship essence of Moutai Liquor
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