On December 18, at the 22nd Wuliangye 1218 Joint Consultation, Co-construction and Sharing Conference, Wuliangye’s ultra-high-end concept product—“501 Wuliangye” was officially unveiled.

On December 18, at the 22nd Wuliangye 1218 Consultation, Co-construction and Sharing Conference, Wuliangye’s ultra-high-end concept product—“501 Wuliangye” was officially unveiled.

The picture shows Wuliangye’s high-end new product “501 Wuliangye”

It is understood that “501 Wuliangye” comes from Wuliangye’s first workshop—Workshop 501. This "Ming and Qing Ancient Cellar Community" composed of 156 ancient cellars represented by "Changfasheng" and "Lichuanyong" is collectively called Wuliangye 501 Workshop. Here is the "live cellar" with the most complete storage of the cellar structure, the most continuous inheritance of the ancient winemaking techniques, and the longest uninterrupted use time. Among them, the ancient Ming Dynasty cellars 650 years ago are extremely precious resources in Wuliangye and even the national liquor industry, and are the oldest cellars in China. In 2005, Wuliangye's Ming Dynasty Laojiao Mud was permanently collected by the National Museum.

The picture shows the release site

As we all know, liquor brewing pays attention to "a thousand-year-old cellar, ten thousand-year-old terrible, and the good wine must be old." The quality of the cellar directly determines the quality of the liquor. It must not only be "old", but also be "continuously used" and has good functions. According to Zhao Dong, a Chinese brewing master and deputy general manager of Wuliangye Co., Ltd., the 501 workshop’s ancient cellar group in Ming Dynasty, as the earliest existing fermentation cellar in China, witnessed and experienced the origin and development of Chinese liquor. Using cutting-edge biomolecular science to sequence the ancient cellar mud , it was found that the ancient cellular mud contains tens of thousands of microorganisms with scientific proportions and structures, producing a very unique cellar fragrance. The more fragrant substances deposited, the more fragrant the wine it brews, the more fragrant it is.

It is understood that "501 Wuliangye" has made "three restrictions", namely, limited 501 workshop, limited cellar, and limited craftsmen. Each drop of "501 Wuliangye" comes from the oldest cellar group in the 501 workshop. These cellars have been used since the early 5th year of the Ming Dynasty and have never stopped for 650 years. The extremely scarce and highest quality part is selected from the wine brewed from these cellars to make "501 Wuliangye". The brewer who brews "501 Wuliangye" has at least 30 years of experience in brewing. "They have trained a group of excellent winemakers. No one is more familiar with Wuliangye's brewing skills than them, and no one knows the temperament of these hundreds of ancient cellars better than them, so they can truly dig out the infinite treasures of these ancient cellars." Zhao Dong said.

In terms of packaging and wine body, "501 Wuliangye" is a strategic ultra-high-end product of Wuliangye. Its packaging design not only has the core elements of Wuliangye, but also shows the power of 650 years. It is understood that its product design has been polished countless times, and 1,500 people participated in the wine body evaluation and testing before it finally took shape.

"501 Wuliangye" wine box is based on the ancient door in the Ming Dynasty style as the prototype. The key is door hairpin . Take off the key and open an ancient door of the Ming Dynasty, which is also the door to the 501 workshop. Open the door and take out the product. The bottom of the box is the shape of Mingchi. The entire product packaging design perfectly echoes the concept and name of the product. After opening it, the inside of the box presents a screen of Ming Dynasty painter Chen Hongshou Mobao. The bottle inherits Wuliangye's classic "drum bottle", which is very brand style and recognition, and this is what the world first saw when it met Wuliangye. As for every detail, it has been carefully designed, and every element used presents the memory of the Ming Dynasty.

"The bottle cap uses Wanli colors, and the sea water and river cliff pattern on the neck of the bottle is the classic Ming Dynasty yellow robe hem. It is another Ming Dynasty wine vessel, as if traveling 650 years ago, opening up a history of more than 650 years. I believe that '501 Wuliangye' will also create an era, and I hope it will wear the crown of China's super high-end liquor." Zhao Dong said.

Wuliangye Group Party Secretary and Chairman Li Shuguang said that the concept version of high-end products launched this time are limited to the ancient cellar brewing in the Wuliangye 501 workshop in the Ming Dynasty. This will further enhance Wuliangye's high-end market position and demonstrate Wuliangye's high-end brand value.

It is understood that at the 21st Wuliangye 1218 Consultation, Co-construction and Sharing Conference last year, Li Shuguang proposed Wuliangye’s “1+3” product strategy for the first time around the brand innovation strategy. Among them, "1" refers to striving to make the core product 52-degree new product Wuliangye, strengthening the status of the new product Wuliangye as a classic single product."3" refers to three dimensions of the extension of the core product system of Wuliangye brand: creating a unique, scarce and personalized high-end Wuliangye series, creating a younger, fashionable and low-end Wuliangye series, and creating an international version of Wuliangye series. Subsequently, Wuliangye continued to promote the sorting of product structure and released a number of new products around the "1+3" strategy. The major launch of "501·Wuliangye" sounded the charge for Wuliangye to enter into scarce and super high-end products and return to brand value.