The stunning appearance of 24 solar terms wine： Maotai aesthetics in the change of four seasons
Everything in the story has a poetic beginning.
Just as at the opening ceremony of the Beijing Winter Olympics a year ago, a scene of 24 solar terms counted down, from "rain" to "beginning of spring", Chinese aesthetics amazed the world and left the most romantic memories of beginning of spring in countless people’s hearts.
A year later, on February 4th, in beginning of spring, Maotai people came to China Wine Culture City and Xunfeng Digital World with respect for the 24 solar terms, and released a brand-new cultural product-the Spring Series of the 24 solar terms of Kweichow Moutai, which interpreted the unique and rich "Maotai Aesthetics" in the traditional culture of China in the form of the mapping between reality and reality and the integration of numbers and reality.
As a product of Chinese farming civilization, the brewing technology of Moutai is closely related to the 24 solar terms. Starting from beginning of spring in the year of Guimao Rabbit, the twenty-four solar terms are no longer just the timely follow-up of brewing technology, but also the extension of the beauty of Maotai cultural products, making the traditional solar terms more poetic.
Taking farming civilization as the source of aesthetics, ecological civilization as the foundation of aesthetics and digital civilization as the reflection of aesthetics, a bottle of mellow wine is presented to the world in every solar term, which is the unique romantic and aesthetic expression of Maotai people.
Beauty since the season
On the evening of February 4th, on the banks of Chishui River, the spring air was dense, and even the wind was warm. The guests who participated in the activity took Chunliu into the Chinese wine culture city, and set out from "beginning of spring" to "Grain Rain" to explore the beauty of spring all the way. Through dance, folk music, food, sitcom and other forms, they experienced the taste of spring in an immersive way, and felt the cultural heritage of Maotai liquor in keeping with the weather and co-brewing between man and nature.
With Ding Xiongjun, Party Secretary and Chairman of Maotai Group, and Li Jingren, Deputy Secretary and General Manager of Maotai Group, watering Chun Lv with utensils filled with Chishui River, the "beginning of spring" of Guizhou Moutai’s 24 solar terms series products slowly rose, marking the official opening of the journey of integration of the 24 solar terms with Maotai’s craft, culture and technology.
Ding Xiongjun and Li Jingren watered Chun Lv with utensils filled with Chishui River water.
In addition to the six spring series products launched in the "beginning of spring" season, the summer, autumn and winter series of Maotai’s "24 solar terms" cultural products will be launched one after another in the corresponding season, with a total of 24 models in four series. "This is the first cultural product of Maotai that combines numbers with reality and contains unique and rich Maotai aesthetics." Ding Xiongjun said.
Twenty-four solar terms are the crystallization of the wisdom of the ancients in observing meteorology and phenology during the long agricultural activities. They are the unique scales of Chinese’s marking years, guiding people to plow in spring and harvest in summer and hide in winter, creating brilliant farming civilization, and becoming the cultural memory in the depths of the Chinese nation and the blood mark engraved in genes.
In Ding Xiongjun’s view, the production and brewing process of Maotai-flavor liquor, represented by Maotai, is closely related to the arrangement of farming time and agricultural production. Wheat is ripe, sorghum is harvested, the Dragon Boat Festival is full of songs, and the sand is lowered. It is a production cycle every year, and it is determined to pursue "co-brewing between man and nature", which shows the beauty of a Chinese farming civilization.
Ding Xiongjun delivered a speech
Behind the Maotai brand, it is inseparable from the "nourishment" of culture. In 2022, taking the 24 solar terms as the time axis, Maotai innovatively carried out a series of cultural activities such as the vernal equinox forum, the summer solstice strategy seminar day, and the small summer Maotai inheritors’ conference, deeply explored the relationship between Maotai and the traditional culture of solar terms, and injected the cultural expression of Maotai into the traditional solar terms.
"The deeper part of the solar terms culture actually determines the life state and life wisdom of every Chinese, which is closely related to our inner core values." Professor Libo, a famous cultural scholar, said at the press conference that Maotai’s deep integration of solar terms culture and wine culture is a touching practice of Maotai’s deep cultivation, dissemination of culture and pursuit of innovation. I hope that Maotai’s 24 solar terms series products can erect a cultural vane in the cultural field.
Self-balance of beauty
As we all know, "Moutai can’t be produced without Maotai Town", and the excellent ecological environment is the productivity and competitiveness on which Maotai depends for its survival and development. In the core production area of 15.03 square kilometers, "mountain, water, forest, soil, river and micro" live in harmony and develop in harmony, which has achieved the excellent quality of Moutai.
Taking ecological civilization as the aesthetic foundation, the six products of the 24 solar terms spring series of Kweichow Moutai launched this time adopt "Yingrun Green" as the main color, showing the attributes of the wood, and the two spring gods (mangs) on the bottle are integrated with the scenes in different seasons, showing the balanced beauty of harmonious coexistence between man and nature.
Li Bo explains the culture of 24 solar terms.
In terms of wine body design, after studying the phenology, climate and cultural connotation of the twenty-four solar terms, four teams, mainly senior hook masters, used innovative methods combined with solar terms for the first time to design wine body, which not only inherited the typical style of Moutai but also had the flavor characteristics of solar terms, and also conformed to the traditional taste and health preservation concept of the four seasons, forming the unique style of Maotai’s twenty-four solar terms series products.
"The traditional blending techniques of Maotai liquor are used in the Spring Series. Each product is blended with nearly 200 base wines, and the base wines produced by these six solar terms are selected for flavoring." Wang Li, deputy general manager, chief engineer and chief quality officer of Maotai Group, said that while maintaining the typical style of Moutai, the spring series products have the characteristics of fresh grain flavor, comfortable fruit flavor and pleasant grass flavor. From the traditional concept of health preservation, the spring is increasingly sour and nourishing the liver. The design team specially selected the base wine with comfortable and sour flavor to increase the aftertaste, and blended it with the typical taste characteristics of Moutai, showing the seasonal law that everything should be born with the festival and grow with the gas.
Wang Li introduces the series of 24 solar terms of Kweichow Moutai.
In the view of Maotai executives, the beauty of the series of 24 solar terms products of Kweichow Moutai comes from the beauty of the balance of traditional blending techniques, and from the beauty of the integration and balance between tradition and innovation, seasonal flavor characteristics and typical styles of Moutai in wine body design.
Let the inheritance be more traditional and the innovation be more modern.
In the past 71 years, Maotai has developed from a workshop that produced 70 tons in that year to a modern factory with an annual output of 56,000 tons. The technology of Maotai has been continuously standardized, scientific and specialized, and a technological system with 5 major construction methods, 30 working procedures and 165 technological links has been formed. It not only adheres to the typical characteristics of agricultural civilization and ecological civilization, but also insists that quality is the soul of life, which shows the modern beauty of industrial civilization.
Ding Xiongjun said that although the production and brewing process of Maotai liquor has the typical characteristics of industrial civilization, its core still lies in "harmony with heaven and earth, harmony with everything", adhering to the concept of "mountain, water, forest, soil, river and micro", and resolutely pursuing "harmonious symbiosis", which presents the beauty of an ecological civilization.
Guizhou Moutai liquor 24 solar terms spring series products
Meizi technology
In the well-built 24 solar terms cultural park of Xunjing Homestead, the sky is bright and full of moons, the stars are vast, the land is green and the water is fresh and pleasant, and it is a scene full of vitality and infinite spring.
Relying on the digital world of Xunfeng, "Maofen" and "Yunyou" from all over the country gathered in their homes, witnessing the release of the series of 24 solar terms and spring products of Kweichow Moutai and the digital collection of "beginning of spring Beauty from Nature". It is reported that this is another online and offline digital integration conference held by Maotai after Maotai Zodiac Wine in the Year of the Rabbit.
Xunjing home 24 solar terms cultural park
Since last year, Maotai has successively launched I Maotai and "Xunfeng" digital world, upgraded digital marketing, explored the digital world, and set sail for digital civilization, which opened the road of innovation for traditional enterprises to transform into digitalization. The "Twenty-four solar terms" cultural product launched in the digital world of "Xunfeng" this time is a positive attempt by Maotai to develop new products of "mapping between reality and reality and integrating numbers and reality".
As the first digital-real integration product launched by Maotai, the cultural products of Guizhou Moutai 24 solar terms series will only correspond to the "digital collection of 24 solar terms wine" brewed by "Xunyou" in the digital world of Xunfeng, and each "digital collection" is related to each bottle of 24 solar terms series cultural products through blockchain and digital fingerprint technology, which has high collection and appreciation value.
Digital Collection of "beginning of spring Mei Zi Tian Cheng"
From January 30th, Xunfeng started the beginning of spring Brewing Competition, which ended at 24: 00 on February 4th. So far, Xunfeng has prepared the digital collection and synthetic materials. Since February 5th, the wine-making experience activity has officially started, and the digital collection of beginning of spring Meizi Tiancheng can be synthesized by using the brewed base wine and synthetic materials.
It is reported that Maotai has put a total of 113,960 digital collections of "beginning of spring Mei Zi Tian Cheng" in the digital world of Xunfeng, including 32,000 500ml digital collections and 81,960 100ml digital collections, corresponding to about 24 tons of beginning of spring wine, which means 24 solar terms.
It is worth mentioning that, with the help of advanced AR technology, through the digital world of Xunfeng, beginning of spring bottle body will be scanned, and Mang, the god of Xunfeng Spring, will fly down from the bottle body to interact with you.
Maotai executives said that in every solar term in the future, the digital world of Xunfeng will organize activities according to the rhythm of wine-making competition, digital collection release and base wine/synthetic digital collection, and only by exploring, learning and brewing in the digital world of Xunfeng, can we create corresponding "digital collections" and exercise the right to purchase corresponding physical products.
"Xunfeng" is coming, and the pace of spring is approaching.
Under the guidance of the 24 solar terms, the ancient people settled down on this. They believed that as long as they planted seeds in spring and worked hard, they would reap something in autumn and usher in a bumper harvest, and their efforts would not be in vain.
Maotai, which originated from farming civilization, rooted in ecological civilization and rose from industrial civilization, has changed from tradition to modernity. Now, it is determined to pursue "I have no end" and will be rejuvenated in digital civilization.
Guizhou daily tianyan journalist
Li Xun Shen Shiwei Deng Gang
Editor Xu Siyu
Li Xun of second instance
Zhou Qing in the third trial
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