Qionglai wine history and culture

The historical and cultural background of Qionglai, formerly known as Lin Qiong, is located in the middle of Sichuan Province and southwest of Chengdu Plain, with a total area of 65,438+0,384 square kilometers.

The total population is about 650 thousand (2006). The whole city governs 18 towns and 6 townships: Linqiong Town, Yang 'an Town, Mouli Town, Sangyuan Town, pingle town Town, Jiaguan Town, Huojing Town, Shuikou Town, Guyi Town, Ranyi Town, huilong town, Gauguin Town, Qianjin Town, Gaohe Town, Lin Ji Town, Wolong Town, Tiantai Mountain Town and Baoji Town.

City * * * is located in Linqiong Town, 67 kilometers away from Chengdu. The terrain is high in the west and low in the east.

Mild climate, abundant rainfall and four distinct seasons. Annual precipitation 1 1 17.3mm, annual average temperature 16.3℃. Nanhe River, Hejiang River, Xiejiang River, Pujiang River and Yuxi River pass through the territory, belonging to the self-flowing irrigation areas of Xihe River and Nanhe River in Dujiangyan.

There are gold, copper, ferromanganese, coal, glauberite and other mineral resources, especially natural gas and oil. 108 national highway and 3 18 high-grade highway transit.

There are many cultural relics in the territory, and Qifangtang Qiongyao Site is a national key cultural relics protection unit; Wenjunjing, Wayao Ancient Post Site, Cliff Statue of Huazhi Temple, Stone Pagoda of Shita Temple, Cliff Statue of Sun Shi and Huilan Pagoda are provincial-level cultural relics protection units. There are Buddhist holy places in western Sichuan, such as Helin Temple and Zhuxi Lake, Wenjunjing, a provincial-level scenic tourist area with green pearl in western Sichuan, and Tiantai Mountain, a national forest park.

Qionglai has been a city and a county for more than 2300 years. Together with Chengdu (Yizhou), Chongqing (Bajun) and Pixian (Juancheng), it is called the four ancient cities of Bashu. This is the hometown of Zhuo Wenjun, a talented woman in the Western Han Dynasty, and the classic China love story "Phoenix Seeking Phoenix" interpreted by Zhuo Wenjun and Sima Xiangru was born here. The eternal story of "Wen Jun is a servant, like a washing vessel" adds a romantic and touching color to this land.

"The boat fights for the road, the horses and cars block the road, and the business trip collects money." Qionglai has developed industry and commerce in history.

It is the first stop of the "Southern Silk Road" and the "Ancient Tea-Horse Road" and has the reputation of "the first state in the south of abundance"; .

How long is the history of liquor production in Sichuan? The history of brewing in Sichuan can be traced back to ancient times.

Judging from the wine-making utensils and drinking utensils unearthed from Sanxingdui site in Guanghan, as early as 3000 years ago, the brewing technology of Shu people had reached a fairly high level. In Han Dynasty, Sichuan people made wine not to meet their own needs, but to become an industry. Sima Xiangru and Zhuo Wenjun opened a restaurant in Lin Qiong (now Qionglai City). The story of "Wen Jun is a servant, like a washing machine" shows that there were already retail hotels at that time.

Judging from the wine-making map on the portrait bricks in the Han Dynasty, it was already possible to make distilled liquor. The Tang and Song Dynasties witnessed unprecedented development of Sichuan wine industry, and many poets wrote poems about Sichuan wine.

For example, Du Fu's "Shu wine is invincible, river fish is beautiful"; Tao Yong's "Since I came to Chengdu to make wine, I don't want to be more Chang 'an people"; There is even "Chengdu wine can be sent to the old, but it is still Zhuo Wenjun"; Don't worry about getting drunk and opening your face by relaxing wine "; Love the cup and love Luzhou "... and other words of praise for Sichuan wine can be seen everywhere in Tang, Song, Ming and Qing poems. Many famous wines in Sichuan today can be traced back to the Tang and Song Dynasties.

For example, Jian Nanchun, the "Jiannan Burning Spring" wine in the Tang Dynasty, was listed as the national famous wine at that time by Li Zhao in Tang Shi Supplement. Another example is the litchi in Du Fu's poem "Spring wine is more important than red litchi", which is the litchi green wine produced in Yibin at that time, which is the predecessor of Wuliangye wine today.

During the Ming and Qing dynasties, the reputation of Sichuan wine has begun to spread all over the country. In addition to Chengdu, Yibin and Luzhou are two famous wine bases gradually maturing, and Mianzhu Daqu (now Jiannanchun), Luzhou Daqu (now LU ZHOU LAO JIAO CO.,LTD Co., Ltd.), Quanxing Daqu and miscellaneous grains wine (now Wuliangye) are famous all over the country. In modern times, except Luzhou and Yibin, which are called "wine cities" and "wine towns", the Minjiang River and Tuojiang River have all become liquor production lines in Sichuan, and most of the famous wines produced in Sichuan come from these two basins.

The development history of liquor in the historical process of China, liquor has been accompanied by the continuous development of literature and art, and the joys and sorrows of literati have been interpreted as a bright pearl of oriental culture.

In China people's implicit feelings, wine has always been the carrier of celebration, venting, offering sacrifices and expressing respect. Therefore, the 5,000-year-old liquor civilization has been integrated into wines of various regions, flavors and styles. It can be said that every period of liquor development contains cultural information, spreading unique national and times customs.

Liquor industry is a special industry, and the corporate culture construction of liquor enterprises must be excavated on the basis of liquor culture, so as to form a corporate culture with unique modern characteristics and compatible with historical culture, quality culture, consumption culture and management culture. Because the history of liquor development in China is engraved with clear culture and art, liquor enterprises themselves need strong corporate culture to promote it (this is the requirement of enterprise management, because corporate culture is the highest form of enterprise management).

We try to make clear the key points of liquor enterprise culture construction based on the commodity characteristics of liquor and the unique historical, cultural and social characteristics of liquor. 1. Historicity is the capital of liquor enterprise culture. Xinghua Village, Maotai, Daquan Burning House and LU ZHOU LAO JIAO CO.,LTD all have a long history. They all had relationships with special people in a specific historical period, leaving behind beautiful legends and classic wine events.

Therefore, history and culture become an important part of the regional value or brand value of liquor. All internationally renowned enterprises (including brands) have a long history-this is the basic element of a strong brand.

Therefore, in the construction of liquor enterprise culture, we must be far-sighted and constantly shape enterprises and brands with historical connotation and cultural genes; Only in this way, our liquor enterprises and brands will become more and more heavy. Of course, not all enterprises, all liquor brands have historical capital, so when they have no historical culture or the value of historical culture is not enough to support an enterprise or a brand, they should try to avoid "learning from others".

For example, a large number of famous historical and cultural wines in the liquor market are "pseudo-cultures" that apply and copy history. With the help of an allusion and a poem, they are called historical culture-in fact, historical culture is just a beautiful coat they use to deceive dealers and consumers.

The corporate culture shaped around history has a strong appeal to consumers. The success of "Fang Shuijing" is, to a great extent, the historic success of corporate culture.

Of course, the excavation and grasp of history must be carried out through systematic and meticulous planning, so that history can erupt in communication and generate great energy. Second, humanistic spirit is the essence of liquor enterprise culture. First, because liquor is an emotional commodity, it is the embodiment of exquisite life. The main body of this consumer group has profound cultural connotations, even low-end consumers have a strong admiration for culture (even illiterate villagers will sing "How to solve their worries, only Du Kang" on the wine table. )

Therefore, the corporate culture of liquor must be rich in cultural genes. Therefore, culture is the first consideration for human beings.

Secondly, the corporate culture of liquor should consider the humanization of liquor human resources. Because liquor is an exquisite consumer product, she needs to fully consider people's psychology, identity, occasions and interests.

Only in this way can the brand of liquor be as close to consumers as possible, so the corporate culture of liquor must be more humanized to attract such people. The humanization of human resources is mainly reflected in the service to sales staff, the humanistic support to dealers and network members, and the integration with the regional culture and humanistic feelings of the target market.

Thirdly, liquor technological innovation, CI design, product design and brand image design should consider consumers' adaptability, preferences and customs. Third, quality is the trademark of liquor enterprise culture. Because liquor is a luxury consumer product, the personal experience for consumers comes from excellent quality. Therefore, quality is the key point in shaping the corporate culture of liquor.

With the continuous progress of liquor-making technology, the signs of superior quality such as "ripe", "not on the head" and "dry in the mouth" have gradually become the basic requirements of liquor quality-fuller taste, more mellow taste, less harmful methanol content and more personalized liquor characteristics have become the new standards of superior quality. Consumers choose brands according to their own judgment on the quality of liquor.

Therefore, it is of great strategic significance to make quality a trademark-LU ZHOU LAO JIAO CO.,LTD Co., Ltd., Jianlanchun and other well-known liquor enterprises regard quality as their life, regard consumer's evaluation as the only standard to measure quality, innovate constantly, strive to improve product quality and enhance their core competitiveness. Due to the special situation of China market, the pursuit of quality is not only the enterprise's own technological innovation, output limitation and strict control of raw materials, but also the management of marketing quality.

For example, we are committed to the standardized management of the market, the construction of enterprise electronic information, and the crackdown on counterfeit and shoddy products-all these measures are to ensure the integrity and inviolability of quality. Fourthly, fashion is the connotation of liquor enterprise culture. What is the relationship between liquor and fashion? Many people will definitely ask such questions.

We know that liquor is not used to quench thirst, but a luxury to express feelings, express taste and decorate a better life. Therefore, we must fully study the hot events that consumers care about, understand the foundation and direction of fashion, and constantly improve our corporate strategy and brand strategy, so that they can constantly adapt to the trend and become friends around consumers. No matter whether he is happy, happy, sad or depressed, he can talk to the wine and enjoy it with it. Of course, fashion contains strong aesthetic factors-only beautiful things can arouse people's desire for enjoyment.

In view of the culture and fashion of liquor, both the CF belt, packaging materials, packaging, posters and other CI systems of liquor brands must have a sense of fashion. Only in this way can liquor have brand-new social characteristics, beautify people's lives together with fashion and food, and bring ultimate enjoyment to consumers.

Fashion is more than just.

Who knows that Wenjun Liquor originated in the Western Han Dynasty, has a long history and is well-known at home and abroad. It is an honorary product of Sichuan Wen Jun Winery Co., Ltd. Wen Jun Winery Co., Ltd., awarded as a national second-class enterprise, is located in Qionglai, a historical and cultural city known as "the first state in the world and the hometown of fine wine" (called Linqiong Town in ancient times). In the long history full of mellow flavor, Wen Jun Winery has first-class brewing and testing equipment and technology, and has trained a large number of superb technical talents and brewing experts. She is an enterprise group with import and export rights, mainly engaged in one industry and diversified operations. There are 9 large-scale mechanized koji-making and brewing workshops and auxiliary workshops, the only authorized liquor worker skill appraisal station in Chengdu, and a relatively complete ISO9000 product quality system certified by the National Fiona Fang Committee, which are distributed all over the country. The main product, Wenjun Liquor, has a long history. "Wen Jun is a servant and treats each other like a washing machine", which has been passed down from generation to generation. Facing the dawn of the new century, Sichuan Lan Jian Group and Sichuan Jiannanchun Group, two major aesthetic education investment consortia, are in charge of Wen Jun and become newcomers of the new cultural army.

Wenjun Liquor is also called Acura Daqu and Qiongzhou Maotai.

The History of Qionglai City in Sichuan According to relevant historical records, Qionglai today, in ancient times, is an ancient industrial and commercial city in central Sichuan. Qin destroyed Shu and set the county here. Gong Yuan Qionglai

In 3 1 1 BC, Zhang Ruozhu, the governor of Shu, was in Linqiong County. On Saturday, he was five feet tall. Together with Chengdu, Pixian and Baxian, it is the earliest four cities built in Sichuan. This shows the political, economic and military importance of these four places more than two thousand years ago. Lin Qiong is a gathering place for people of all ethnic groups such as Guo Qiong, immigrant countries, Yan countries, Dian countries and Shu countries. In the [Han Dynasty], it was already a place where wealthy businessmen and tycoons gathered. For example, Zhuo Wangsun, Cheng Zheng, Deng Tong and Luo Zhe not only set up industrial and mining workshops in Lin Qiong, but also sold slaves here. Its accumulation is extremely rich. Later, the Western Wei Dynasty set up Qiongzhou here, where it ruled Yongfeng Village in Mouli Town and was also the former site of Yizheng County. [Yuan Dynasty], the registered permanent residence in Lin Qiong decreased sharply, so all provinces and counties entered the state and turned to Jiading Road. In the ninth year of Hongwu in Ming Dynasty, the state was reduced to a county. In the 19th year of Ming Chenghua, Lin Qiong registered permanent residence flourished and was promoted to a state. In the second year of the Republic of China, Fuzhou was abolished and renamed Qionglai County. After the founding of New China, it still uses its name. Later, with the objective requirements of economic development, in 1994, it was approved by the State Council to withdraw the county and set up a city, which was called Qionglai City.