The 110th National Sugar and Wine Fair was upgraded to the "Spring Sugar Festival," opening in March across 14 districts and counties in Chengdu, offering a brand-new exhibition experience for all sectors of society.

With comprehensive empowerment from China Resources Beer, Jinsha Distillery navigated through 2023 with a focus on "consolidating foundations and building momentum," and in 2024, it is concentrating on "comprehensive upgrades and key breakthroughs." The company made a stunning appearance at the Spring Sugar Fair with its new product series, presenting brand charm and development achievements through brand exhibitions and themed events. It participated deeply in this year's Spring Sugar Festival through "one city, two exhibitions" and "three major forum activities," and held a strategic meeting of its expert think tank to share practical experiences in exploring the new world of baijiu, discussing industry frontier trends with all sectors, and contributing fresh development perspectives and paths for China's baijiu industry, winning widespread attention and high praise from the industry and market.

One City, Two Exhibitions

Jinsha Distillery's New Product Matrix Debuts at Spring Sugar

In January 2024, Jinsha Distillery held a brand renewal strategy conference, refreshing the "Zhaiyao + Jinsha" dual-brand and constructing a new product matrix, laying a solid foundation for accelerated development in 2024. This Spring Sugar Fair marked Jinsha Distillery's first comprehensive appearance after the strategy conference.

Jinsha Distillery set up "one city, two exhibitions" at the Chengdu Shiwaitaoyuan Hotel and Hall 5 of the Chengdu Century City Convention and Exhibition Center, presenting its "Zhaiyao + Jinsha Huisha" dual-brand products. The third-generation Zhaiyao Premium Edition, Zhaiyao Poetry and Wine Series, Jinsha Huisha Wine Series, and Guangping Wine Series comprehensively showcased the quality charm of Jinsha sauce-flavored baijiu from brand culture, design aesthetics, and innovative flavors, telling the story of Jinsha Distillery's "mellow and soft sauce aroma" historical heritage and cultural connotation. They attracted great attention from merchants, with both exhibition sites bustling and distributors inquiring endlessly.

In addition to traditional baijiu distributors, the launch of Jinsha Xiaojiang also attracted many retail and catering channels, who believe that the high-appearance, high-quality Jinsha Xiaojiang has the opportunity to fill the gap of a representative brand in the 50-100 yuan price band for bottled sauce-flavored baijiu in traditional circulation channels.

Many distributors stated that Jinsha Distillery's new products meet the quality demands emerging in the current sauce-flavored baijiu consumption, comprehensively covering quality-conscious and younger groups, with a particular emphasis on cultural expression, giving them a significant competitive advantage.

Jinsha Distillery's products not only received great attention from distributors but also gained industry recognition for their excellent product quality and innovative product expression, winning multiple awards. Among them, Zhaiyao Wine won the "Pioneer Product Award" and the "2023 Annual Excellent Quality Sauce-Flavored Baijiu," while Jinsha Huisha Wine·Jinsha Classic was selected for the 2024 "China Baijiu Industry Huaxia Award" and was named the "Most Aromatic Innovation Brand Award." This is recognition from the industry for Jinsha Distillery's commitment to brand building and craftsmanship, and also praise for its adherence to high-quality development.

Through the one-city, two-exhibition approach, Jinsha Distillery built a three-dimensional display stage for its full product matrix, conveying confidence in accelerated development to distributors, while also sending a signal of strength to the consumer market, highlighting the strong development momentum of the enterprise and brand.

Three Major Themed Activities

Jinsha Distillery Creates a New World of Mellow and Soft Sauce Aroma

As a firm explorer of the new world of baijiu, during the Spring Sugar Fair, Jinsha Distillery showcased through three activities that "mellow and soft sauce aroma" is one of its clear brand development strategies.

On March 14, at the 9th China FMCG Innovation Conference and Zhaiyao Night, Fan Shikai, Vice President of China Resources Beer (Holdings) Co., Ltd. and General Manager of Jinsha Distillery, systematically elaborated on the three major development advantages of Jinsha Distillery in creating a new world of mellow and soft sauce aroma.

In his view, Jinsha Distillery is located in the upper reaches of the Chishui River, occupying a natural high ground; it has a profound heritage for sustainable development, possessing an industrial high ground; and it has a good market foundation, with a brand high ground. Currently, led by Zhaiyao Wine, Jinsha Distillery has a solid market foundation and strong brand influence.

On March 15, Jinsha Distillery held the Hundred Merchants Alliance Spring Forum and New Product Promotion Conference, where Fan Shikai appeared to promote new products, bringing a new product matrix centered on the innovative flavor of "mellow and soft sauce aroma," with a richer product line to fully cover market segments, aligning with the overall trend of sauce-flavored baijiu consumption shifting to enjoyment.

Fan Shikai stated that Jinsha Distillery highly recognizes the Hundred Merchants Alliance's initiatives to assist the relationship between distilleries and distributors. By participating in the Hundred Merchants Alliance Forum, they hope to join forces with major merchants to jointly create a "new pattern of unity between manufacturers and distributors, creating a shared future," building a high-quality win-win relationship in the baijiu industry, which resonated widely with distributors at the scene.

On March 20, Jinsha Distillery attended the 2024 Selection of Vintage Fine Wines, jointly appreciating three vintage wines: Zhaiyao Wine·Real Vintage 15 Years, Jinsha Huisha Wine·Real Vintage 8 Years, and Jinsha Huisha Wine·Real Vintage 6 Years. Thanks to its strong old wine reserves and base wine production capacity, Jinsha Distillery is one of the first baijiu brands to pass the vintage wine certification of the China Alcoholic Drinks Association.

Fan Shikai mentioned that vintage wine is an important part of quality expression in the new world of baijiu and a key link in showcasing the charm of "mellow and soft sauce aroma." The core competitive advantages of Jinsha Distillery's vintage wine series lie in "one excellent, two strong, three true": excellent flavor, strong production area, strong brand, true brewing, true old wine, and true vintage. In the future, Jinsha Distillery will continue to deepen the core symbol of "true quality" in vintage wine, refine premium vintage wine products, and continuously unleash the brand value potential of vintage wine.

Holding Expert Think Tank Strategic Meeting

Jinsha Distillery Explores New Paths for Industry Development

On March 16, Jinsha Distillery held its first brand expert think tank strategic symposium. Hou Xiaohai, Chairman of the Board of China Resources Beer (Holdings) Co., Ltd., and Wei Qiang, Vice President of China Resources Beer (Holdings) Co., Ltd., General Manager of China Resources Wine, and Chairman of Jinsha Distillery, attended the symposium.

At the symposium, experts including Qu Tu, Wang Chaocheng, Lü Yunhuai, Wang Saishi, Xu Yan, and Wu Tianxiang offered suggestions, conducting in-depth discussions on Jinsha Distillery's quality system construction, brand culture exploration, and market operation system. While giving high praise, they also advanced research on multiple topics in an orderly manner, achieving several phased results and entering the operational experiment stage. This is a concrete practice of China Resources Wine's promotion of the "exploring the new world of baijiu" theory, and also a new exploration by Jinsha Distillery to build a learning organization in the baijiu sector and empower the development of Guizhou's baijiu industry with professional strength.

Three Core Principles

Jinsha Distillery Clarifies the Logic of High-Quality Development

In the past 2023, with comprehensive empowerment from China Resources Wine, Jinsha Distillery completed organizational reform, management efficiency improvement, strategic upgrade, and product renewal internally; externally, the effects of "reducing inventory and stabilizing prices" were significant, ensuring a light start and full-speed running in 2024. Based on clearer cognition and practical experience in exploring the new world of baijiu, Jinsha Distillery has clarified three basic logics for high-quality development.

Build a national brand. Regarding national brand building, Fan Shikai stated that based on the three advantages of location, industry, and cultural heritage, Jinsha Distillery will shoulder the responsibility of building a national brand. In the process of committing to high-quality development, the goal is to become a resounding national brand card, facing the world and the future.

Emphasize quality construction. In the future, Jinsha Distillery will strengthen its adherence to pure grain solid-state fermentation and traditional sauce-flavored brewing, deepening the combination of traditional craftsmanship inheritance and new technology application to build quality projects.

Create a business ecosystem. Jinsha Distillery will focus on clearing commercial inventory, reducing distributor pressure, and maintaining the market environment. On the basis of the new strategic upgrade, it will manage the transition between old and new products while providing training on product marketing models, comprehensively empowering distributors, and achieving organizational structure upgrades and marketing capability improvements from top to bottom and point to area.

From products and brand to development strategy and industry thinking, Jinsha Distillery's outstanding performance at the Spring Sugar Fair showcased its significant achievements in enhancing brand value and market influence, and highlighted the strong brand development momentum for high-quality development under the comprehensive empowerment of China Resources Wine. It is steadily realizing the development goal of "building a leading national head sauce-flavored baijiu enterprise." The future of Jinsha Distillery is promising!