---
title: "2024 'Jinsha Red' IP Event Successfully Held, Innovating Development through 'Wine-Tourism Integration'"
description: "On September 7, the '2024 Guizhou Wine-Tourism Integration Development Summit Forum and Golden Fans Carnival' was held at Jinsha Distillery. The event, themed 'Jinsha Red - Wine-Tourism Integration, Moving Forward with Innovation,' attracted over 400 guests. New Distribution, as a professional FMCG media platform in China, was invited to participate throughout the 'Jinsha Red' brand IP series activities."
author: "New Distribution"
publisher: "New Distribution"
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published: "2024-09-09"
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---

# 2024 'Jinsha Red' IP Event Successfully Held, Innovating Development through 'Wine-Tourism Integration'

> On September 7, the '2024 Guizhou Wine-Tourism Integration Development Summit Forum and Golden Fans Carnival' was held at Jinsha Distillery. The event, themed 'Jinsha Red - Wine-Tourism Integration, Moving Forward with Innovation,' attracted over 400 guests. New Distribution, as a professional FMCG media platform in China, was invited to participate throughout the 'Jinsha Red' brand IP series activities.

On September 7, the '2024 Guizhou Wine-Tourism Integration Development Summit Forum and Golden Fans Carnival' was held at Jinsha Distillery.
The event was themed **'Jinsha Red - Wine-Tourism Integration, Moving Forward with Innovation'**, and was attended by over 400 guests, including government leaders, liquor industry associations, channel partners, industry representatives, and multiple media outlets.
New Distribution, as a professional FMCG media platform in China, was also invited to participate throughout the 'Jinsha Red' brand IP series activities.
**'Jinsha Red' Brand IP Event**
**Influence Continues to Rise**
As is well known, in the production of sauce-flavor baijiu, high-quality sorghum is the most important raw material and one of the decisive factors for product quality. Hongyingzi waxy sorghum is the highest-quality sorghum variety for brewing sauce-flavor baijiu, and Jinsha County is one of the original production areas of Hongyingzi waxy sorghum.
**'Jinsha Red' is a brand IP event founded by Jinsha Distillery in 2021, and this year marks its fourth consecutive edition.** With the comprehensive empowerment of China Resources Beer, the 'Jinsha Red' event has continuously enriched the cultural and quality connotations of the harvest, showcasing many highlights and steadily increasing its industry influence.
'Jinsha Red' is not just about sharing the joy of a bountiful sorghum harvest; it also establishes a concrete and intuitive quality benchmark for the entire industry, leading a new trend in the liquor industry's development.
The event featured a grain sacrifice ceremony and a sealing ceremony, paying tribute to the ancestors of brewing and inheriting traditional culture. It also innovatively created activities such as the Golden Fans Garden Party and the Golden Fans Carnival, enhancing consumer participation and experience, making 'Jinsha Red' a new engine connecting with consumers.
He Yong, Secretary-General of the China Alcoholic Drinks Association, highly praised the 'Jinsha Red' IP, stating, **'Jinsha Distillery is one of the few baijiu enterprises in the industry to build its own sorghum base. Since China Resources Beer took over, Jinsha Distillery has welcomed a development opportunity.'**
**Under the Empowerment of China Resources Beer**
**Jinsha Distillery Takes Multiple Measures to Build an Industry Model**
In recent years, Guizhou Province has been fully promoting the wine-tourism integration development strategy. As one of the leading brands in Guizhou's sauce-flavor liquor industry, Jinsha Distillery actively responds to the government's call and deeply explores the integration potential of sauce-flavor liquor culture and tourism resources.
Wei Qiang, Vice President of China Resources Beer (Holdings) Co., Ltd., General Manager of China Resources Beer, and Chairman of Jinsha Distillery, said: 'Wine-tourism integration is a new trend for the future development of Chinese sauce-flavor liquor enterprises and an important path for their long-term growth.'
In his view, Jinsha Distillery's inclusion of wine-tourism integration in its future development strategy is timely and appropriate. **Jinsha Distillery is taking concrete actions to practice industrial innovation and upgrading, injecting new vitality and highlights into Guizhou's sauce-flavor liquor industry.**
With China Resources Beer officially taking over Jinsha Distillery in January 2023, this strategic cooperation has yielded fruitful results this year.
With the full empowerment of China Resources Beer, Jinsha Distillery has utilized the natural resources, brewing heritage, and distinctive culture of Jinsha County to build the Sauce-Flavor Liquor Culture Museum and the Jinsha Distillery Exhibition Hall. A ribbon-cutting ceremony was held at the event, announcing the official opening of the two venues.
**This marks a solid step for Jinsha Distillery on the path of wine-tourism integration, providing consumers with a window to deeply understand Guizhou's sauce-flavor liquor culture.**
Meanwhile, New Distribution learned that Jinsha Distillery, in order to actively promote the vigorous development of wine-tourism integration, will make comprehensive efforts in four dimensions: strengthening cultural construction, hardware construction, innovative marketing and promotion, and building regional synergy, aiming to create a new model of wine-tourism integration in Guizhou.
Fan Shikai, Vice President of China Resources Beer (Holdings) Co., Ltd. and General Manager of Jinsha Distillery, said: 'With the empowerment of China Resources Beer, Jinsha Distillery will be based in Jinsha, connect with Bijie, and radiate across the province, jointly promoting the development of Guizhou's wine-tourism integration industry through resource integration and advantage sharing.'
Of course, Jinsha Distillery has also demonstrated many significant advantages on the path of wine-tourism integration development:
First, Jinsha Distillery is located in the upper reaches of the Chishui River, which is not only the birthplace of Chinese sauce-flavor liquor but also an important hometown of poetry, with rich historical heritage and tourism resources.
Second, as a representative sauce-flavor liquor enterprise in the Jinsha County production area, Jinsha Distillery leverages the advantages of the original and main production area of sauce-flavor liquor, becoming a backbone force in the mainstream camp of Guizhou sauce-flavor liquor.
**Fulfilling Social Responsibility**
**Jinsha Distillery Keeps Moving Forward**
On the path of continuously fulfilling corporate social responsibility and actively performing social obligations, Jinsha Distillery has been steadily advancing.
In April this year, Jinsha Distillery cooperated with Jinsha County Guangming Grain and Oil Reserve Management Co., Ltd. to build a **10,000-mu Hongyingzi waxy sorghum demonstration base.**
Hou Xiaohai, Chairman of the Board of China Resources Beer (Holdings) Co., Ltd., also stated that as the first workshop of sauce-flavor liquor production, the sorghum base will always be committed to strengthening strict control of high-quality raw materials, laying a solid foundation for brewing more outstanding sauce-flavor liquor.
This initiative undoubtedly achieves a seamless connection from the field to the production workshop, ensuring the quality of raw materials for Jinsha Distillery while promoting agricultural efficiency, increasing farmers' income, and driving the vigorous development of rural revitalization.
This year, with the grand holding of the 'Jinsha Red' Red Sorghum Festival, the Golden Silkworm Fund project, jointly initiated by Jinsha Distillery and the Guizhou Provincial Disabled Persons' Welfare Foundation, was officially launched, comprehensively supporting the employment of disabled people.
This project not only provides substantial help and support to the disabled community but also conveys warmth and hope to society, demonstrating Jinsha Distillery's responsibility and sentiment as a national brand.
**The successful holding of the '2024 Guizhou Wine-Tourism Integration Development Summit Forum and Golden Fans Carnival' marks that Jinsha Distillery, empowered by China Resources Beer, is continuously exploring new paths of wine-tourism integration and rural revitalization on the road of the 'new world of baijiu', embarking on a new journey with a fresh outlook!**


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