---
title: "Can Xinyang Maojian Tolerate金星 Beer?"
description: "After a period of silence,金星 Beer has become a hit with its Xinyang Maojian Chinese-style craft beer, but it may be short-lived. The Xinyang Tea Association unilaterally terminated the brand authorization, potentially shelving the strategic product of this Henan beer giant. Last week,金星 Beer expressed strong dissatisfaction and considered shutting down its Xinyang subsidiary. The dispute quickly went viral, bringing金星 Beer back into the public eye. Tea beer is an attempt at tea-alcohol integration in Henan this year. Wenxin Tea, a leading tea company in Xinyang, was the first to participate, with金星 Beer as its contract manufacturer."
author: "杨伟"
publisher: "New Distribution"
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published: "2024-12-21"
language: "en"
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---

# Can Xinyang Maojian Tolerate金星 Beer?

> After a period of silence,金星 Beer has become a hit with its Xinyang Maojian Chinese-style craft beer, but it may be short-lived. The Xinyang Tea Association unilaterally terminated the brand authorization, potentially shelving the strategic product of this Henan beer giant. Last week,金星 Beer expressed strong dissatisfaction and considered shutting down its Xinyang subsidiary. The dispute quickly went viral, bringing金星 Beer back into the public eye. Tea beer is an attempt at tea-alcohol integration in Henan this year. Wenxin Tea, a leading tea company in Xinyang, was the first to participate, with金星 Beer as its contract manufacturer.

After a period of silence,金星 Beer has become a hit with its Xinyang Maojian Chinese-style craft beer, but it may be short-lived. The Xinyang Tea Association unilaterally terminated the brand authorization, potentially shelving the strategic product of this Henan beer giant. Last week,金星 Beer expressed strong dissatisfaction and considered shutting down its Xinyang subsidiary. The dispute quickly went viral, bringing金星 Beer back into the public eye. Tea beer is an attempt at tea-alcohol integration in Henan this year. Wenxin Tea, a leading tea company in Xinyang, was the first to participate, with金星 Beer as its contract manufacturer. Later,金星 Beer also obtained authorization to produce similar products. Under the demonstration effect of the two leading companies, many manufacturers entered the field, making the tea beer track increasingly hot. The trigger for the dispute may have been laid at the time of authorization: the cross-category use of "Xinyang Maojian" as a geographical indication trademark for tea, which crossed the red line of trademark standard use. This has caused heavy losses for tea beer producers, as substantial resources and funds were invested before product launch, which are now difficult to recover. Compared to金星 Beer's hardline stance, Wenxin Tea seems more accommodating, having already changed its product name to Wenxin Maojian Beer.

**Clash**
For a long time,金星 Beer has focused on the Henan regional market. The association between beer and tea came about this year through cooperation with Xinyang Wenxin Tea. In August, Liu Wenxin, chairman of Xinyang Wenxin Tea, visited金星 Beer to discuss innovative tea-alcohol fusion products. Through short videos, the outside world saw that this leading Xinyang tea company was planning something big. Soon after, the Wenxin Xinyang Maojian Chinese-style craft beer, produced by金星 Beer, was launched, and Liu Wenxin subsequently recommended this craft beer containing Xinyang Maojian multiple times in live streams. In a live stream at the end of August, 2,000 boxes of beer were sold out within 20 minutes.

金星 Beer was also tempted. On September 3, it obtained authorization from the Xinyang Tea Association (hereinafter referred to as the Xinyang Tea Association) to print the "Xinyang Maojian" logo on its products, paying a brand management fee of 50,000 yuan. To promote this product,金星 Beer invested in advertising on road barriers and elevators in Zhengzhou, and spent 600,000 yuan on a promotional video. At a recent press conference, Vice Chairman Zhang Feng revealed that several million yuan had been spent on this beer product. The overwhelming advertising and marketing quickly brought significant returns.金星 Beer recently disclosed that from September to November, it purchased 89,932 jin of Xinyang Maojian, and the tea beer series products paid over 28.5 million yuan in taxes. According to Chanmama statistics, from September 5 to December 3, sales of金星 Beer's Xinyang Maojian Chinese-style craft beer on Douyin ranged from 25 million to 50 million yuan. The relatively niche tea-flavored beer has shown huge market influence. JD.com Double 11 data shows that from October 14 to November 11, the transaction amount for tea-flavored beer increased by 5,324% year-on-year. Through the pilot of Wenxin Tea and金星 Beer, Xinyang Maojian Chinese-style craft beer has gained widespread market recognition, creating a new track and attracting many manufacturers to follow suit.

Just as金星 Beer was fully developing this product into a new growth point, the Xinyang Tea Association sent a notice on December 5 requiring the validity period of the Xinyang Maojian certification trademark to be adjusted to December 31 of this year. The business they had cultivated was about to fail, and they had to bear the initial investment of funds and resources.金星 Beer was not willing to accept this. On December 12, the company held a press conference, expressing strong dissatisfaction with the unilateral shortening of the authorization period by the Xinyang Tea Association, and demanded proper resolution of the dispute, otherwise it would consider permanently shutting down金星 Beer Xinyang Beer Co., Ltd., which has been in Xinyang for 21 years. An innovative journey of tea-alcohol integration turned into a battle between the manufacturer and the industry association, quickly becoming a hot search topic.

**Hard Wound**
Who can use "Xinyang Maojian"? On December 1, the Xinyang Tea Association issued the "Announcement on Safeguarding the Legal Rights of Xinyang Maojian", stating that it would rectify the use of the "Xinyang Maojian" trademark in a trademark-like manner by companies producing and selling "Xinyang Maojian Beer" and other products, and would follow up according to the timeline. It also clarified that those who continue to use the "Xinyang Maojian" trademark for production and sales after the deadline would be subject to legal rights protection. At that time, people related to金星 Beer believed this was a rectification of counterfeit and imitation Xinyang Maojian tea beer products, standardizing the use of the Xinyang Maojian brand, which was good for the entire industry. It was not until December 5, when the company received a notice from the Xinyang Tea Association, that they realized the heavy hammer of rectification had fallen on themselves.

Upon review, it was found that even the Xinyang Tea Association may not have anticipated this trademark rectification. In the letter sent to金星 Beer, the Xinyang Tea Association disclosed that the basis for shortening the authorization period was "according to the relevant requirements for the protection of geographical indication products and the management of geographical indication certification trademarks, and in accordance with the arrangements of the market supervision department to strengthen the market supervision of the Xinyang Maojian certification trademark." A person related to the Xinyang Tea Association confirmed in an interview with the media that the rectification was required by the higher-level market supervision department, and even those with authorization were within the scope. "Xinyang Maojian" was approved as a geographical indication of origin by the former General Administration of Quality Supervision, Inspection and Quarantine in 2002, approved by the former State Administration for Industry and Commerce the following year, and certified as an agricultural product geographical indication by the Ministry of Agriculture and Rural Affairs in 2020. Since then, there has never been such a large-scale rectification. Industry insiders believe that it may have crossed the red line of trademark standard use. Xinyang Maojian is a regional public tea brand exclusively held by the Xinyang Tea Association, but it is only registered as a Class 30 convenience food trademark. If authorized for use on beer products, it constitutes over-range and cross-category use of the trademark. According to the Trademark Law and the Provisions on the Protection of Geographical Indication Products, there may be a risk of revocation of this well-known geographical trademark. Previously, Liu Wenxin of Wenxin Tea stated that the company had rectified its tea beer products, and from New Year's Day next year, they would appear on the market as "Wenxin" Maojian Chinese-style craft beer. However, he was still unclear whether the brand management fee would be refunded.

**Ending**
In May this year, the CARD China Agricultural Brand Research Center of Zhejiang University, the China Tea Research Institute's "China Tea" magazine, and the China International Tea Culture Research Association jointly conducted the 2024 evaluation of regional public brand value for Chinese tea. "Xinyang Maojian" ranked third nationally with a brand value of 8.03 billion yuan and first in brand revenue with 540 million yuan. After years of cultivation and construction, the Xinyang Maojian brand has long been renowned overseas. With the popularity of Xinyang Maojian Chinese-style craft beer, many counterfeit and imitation products have appeared on the market without authorization. The relevant departments' rectification of the use of the Xinyang Maojian trademark has positive significance in the long run. Previously, Zhang Jiuqian, secretary-general of the Xinyang Tea Association, told the media that the use of the "Xinyang Maojian" brand was chaotic, and the market supervision department required serious use of this specific concept. In this chaos,金星 Beer elevated this beer product to the level of a strategic product. According to the company's official website, this beer not only brings a new growth point to the company but also explores a new path for the transformation and development of beer enterprises, while also promoting the high-quality development of Xinyang's Maojian tea industry. After receiving the notice of the authorization period adjustment,金星 Beer sent a vice president to the Xinyang Tea Association to discuss a solution, but to no avail. The company then had to go all out and question from afar.

As of now, the Xinyang Tea Association has not made an official response. In the authorization letter obtained by金星 Beer three months ago, it was specially noted at the end: "If there is any violation of relevant laws and regulations or the management regulations of the Xinyang Maojian certification trademark, this authorization will terminate immediately." This means that the two sides will engage in a tug-of-war over this. It is certain that in the short term, Chinese-style craft beer printed with the "Xinyang Maojian" logo will not appear on the market.


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