---
title: "Five Years of Refinement: Jinsha Wine Reshapes the Value and Experience Paradigm of the Sauce-aroma Baijiu Production Area"
description: "On September 19, the fifth \"Jinsha Red\" Red Sorghum Festival and the Scientific Value Forum of the Jinsha County Production Area in the Upper Chishui River was grandly held in Jinsha, Guizhou. With the strategic theme of \"Return to the Upstream, See Jinsha,\" the event systematically promotes the baijiu industry's shift from \"scale expansion\" to \"value deepening,\" marking a new stage in the development of the upper Chishui River production area centered on systematic scientific construction."
author: "New Distribution"
publisher: "New Distribution"
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published: "2025-09-22"
categories: "Brand Marketing, Consumer & Categories"
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original_source: "https://mp.weixin.qq.com/s/K3NAZJxODR4sCQ_aCQPBLQ"
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citation: "New Distribution. “Five Years of Refinement: Jinsha Wine Reshapes the Value and Experience Paradigm of the Sauce-aroma Baijiu Production Area.” New Distribution, 2025-09-22. https://xinjignxiao.com/en/articles/five-years-of-refinement-jinsha-wine-reshapes-the-value-and-experience-p-479a5631/"
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---

# Five Years of Refinement: Jinsha Wine Reshapes the Value and Experience Paradigm of the Sauce-aroma Baijiu Production Area

> On September 19, the fifth "Jinsha Red" Red Sorghum Festival and the Scientific Value Forum of the Jinsha County Production Area in the Upper Chishui River was grandly held in Jinsha, Guizhou. With the strategic theme of "Return to the Upstream, See Jinsha," the event systematically promotes the baijiu industry's shift from "scale expansion" to "value deepening," marking a new stage in the development of the upper Chishui River production area centered on systematic scientific construction.

On September 19, the fifth "Jinsha Red" Red Sorghum Festival and the Scientific Value Forum of the Jinsha County Production Area in the Upper Chishui River was grandly held in Jinsha, Guizhou.
With the strategic theme of "Return to the Upstream, See Jinsha," the event systematically promotes the baijiu industry's shift from "scale expansion" to "value deepening," marking a new stage in the development of the upper Chishui River production area centered on systematic scientific construction.

**Strategic Upgrade: From Corporate Solo to Production Area Symbiosis**

Currently, competition in the baijiu industry is multi-dimensional, with wine-tourism integration, experiential marketing, and cultural communication becoming core channels connecting consumers with production areas, brands, and value.
Since its inception in 2021, Jinsha Wine has continuously built the "Jinsha Red" brand IP over five years, evolving from an initial sorghum planting celebration into a three-dimensional value ecosystem integrating raw material traceability, craftsmanship expression, cultural heritage, and consumer experience.
Fan Shikai, Vice President of China Resources Beer and Chairman of Jinsha Wine, pointed out in his speech: "At present, the baijiu industry is shifting from scale expansion to value deepening. The production area is no longer a simple geographical label but a collection of quality, culture, and ecology; wine-tourism integration is no longer an additional experience but a core path for consumers to 'understand the production area and identify with its value.'"
Since China Resources Wine took over, Jinsha Wine has bound "corporate development" with "production area revitalization," forming a virtuous development model of "promoting industry through wine, and promoting tourism through industry," driving corporate growth while injecting new vitality into the production area.
Fan Shikai emphasized: "Jinsha Wine and the Jinsha County production area are a 'symbiotic and prosperous' community of shared destiny. Holding the Red Sorghum Festival is not just Jinsha Wine's 'family affair,' but also Jinsha's 'duty' to shoulder the responsibility of production area construction." In the future, Jinsha Wine will continue to safeguard the quality foundation, enhance momentum through wine tourism, and aim not only to become a leading sauce-aroma baijiu enterprise but also to build the Jinsha County production area into a "demonstration zone for wine-tourism integration."
The upgrade in strategic perspective signifies that Jinsha Wine is transforming from a baijiu production enterprise into a builder of the production area ecosystem and a promoter of win-win value.
Qin Shuyao, President of the China Alcoholic Drinks Association, highly praised this: "The 'Jinsha Red' IP continuously built by Jinsha Wine, focusing on quality expression and cultural deepening, makes upstream quality a new engine connecting consumers, providing a useful reference for the industry's transformation from 'selling products to selling lifestyles.'"
In this process, what Jinsha Wine has constructed through "Jinsha Red" is not just a brand communication system, but a value creation model based on the production area ecosystem, spanning the entire industry chain, and integrating local culture. This indicates that the future competition in Chinese baijiu lies in whether it can sustainably achieve the unity of brand value, consumer experience, and local development.

**Experience Upgrade: Wine-Tourism Integration Reshapes Production Area Value Expression**

At the event, the launch of the "Return to the Upstream, See Jinsha" factory tour project became a key measure for Jinsha Wine to lay out its experience strategy and transform production area resource advantages.
Wang Weilong, Deputy General Manager of Jinsha Wine and General Manager of the Marketing Center, stated: "The project uses the 'Eight Cups of Wine' tasting system as the core clue, guiding consumers along the brewing sequence of 'seeds, soil, water source, fermentation pits, steaming, fermentation, distillation, and aging' to gradually unlock the flavor code and quality logic of sauce-aroma baijiu." Through interactive experiences, the "upstream production area" becomes perceptible, understandable, and resonant.
At the same time, the highly anticipated Sealing Ceremony has also achieved a strategic upgrade in its value system. The new sealing system focuses more on carrying emotions and memories, becoming a "cultural service" that integrates ritual experience, time expectations, and emotional sustenance.
Looking at the five-year journey of "Jinsha Red," one can observe its triple leap: from "respecting grain" to "respecting ecology," from "tasting wine" to "tasting time," and from "solo" to "symbiosis," all representing a deepening understanding of production area value and precise grasp of changing consumer needs.
The true innovation of this strategy lies in breaking away from the simple superposition logic of "baijiu + tourism," constructing a deep integration development model of "wine driving tourism, tourism promoting wine, and wine-tourism co-prosperity," continuously enhancing the visibility and discourse power of the Jinsha County production area, and accelerating its evolution from a geographical indicator to a value benchmark.

**Scientific Empowerment: Building a New System for Verifying Production Area Value**

Under deep competition in the baijiu industry, the discourse system of production area value is shifting from traditional experience to scientific verification. The Scientific Value Forum of the Jinsha County Production Area in the Upper Chishui River, held concurrently with this year's "Jinsha Red" event, brought together top domestic experts and scholars, systematically revealing for the first time the ecological scarcity and brewing uniqueness of the upstream production area, marking a new stage of scientific and systematic construction for the Jinsha County production area.
The "Scientific Survey Report on the Jinsha County Production Area in the Upper Chishui River" released at the forum presented three core findings:
> First, the unique soil, microbial communities, water systems, and climate of the Jinsha County production area constitute an irreproducible natural brewing gene bank;
>
> Second, the purity of the upstream ecology directly determines the mellow and soft style and stability of the liquor;
>
> Third, Jinsha has explored a sustainable development path with a virtuous cycle between industry and ecology.
These findings not only provide quantifiable and traceable scientific evidence for the quality of the production area but also redefine the genetic foundation of "mellow and soft sauce aroma." Li Pu, General Manager of Jinsha Wine, stated: "In the future, Jinsha will increase efforts in ecological and water source protection, transform research results into production management standards, and build a differentiated competitive advantage for 'mellow and soft sauce aroma' based on the advantages of the upstream production area."
By using science to verify tradition and data to support quality, Jinsha Wine is transforming geographical endowments into a "quantifiable, traceable, and verifiable" scientific standard system, providing a new dimension for quality expression.
Experts pointed out that the scientific value research of the Jinsha production area provides a new development approach for the baijiu industry. The traditional empiricism of "oral instruction and mental transmission" is being combined with modern scientific verification systems, forming a more complete and systematic quality expression method.

**Five Years of Refinement: Creating a New Ecosystem of Production Area Symbiosis**

Looking ahead, the development of the Jinsha production area will enter a new historical stage. With the continuous deepening and expansion of the "Jinsha Red" IP, various entities within the production area will become more closely connected, forming a true value community.
Jinsha Wine plans to further increase investment in wine-tourism integration, enhancing consumer participation and satisfaction by building more complete experience facilities and service systems. At the same time, the company will continue to deepen scientific research, using more systematic and scientific methodologies to interpret and prove the uniqueness of production area value.
Fan Shikai stated: "Future competition will be between ecosystems, and a single enterprise can no longer survive independently in the market. Jinsha Wine will continue to uphold the concepts of openness, cooperation, and win-win, growing and developing together with various entities in the production area."
This transformation from competition to symbiosis, and from exclusivity to sharing, represents a new direction for the development of China's baijiu industry. Through five years of exploration and practice, Jinsha Wine has provided a reference development model for the industry, which will also be an important path for the high-quality development of China's baijiu industry in the future.


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## Citation metadata

- Publisher: New Distribution
- Author: New Distribution
- Published: 2025-09-22
- Canonical: https://xinjignxiao.com/en/articles/five-years-of-refinement-jinsha-wine-reshapes-the-value-and-experience-p-479a5631/
- Original source: https://mp.weixin.qq.com/s/K3NAZJxODR4sCQ_aCQPBLQ

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