---
title: "Jinsha Distillery Launches Nine New Products Simultaneously, Initiates New Positioning with Dual-Brand Strategy"
description: "On January 11, Jinsha Distillery held its 2024 Brand Strategy Launch Conference in Guangzhou under the theme 'Renewal, Empowerment, and New Journey.' Approximately 600 attendees, including leaders from China Resources Beer and Jinsha Distillery, industry associations, experts, distributors, and media, gathered to mark the first anniversary of China Resources' acquisition. The company unveiled a refreshed dual-brand strategy and launched nine new products, including the third-generation Zhaiyao Premium Edition."
author: "New Distribution"
publisher: "New Distribution"
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published: "2024-01-12"
language: "en"
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# Jinsha Distillery Launches Nine New Products Simultaneously, Initiates New Positioning with Dual-Brand Strategy

> On January 11, Jinsha Distillery held its 2024 Brand Strategy Launch Conference in Guangzhou under the theme 'Renewal, Empowerment, and New Journey.' Approximately 600 attendees, including leaders from China Resources Beer and Jinsha Distillery, industry associations, experts, distributors, and media, gathered to mark the first anniversary of China Resources' acquisition. The company unveiled a refreshed dual-brand strategy and launched nine new products, including the third-generation Zhaiyao Premium Edition.

On January 11, Jinsha Distillery held its 2024 Brand Strategy Launch Conference in Guangzhou under the theme 'Renewal, Empowerment, and New Journey.' Approximately 600 attendees, including leaders from China Resources Beer and Jinsha Distillery, relevant industry associations, industry experts, distributors, and media, were present.

January 11, 2024 marked approximately one year since China Resources Beer took control of Jinsha Distillery. The industry is closely watching: What changes has China Resources brought to Jinsha over the past year? What has Jinsha done, and what will it do next?

**Significant Achievements in the First Year**
**Jinsha Distillery Takes Solid Steps**

In 2023, China Resources Beer officially took control of Jinsha Distillery and creatively proposed the 'New World of Baijiu' theory aimed at promoting high-quality industry development, clarifying Jinsha Distillery's new positioning as 'building a leading national sauce-flavor baijiu enterprise.'

At the conference, Wei Qiang, Vice President of China Resources Beer (Holdings) Co., Ltd. and General Manager of China Resources Wine, stated that China Resources Wine will firmly maintain strategic confidence, preserve strategic focus, ignore all noise, and steadfastly implement the first three-year development strategy of 'explore, develop, strengthen,' daring to be an explorer in the new world of baijiu.

It was reported that to help Jinsha Distillery consolidate its foundation, build momentum, and safeguard high-quality development, China Resources Wine made comprehensive arrangements in four dimensions in 2023:

First, organizational reform and management efficiency improvement; second, brand renewal and strategic upgrade to continuously enhance brand influence; third, reducing inventory and stabilizing prices, achieving good results in distributor inventory digestion, implementation of new market rules, and refined channel management; fourth, intensive channel cultivation and win-win cooperation.

At the same time, taking the opportunity of China Resources Wine's acquisition, Jinsha Distillery also took a series of proactive actions: **actively leveraging regional advantages, strengthening the mellow and soft sauce-flavor category, utilizing China Resources' advantageous market channels to expand Jinsha Distillery's national footprint, and achieving a perfect integration of China Resources Wine's '3+3' strategy and Jinsha Distillery's 'dual-brand' strategy.**

# **Brand Renewal and Upgrade**
# **Driving the Ultimate Pursuit of Quality**

Within China Resources Wine's three-year development strategy of 'explore, develop, strengthen,' **2024 is a year of comprehensive upgrade and key breakthroughs for Jinsha Distillery, and the renewal of the dual-brand strategy is undoubtedly one of the key focuses.** At the event, Jinsha Distillery officially released its new dual-brand strategy.

According to Fan Shikai, Vice President of China Resources Beer (Holdings) Co., Ltd. and General Manager of Jinsha Distillery, the new brand positioning for Zhaiyao is **'The wine for intimate connections, a cultural gathering of friendship,'** with the brand proposition **'Gather the most important, drink Zhaiyao.'**

Fan Shikai stated that in the future, Zhaiyao will target the new era's elite, elevate the culture of books and wine, create a high-end sauce-flavor baijiu with cultural significance, high quality, and high cost-performance, and advocate that when it comes to intimate gatherings, Zhaiyao should be the first choice.

At the same time, Jinsha Huisha, based on its category advantages, launched the brand positioning of **'Pioneer of Mellow and Soft Sauce Flavor,'** renewing the brand proposition **'Jinsha Huisha, Mellow and Soft Sauce Flavor,'** to strengthen taste characteristics and advantages, establish more concrete and authentic communication with consumers, and form a new brand and category perception.

It was reported that Jinsha Huisha will lock in its style characteristics, establish a unique taste style, create the new category of 'mellow and soft sauce flavor,' open up a new world of mellow and soft sauce flavor, and thoroughly develop this category to highlight Jinsha Huisha's own characteristics.

In addition, Jinsha Distillery also launched nine new products, including the third-generation Zhaiyao Premium Edition.

Furthermore, Fan Shikai revealed that with the dual-brand upgrade as an opportunity, in 2024 Jinsha Distillery will launch three major campaigns: image upgrade, new product experience, and user cultivation, and will open a new world of mellow and soft sauce flavor.

******Building an External Think Tank**
**Comprehensively Empowering Enterprise Growth**

The inheritance of Chinese baijiu incorporates the wisdom of past sages and has been favored by the times. The new world exploration by China Resources Wine and Jinsha Distillery respects history, is based on the industry, and looks to the future. This journey is profound and enduring, with endless changes, and will face enormous strategic pressure.

Therefore, the support of professional forces will play a crucial role in Jinsha Distillery's decision-making and execution. After full discussions with senior experts in sauce-flavor baijiu industry research, quality research, process research, brand research, cultural research, and market research, and with strong support from professional forces in various industrial fields, Jinsha Distillery decided to invite seven senior experts from various fields to form an expert think tank to assist in advancing Jinsha Distillery's industrial strategy.

It was reported that the members of Jinsha Distillery's expert think tank include: Quality Construction Advisor Lü Yunhuai, Brand Strategy Advisor Li Guangdou, Technology R&D Advisor Xu Yan, Technology R&D Advisor Wu Tianxiang, Baijiu Culture Advisor Wang Saishi, Industry Research Advisor Quan Tu, and Market Strategy Advisor Wang Chaocheng.

After the establishment of the Jinsha expert think tank, it will establish professional empowerment forms such as systematic research, topic studies, and decision diagnosis, provide scientific suggestions and professional guidance for future development, and form an effective mechanism.

In this regard, Wei Qiang believes that Jinsha Distillery's comprehensive brand renewal, with a more powerful brand strategy system, a more comprehensive product strategy matrix, stronger channel empowerment construction, and a more complete management support framework, opens a new chapter of development. This is a high concentration of practical experience in exploring the new world of baijiu, a deep reflection on the future development of the new world of baijiu, and a solid foundation for Jinsha Distillery to navigate the industry's development cycles and create a new paradigm for Chinese baijiu development.

**In 2024, as an explorer and practitioner of the new world of baijiu, empowered by China Resources Wine's 'beer + baijiu' strategy, Jinsha Distillery takes this conference as an opportunity to provide more possibilities for exploring the new world of baijiu, not only polishing Jinsha Distillery's golden signboard in the new world of baijiu but also providing a new development model for the high-quality development of China's baijiu industry.**


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