Recently, a special event for Moutai 1935 was held on the "i Moutai" platform, marking the second such event since the platform's launch and the first dedicated to a single major product. Since its official release in mid-January, Moutai 1935 has been in high demand, with multiple e-commerce platforms selling out instantly and a comprehensive lottery win rate of less than 1% on "i Moutai".

Another representative product of the "1935" super IP, Renhuai • 1935, is also in short supply. According to public reports, Renhuai • 1935 sold out its primary market quota within just half a month of its official debut, making it extremely difficult to find.

The "1935" super IP has always been a "topic generator" in the baijiu industry. As the two representatives of this super IP, Moutai 1935 and Renhuai • 1935 both benefit from the dual endorsement of the super IP and the regional brand, as well as the official promotion of the core sauce-flavor baijiu region. With exquisite designs and scarce production, they have consistently held the center stage of the "1935" craze. Against the industry trend of rising consumer demand for baijiu quality, high quality is the core confidence that keeps them at the center.

The "Only Two" Officially Promoted by the Region

A super IP is the "super" soul of a brand, with ample potential for extension.

The "1935" super IP is exactly that. It carries profound cultural attributes and historical value, with a solemn and deep intrinsic meaning. Its cultural symbolic significance is incomparable and irreplaceable. This also determines that it naturally possesses a broad, loyal consumer (mass) base.

Moutai 1935 and Renhuai • 1935, these two high-profile sauce-flavor baijiu products, are concrete evidence of the power of this super IP brand.

The beauty of design lies in the beauty of culture and spirit. Moutai 1935 and Renhuai • 1935 both start from packaging design, deeply exploring and fully extending the cultural connotation of the "1935" super IP, and presenting it to a high degree.

The design of Moutai 1935 focuses on engraving time, commemorating history, and paying tribute to craftsmanship. The original hand-drawn "Moutai Riverside Scene", the Chinese red bottle as the main tone, the layered golden water ripple patterns replicating the Chishui River, and the original font "Moutai Origin" bottle seal all reflect this.

Renhuai • 1935 is also full of cultural and spiritual expression. "Guojiu Gate", "Chishui River", and "Traditional Dwellings" represent the elements of the liquor capital Renhuai and the customs of northern Guizhou. The rocket-shaped bottle evokes the spirit of the people of the liquor capital and Renhuai Sauce-flavor Baijiu Group striving upward. Under the red and gold tones, the "culture" and "spirit" in the design of Renhuai • 1935 seem to lie in respect for Chinese traditional culture and craft inheritance.

What's more, behind Moutai 1935 is "Moutai", and behind Renhuai • 1935 is "Renhuai", both with dual super IP endorsement and empowerment. The recognition and influence of "Moutai" go without saying. "Renhuai" is officially recognized as the "Core Production Area of Chinese Sauce-flavor Baijiu", one of the most influential high-quality baijiu production areas in China, and is widely recognized by consumers as the "Holy Land of Sauce-flavor Baijiu".

"The '1935' super IP products achieve brand mark endorsement and brand value support. They are the code for brand collection and are bound to be super explosive products and major IPs for sustainable development," said Peng Hong, president of Guangdong Provincial Liquor Industry Association.

Guizhou officials also deeply understand the profound cultural connotation and good development potential of such a "super explosive product and major IP", placing high hopes on the "1935" super IP.

As Li Wu, chairman of Renhuai Sauce-flavor Baijiu Group, said, Renhuai • 1935 received high attention from the Renhuai Municipal Party Committee and government leaders from the very beginning of its design. Moutai 1935 is positioned as the "pillar" of Moutai Group's thousand-yuan-level products, and Renhuai • 1935 has become an important measure for the implementation of Renhuai Sauce-flavor Baijiu Group's brand strategy, both of which are explicit manifestations of official promotion.

Such products, which combine "all beauties" in one, are released in quantities so scarce as to be rare. It is revealed that Moutai 1935 has an annual release of only 1,200 to 1,500 tons, while Renhuai • 1935 has a mere 300 tons per year.

Combined with the continuous deepening and systematic support and operation of Moutai Group and Renhuai Sauce-flavor Baijiu Group, there is reason to believe that these two "1935" super IP explosive products will continue to maintain high market heat, become benchmark symbols for the core sauce-flavor baijiu region and even the entire baijiu industry, and further release their long-term value.

Under the leadership of industry leaders, the sauce-flavor baijiu billion-yuan camp is gradually expanding, with 5-10 billion yuan scale enterprises accelerating their rise. He Yong, secretary-general of the China Alcoholic Drinks Association, stated that the advent of benchmark products has brought new development momentum to the industry and will promote high-quality development. "Among them, Renhuai • 1935, the mid-to-high-end sauce-flavor baijiu benchmark product that Renhuai Sauce-flavor Baijiu Group is striving to build, is a classic example."

Multi-Dimensional Efforts to Forge High Quality

Ultimately, excellent product quality is the core foundation for Moutai 1935 and Renhuai • 1935 to win the market and consumers, and to stand out among the many "1935" super IP products.

The body of Moutai 1935 is slightly yellow and crystal clear, continuing the unique subtle and restrained style of Moutai products, prominently displaying elegant and delicate aromas, a mellow and fine taste, achieving an organic unity of color, aroma, flavor, and character, with beauty in balance and harmony. "The taste is over 85% close to Moutai, and it gets you drunk slowly, wakes up quickly, and leaves you feeling pleasant and very comfortable after drinking," is the evaluation of Moutai 1935 by liquor industry influencer Xiao Zhuqing.

The product style of Renhuai • 1935 is "slightly yellow and transparent, with prominent sauce aroma, obvious aged and koji aromas, comfortable burnt aroma, full and rich body, long aftertaste, persistent empty-cup aroma, and typical Daqu sauce-flavor style." Regarding it, Wang Xinguo, president of the China Alcoholic Drinks Circulation Association, commented: "I and many industry experts have also tasted Renhuai • 1935. It is indeed a high-quality product with excellent quality and high cost-performance." Some insiders even say: "The taste of Renhuai • 1935 is no less than that of Zhenpin Moutai."

In multiple dimensions such as production area, team, and craftsmanship, Moutai 1935 and Renhuai • 1935 present their own "way" of crafting high-quality sauce-flavor baijiu.

Song Shuyu, chairman of the China Alcoholic Drinks Association, stated that the production area has become synonymous with the quality of Chinese baijiu. The base liquor from the Moutai sauce-flavor baijiu main production area and the Yixin production area is elegant, soft, and fine; the base liquor from the core Moutai production area is full, delicate, and refined. Drinking Moutai 1935 allows you to taste the different flavors of base liquors from both production areas simultaneously.

The body of Renhuai • 1935 is 100% produced in Maotai Town—as is well known, the best sauce-flavor baijiu in China comes from Maotai Town, this "natural fermentation pool". In this "pool", the Chishui River and purple sand shale continuously bring rich minerals and trace elements, coupled with a climate of warm winters, hot summers, little wind and rain, and high temperature and humidity, which is very suitable for the vigorous reproduction of brewing microorganisms.

The special climate, water quality, and soil conditions of Maotai Town are very favorable for the fermentation and maturation of the liquor ingredients, and also partially play a decisive role in the production, catalysis, increase, and decrease of aroma microorganisms in the liquor. "Without leaving Maotai Town, you cannot brew Moutai liquor." The soul and character of baijiu can only be forged by the production area.

Liquor is the essence of grain. The glutinous sorghum locally produced in Renhuai, the core sauce-flavor baijiu region, has small grains, thick skins, resistance to steaming and stirring, high starch content, and can withstand the traditional Daqu sauce-flavor process. This should also be a common reason for the superior quality of Moutai 1935 and Renhuai • 1935.

The charm of every famous liquor comes from the guidance of brewing masters. The super-strong master lineup owned by Moutai Group has long been well known in the industry. The master team behind Renhuai • 1935 is equally impressive.

With 24 experts led by Ji Keliang serving as advisors, and led by national chief liquor taster and former deputy chief engineer of Moutai Co., Ltd., Master Peng Yin, such a lineup provides full-process quality control for production, brewing, tasting, and blending, giving the product a "master-level" charm. Renhuai • 1935 gives consumers full confidence in quality.

Slow work yields fine products. Every top-quality baijiu cannot be separated from meticulous work in the process flow. Taking only the blending process as an example, Moutai 1935 spares no effort, using nearly 10,000 base liquor samples, nearly 100 versions of small sample plans, and nearly 100 reviews of human and material resources to refine the "craft". Renhuai • 1935, which strictly adheres to the 12987 traditional Daqu sauce-flavor process, has also undergone hundreds of blending sessions, with an incalculable number of base liquor samples. The aged liquor used has been stored for more than 10 years, allowing time to settle the body, which is particularly rare.

Wang Xinguo stated that in the process of continuous upgrading of liquor consumption, to meet consumers' aspirations for a better life, the liquor circulation field needs more high-quality, meaningful, and cost-effective products.

Gifted by nature, and meticulously cultivated. The "1935" super IP blooms in two forms—Moutai 1935 and Renhuai • 1935—following new trends and jointly creating new classics.

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