---
title: "Leading Trends, Reflecting Changes: The 6th Wine Industry 'Golden爵 Award' Officially Launched in Beijing"
description: "On June 15, the media communication meeting for the 6th China Alcoholic Drinks Circulation Association's Wine Industry Marketing Golden爵 Award was held in Beijing, with representatives from over 20 mainstream and industry media outlets attending to discuss the characteristics and trends of the new cycle of wine industry development. The important role of the Golden爵 Award in activating market consumption and leading industry upgrading was unanimously recognized and highly praised by attendees."
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published: "2021-06-16"
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# Leading Trends, Reflecting Changes: The 6th Wine Industry 'Golden爵 Award' Officially Launched in Beijing

> On June 15, the media communication meeting for the 6th China Alcoholic Drinks Circulation Association's Wine Industry Marketing Golden爵 Award was held in Beijing, with representatives from over 20 mainstream and industry media outlets attending to discuss the characteristics and trends of the new cycle of wine industry development. The important role of the Golden爵 Award in activating market consumption and leading industry upgrading was unanimously recognized and highly praised by attendees.

On June 15, the media communication meeting for the 6th China Alcoholic Drinks Circulation Association's Wine Industry Marketing Golden爵 Award was held in Beijing, with representatives from over 20 mainstream and industry media outlets attending to discuss the characteristics and trends of the new cycle of wine industry development.
The important role of the Golden爵 Award in activating market consumption and leading industry upgrading was unanimously recognized and highly praised by attendees.
**-01-
### The Colorful Transformation of China's Wine Industry**
Since 2018, the trend of transformation in the wine industry has significantly strengthened, from the overall structure to market segments, presenting new characteristics.
The sauce-flavored liquor market continues to heat up, the structure and culture of domestic beer have broken through, and capital has accelerated its entry into the liquor circulation industry. These recent "changes" in the wine industry have attracted widespread media attention.
Liu Yuan, Executive Vice President of the China Alcoholic Drinks Circulation Association, stated that economic growth and rising national income constitute strong drivers of consumption upgrading, which in turn have a comprehensive and profound impact on the development of the wine industry.
From a macro-environment perspective, by the end of the 13th Five-Year Plan period, China's economic aggregate had exceeded 100 trillion yuan, with per capita GDP surpassing $10,000. The decisive victory in the battle against poverty was achieved. Entering the 14th Five-Year Plan period, a new development pattern is accelerating, with domestic circulation as the mainstay and domestic and international dual circulation promoting each other. Consumption-oriented economic transformation and structural reform have become important paths to achieving high-quality development.
**In the liquor industry, the share of high-end products continues to increase, the market further concentrates on famous brands, and the industry has entered a new stage from scale growth to value growth. Emerging categories are rapidly emerging, with health liquors, pre-mixed drinks, sparkling wines, liqueurs, and other personalized and fashionable products attracting much attention and performing prominently.**
Particularly in the liquor circulation sector, capital activity is unprecedentedly active. In the first half of 2020 alone, multiple financing events at the billion and ten-billion yuan levels occurred. Through online-offline integration, application of big data and information technology, optimization of industry chain integration, and construction of liquor culture experiences and scenarios, a batch of national, branded, and modern liquor circulation leaders are accelerating their formation.
Liu Yuan stated that the essence of these changes is the self-adjustment and self-improvement of the wine industry to better meet consumer demand.
**"By deepening and thoroughly implementing the consumption strategy, serving the market from aspects such as quality, culture, and experience, the wine industry can expand greater space,"** Liu Yuan said. Only by firmly grasping the main line of consumption can the wine industry ensure high-quality, sustainable, and healthy development.
**-02-
### Setting Examples, Strengthening Leadership: Golden爵 Award Adds 'Special Awards' for the First Time**
The China Alcoholic Drinks Circulation Association's Wine Industry Marketing Golden爵 Award was initiated in 2006, with the purpose of commending enterprises and individuals who have made outstanding and important contributions to industry development, setting benchmarks, guiding learning and reference, and promoting healthy industry development.
**Over the past decade or more, the Golden爵 Award has consistently focused on achievements in liquor industry upgrading and marketing innovation, receiving strong support and high praise from the industry and all sectors of society, and possessing great influence and visibility.**
Especially in 2009, the national joint meeting on cleaning up and standardizing evaluation and commendation activities issued the "Notice on Publishing the List of Retained Projects for Evaluation, Commendation, and Standardization Activities of Central Units in Administrative and Other Systems." The Central Commission for Discipline Inspection, together with the Central Organization Department, the Central Propaganda Department, the Central Work Committee, the Central Political and Legal Affairs Commission, the General Office of the Standing Committee of the National People's Congress, the General Office of the National Committee of the Chinese People's Political Consultative Conference, the Supreme People's Court, the Supreme People's Procuratorate, the Ministry of Finance, and the Ministry of Human Resources and Social Security formed a joint meeting group to organize the cleanup of evaluation, commendation, and standardization activities in systems such as party committees, people's congresses, political consultative conferences, courts, and procuratorates at all levels. The China Alcoholic Drinks Circulation Association's Marketing Golden爵 Award is the only retained commendation activity project in the liquor industry after the cleanup.
This also makes the industry value of the China Alcoholic Drinks Circulation Association's Wine Industry Marketing Golden爵 Award more prominent, and it is of great significance in leading innovative development in the wine industry and advocating practitioners to pursue excellence.
It is understood that the selection for the 6th China Alcoholic Drinks Circulation Association's Wine Industry Marketing Golden爵 Award has already begun. All award selections will follow the previous methods, going through three stages: enterprise self-declaration, review committee nomination, expert committee review, and online public announcement, to produce the list of winners for each award. The specific time and location of the award ceremony will be announced separately.
Liu Yuan introduced that this award year coincides with the "second half of the deep adjustment period of China's wine industry." Through practices of adhering to quality, enhancing value, and innovating, liquor industry manufacturers and distributors have greatly strengthened the momentum and effectiveness of high-quality development. In view of this, this year's Golden爵 Award has set up two "Special Awards" for the first time to commend outstanding examples in the wine industry.
According to the plan, the two enterprises that receive the Golden爵 Award Special Awards will present their defenses at the award ceremony, introducing their practices and experiences, showcasing the charm of industry benchmarks, and through on-site audience voting, the first and second places will be determined. This will be the biggest highlight of this year's Golden爵 Award selection.
Tips will be paid 400-2000 yuan once adopted.


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