In the brocade city, spring is in full bloom, and the elegance of Abstract begins a new journey. On March 27, the 112th National Sugar and Wine Fair and 2025 Spring Sugar Season concluded successfully in Chengdu. As the chief partner of this year's fair, Jinsha Distillery made a stunning appearance, earning widespread acclaim from the industry and market. With 'Strive Upstream' as its brand narrative, Jinsha Distillery deeply participated in this Spring Sugar Fair, contributing a multidimensional celebration covering product experience, cultural interaction, and industry dialogue under the integration of exhibition and city. This was both a sincere tribute to the upstream genes of the Chishui River and a resounding declaration for the future development of the industry. 2025 marks a critical year for Jinsha Distillery to 'become stronger,' and the company is already poised to tackle industry transformation. Nurturing Growth Jinsha Distillery Charts a New Paradigm for Manufacturer-Dealer Collaboration On March 22, the 2025 Jinsha Distillery Manufacturer-Dealer Community of Shared Future Conference was successfully held at the Chengdu Dong'an Lake Kapok Hotel. Under the theme 'Join Hands, Strive Upstream,' the conference brought together industry experts, think tank scholars, and channel partners to focus on new-type manufacturer-dealer relationships. Through three segments—marketing planning, strategy interpretation, and honor recognition—the company anchored its core strategy, interpreted the value logic of the baijiu industry in an era of 'inventory fluctuations,' and expressed its strategic determination to deepen its presence in the baijiu sector. Based on the positioning of the 'year to become stronger' in the three-step strategy, building a 'manufacturer-dealer community of shared future' is a key proposition for Jinsha Distillery to achieve long-termism. In his opening speech, Hou Xiaohai, Chairman of China Resources Beer, emphasized that Jinsha Distillery always places customers, distributors, and partners in a prominent position, insisting on implementing the 'manufacturer-dealer community of shared future' concept throughout the entire process of corporate management and development. Fan Shikai, Vice President of China Resources Beer and Chairman of Jinsha Distillery, elaborated on the four major development strategies for 2025—quality upgrade, brand upgrade, marketing model innovation, and beer-baijiu dual empowerment—clarifying the core elements to ensure long-term stable profitability for distributors. Focusing on medium- and long-term strategic planning, Wang Weilong, Deputy General Manager of Jinsha Distillery and General Manager of the Marketing Center, proposed in the '2025 Marketing Plan of Jinsha Distillery' that the company will adhere to long-termism, strengthen confidence in quality, brand, and production area, and resolutely pursue self-innovation as three core measures. By leveraging its strengths and enhancing market competitiveness, he further expressed Jinsha Distillery's spiritual beacon of 'striving for the upstream.' The convening of this distributor conference sent a signal of 'breaking through upward and climbing higher,' meaning that Jinsha Distillery will truly achieve symbiosis and co-prosperity between manufacturer and dealers, providing practical experience for the relay race of 'manufacturer-dealer unity, production-sales integration, and ecological co-prosperity' in China's baijiu industry. One City, Three Exhibitions Jinsha Distillery Achieves Strategic Upgrade of 'Upstream' Leveraging the endorsement of Abstract as the chief partner, from March 25 to 27, Jinsha Distillery made a stunning appearance at the Century City New International Convention and Exhibition Center, attracting the attention of merchants and media. By creating an immersive cultural experience space, Jinsha Distillery skillfully blended immersive Eastern aesthetic scene design with innovative interactive experiences, connecting history, culture, products, and technology to narrate the unique charm of the upstream production area, upstream culture, upstream quality, and upstream spirit. The Abstract Vintage Edition firmly occupied the C-position of the exhibition hall, becoming the absolute focal point. The Abstract Poetry and Wine Series, Strive Upstream Wine, and new products from the Jinsha Classic 6, 9, and 12 series also made their first public collective appearance, jointly telling the long history and craftsmanship of Jinsha Distillery's 'mellow and soft sauce aroma,' attracting many merchants and guests to taste. At the exhibition site, distributors flocked to inquire, cooperation intentions continued to heat up, and professional visitors and media rushed to check in. The topic '#Jinsha Spring Sugar Aesthetics#' on social media continued to rise in popularity, showcasing Jinsha Distillery's vigorous momentum and strong potential. At the external interactive display boards, the Jinsha Garden Party also drew crowds, contributing a national trend celebration with both cultural depth and fun experiences. Top beauty Domi, draped in a non-heritage Tang brocade haute couture gown, joined the CCTV Spring Festival Gala hit AI robot as 'Spring Sugar Tasting Ambassadors,' recreating the famous dance scene from the gala, presenting a collision of tradition and cyber aesthetics that left visitors in awe. 100,000 Bottles of Fine Wine Jinsha Distillery Creates a New Beer-Baijiu Linkage Scene In March, the city of Rongcheng (Chengdu) danced with fireworks and the aroma of wine. From March 18 to 27, Jinsha Distillery's 'Let's Go! 100,000 Bottles Free Tasting' event gifted the entire city, leveraging the super-high popularity of the Spring Sugar Fair to achieve multiple consumer touchpoints, comprehensively enhancing channel sales and brand reputation. With dual online and offline linkage, the tasting products included the beloved Abstract Vintage Edition, Jinsha Xiaojiang, and Jinsha Huisha Classic products. The high-frequency, wide-coverage tasting scenarios penetrated from high-end banquets to street-level烟火 (everyday life), which was not only a new brand offensive fully targeting the C-end but also another innovative practice of the 'beer-baijiu dual empowerment' strategy—setting an industry marketing benchmark with 'super-large scale + upstream genes,' elevating the industry narrative to a city-level cultural event, and receiving widespread praise from consumers and the industry. At the events of Trendy Life Season, Global Food Season, and Beer Life Season, Jinsha Distillery deeply bound the Chishui River ecology, calligraphy and wine culture with consumer scenarios, achieving an exponential increase in brand exposure. Citizens and tourists passed through 'levels' via trendy check-ins, interactive games, and immersive tastings, experiencing 'the history and heritage condensed in a pot of Abstract wine,' filling the streets and alleys of Rongcheng with the distinctive flavor of mellow and soft sauce aroma. United in Effort Jinsha Distillery Clarifies Upstream Brand Development Logic Currently, a new era for the baijiu industry, centered on innovation and high-quality development, is accelerating, driving companies to deepen their layout in four dimensions: production area value, quality barriers, manufacturer-dealer collaboration, and ecological positioning. According to China Resources Beer's financial report data, Jinsha Distillery achieved annual revenue of 2.149 billion yuan, with the high-end product Abstract growing by 35%, demonstrating strong momentum under the new brand proposition of 'Strive Upstream, Drink Abstract.' On March 24, China Resources Wine and JD.com signed a strategic cooperation upgrade agreement in Chengdu, and on the same day, Jinsha Distillery also signed a significant agreement with Country Garden Services. Leveraging JD.com's e-commerce platform and Country Garden Services' high-end private domain reach, Jinsha Distillery will further highlight its strategic support role in e-commerce and retail in the future. At the CFDF Food and Beverage Industry Development Conference, Fan Shikai, under the theme 'Insight into Industry Transformation, Co-shaping the Industry Ecosystem,' shared Jinsha Distillery's practical experience and thoughts on the future development of the food and beverage industry. Fan emphasized that the food and beverage industry, as an important part of the national economy, is closely related to people's lives. With the advent of a new round of industrial transformation, adhering to quality leadership, meeting diverse needs, developing new quality productive forces, and expanding international vision will become key to high-quality corporate development. At the VIP Purchaser Club closed-door matchmaking meeting and the selection meeting for full-channel purchasers, Jinsha Distillery's dual-brand product matrix also reached multiple strategic cooperation intentions, further consolidating the channel ecosystem. Judging from the fruitful results achieved during the Spring Sugar Fair, Jinsha Distillery's exploration and development over the past two years have been fully affirmed by the industry. With the empowerment of major platform resources and the strategic endorsement of leading enterprises, Jinsha Distillery will achieve high-quality development with a more steady pace in 2025. Those who strive upstream guard with craftsmanship and forge ahead with perseverance. When the mellow and soft sauce aroma resonates with the 'No.1 Fair in the World,' Jinsha Distillery is anchoring on the 'upstream strategy' and sailing with the trinity of 'quality determination, cultural thickness, and ecological resilience' as its sails, breaking waves in the voyage of high-quality baijiu development, and moving upstream with the times!