The opening ceremony of 2015 China Yellow Wine Festival is held on November 8 in Shaoxing, Zhejiang province. Yellow wine industry is the pillar industry of Shaoxing, which has 76 yellow wine enterprises and a total annual output of 600,000 tons. [Photo:Zhang Liping]
The 2015 China Yellow Wine Festival kicks off in Shaoxing, east China¡¯s Zhejiang province on November 8, which is the Winter Solstice in the Chinese lunar calendar.
Yellow wine is one of the three ancient alcoholic drinks in the world. The other two are grape wine and beer. However, as a specialty in China, yellow wine does not attracted much attention from the world. That¡¯s why practitioners in the Chinese yellow wine industry are making efforts to promote yellow wine and its culture.
Fu Jianwei, President of Shaoxing Yellow Rice Wine Group, believes that yellow wine is a cultural brand of Shaoxing and China. It acts as a way for foreigners to understand more about the country, its traditional culture and how Chinese people use the yellow wine to keep themselves healthy, as the wine has a history of more than 2500 years and an important value in medicine and healthcare.Fu Jianwei says that with the rising Chinese economy and the ongoing strategy of ¡®One Belt, One Road¡¯, yellow wine could have more opportunities to meet the world.
So far their products,especially products with the brand of Gu Yue Long Shan, have been sold in 42 countries and regions. Fu Jianwei and his colleagues applied different ways in selling the wine to different parts of the world. For example in Hong Kong, they directly sent staff there to establish branch companies. In Japan, they cooperated with partners from Jilin province in northeastern China, which is close to Japan and has rich sales networking in Japan. In North America, their channels include the supermarkets and restaurants run by overseas Chinese. In France, they sell the wine in local partners duty-free stores in the airports. They manage the yellow wine business with a combination of tradition and innovation in technology and management.
The value of annual export of Shaoxing yellow wine could reach 20 million US dollars, mainly to Europe and North America, Australia, Japan and Southeast Asian countries and regions.
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