Lai Jiaguo, President of Chongqing Time-honored Brand Association, Chairman of Chongqing Shixian Taibai Liquor Co., Ltd.
Located in Wanzhou, the core area of the “Golden Triangle of Chinese Liquor”, Shixian Taibai is a large-scale professional liquor enterprise focusing on the production and operation of strong flavor liquor, integrating production, learning and research. With an annual production of more than 50,000 tons of liquor, the company is one of the top 50 liquor enterprises in China, a key backbone enterprise in Chongqing, and a major profit and tax enterprise in Chongqing. With the brand positioning of “Chinese poetry and wine”, the company is committed to inheriting the poetry and wine culture, providing consumers with a good culture and quality drinking experience as its mission, and being the brand that understands the poetry and wine culture of consumers best, and constantly pioneering and innovating while inheriting ancient arts.
Originated from the Shang and Zhou dynasties, named in the Tang Dynasty, began in 1917
The history of winemaking in Wanzhou area of Chongqing can be traced back to the Shang and Zhou dynasties, and the tribute wine of the Zhou royal family is the famous Wanzhou Ba wine; During the Tang Dynasty, Li Baisan passed Wanzhou, leaving countless poems after drinking, celebrities and inkmen rushed to visit, and the reputation of Ba wine spread; In 1917, Mr. Bao Nianrong went to Luzhou and bought two mouthfuls of cellar mud and mother grains from the famous time-honored “Wen Yongsheng Distillery”, and combined with the winemaking techniques inherited from the Shang and Zhou dynasties, he returned to Wanzhou to establish the “Hualin Spring Distillery”. In order to commemorate Li Bai’s love affair with Bajiu and the legend of his happy life in Wanzhou, the descendants changed the brand name to Shixian Taibai. In 2017, on the occasion of the centenary of Shixian Taibai, Luzhou Laojiao Group officially became the owner, which introduced advanced winemaking technology and quality supervision system for Shixian Taibai, and added polymer particle superadsorption filtration technology. In addition, the National Liquor Inspection Center and the National Solid-State Brewing Engineering Technology Research Center provide national quality inspection guarantee for Shixian Taibai; Zhang Liang, the first Chinese brewing master, and the brewing team of “Zhang Liang Master Studio” are responsible for the design and supervision of the liquor. These quality assurance measures have further sublimated Shixian Taibai.
Over the past 100 years, the poet Taibai has always pursued excellence, and has won countless reputations. Shixian Taibai has not only won the titles of China Famous Trademark, Chongqing Famous Trademark, China Time-honored Brand, etc., but also was recommended as the wine for the 10th anniversary of the National Day in 1958; In 1984, Shixian Taibai won the titles of “Golden Goblet Award for Quality Products of the Ministry of Commerce of China” (the highest award in China’s liquor industry) and “Silver Goblet Award for Quality Products of the Ministry of Commerce of China”, and has been awarded the titles of Sichuan Province Quality Liquor and Sichuan Famous Liquor for many times. In 2002, Shixian Taibai was officially identified by the Chongqing Municipal Government as a special wine for government reception; In 2005, “Shixian Taibai” and “Shengshi Tang Dynasty” were both awarded China’s well-known trademarks, becoming one of the few enterprises in China’s liquor industry to obtain double well-known trademarks, side by side with first-line famous liquors; In 2019, Shixian Taibai Chenqu won the Sensory Quality Award of the National Judges of China Baijiu of the Year. In the Huazhun Cup Liquor Brand Value Ranking jointly organized by the China Liquor Circulation Association and the China Strategic Brand Research Institute, Shixian Taibai has ranked first in Chongqing for many years.
In the future, Shixian Taibai will still uphold the enterprise spirit of one heart and one mind, innovation and entrepreneurship, and win-win coexistence, and is determined to carry forward the spirit and culture of Chinese poetry and wine, with the primary responsibility of building Chongqing’s city business card, and the goal of building the first brand of Chinese poetry and wine culture. Industrial tourism and other aspects have been comprehensively improved, realizing the “change, innovation, revitalization and brilliance” of Shixian Taibai, and striving to achieve annual sales revenue of 2 billion yuan within five years, increase the supporting output value of the industrial chain by 2 billion yuan, drive the employment of more than 10,000 people, and become a pillar enterprise of Chongqing brand.