218 is the 4th anniversary of China's reform and opening up, and it is also the 4th anniversary of the birth of Great Wall Wine. At the beginning of this year, Great Wall Wine officially launched a brand-new strategic positioning of "China Great Wall, Red National Wine", aiming at leading the revival of domestic wines, driving the rise of oriental wines and building a world wine roof of the world.
In countries all over the world, some birds, plants, flowers and stones with special historical status, economic value and national sentiment are usually labeled as national birds, national trees, national flowers and national stones; In the image of representing the country's rich products, precious local products and goods made by the country's unique technology are often taken as a representative, such as diamonds from South Africa, ostrich from Australia, Swiss watches, French brandy and Maotai from China.
Generally, a symbol that has melted into the feelings of a country and a nation will always precipitate and sublimate into a cultural symbol that is intangible but firmly rooted in the hearts of Chinese people. For example, there are four great inventions in ancient China, as well as cultural quintessence including traditional Chinese medicine, martial arts and calligraphy, and China Great Wall wine, which is a red national wine. These cultural quintessence are recognized by hundreds of millions of Chinese at home and abroad as the essence of China culture and Chinese civilization, and can be called "China's business card". Great Wall wine is the only wine brand in China that has been sublimated into the quintessence of culture.
The category leader shows the status of national wine
In p>1972, a joke made by Nixon, then President of the United States, during his visit to China, "China is very big, but it lacks wine and fashionable women" really reflected the current situation of China's wine industry at that time.
However, this historical episode has greatly promoted China's determination to develop its own wine.
in p>1978, the state sent an expert group to select a site for building the first world-class winery in China, and planned to establish a wine winery in line with international standards in the best grape producing area in China. Finally, the first national wine research center in China was established by Sanggan River in Shacheng, Hebei Province, and then the first wine winery in China-Changcheng Sanggan winery was established on this basis. In 1979, Great Wall independently developed and brewed the first bottle of dry white wine in China, the first bottle of dry red wine in 1983 and the first bottle of traditional sparkling wine in 1986, which achieved a breakthrough in all aspects of domestic wines and filled the gap in domestic wines in China.
The distribution of producing areas is national, showing the style of national wine.
Great Wall wine pays attention to quality tempering, and has built five producing areas, namely Shacheng in Hebei, Changli in Hebei, Penglai in Shandong, Helan Mountain in Ningxia and Tianshan Mountain in Xinjiang, around the 4-latitude grape gold growing belt. Among them, the styles of each producing area are different, and Shacheng producing area belongs to the valley producing area, which can produce high-quality Cabernet Sauvignon. Penglai producing area is the best dry and white producing area in China. Ningxia production area has gravel soil and is a potential production area; Changli producing area is the earliest birthplace of dry red in China; Xinjiang producing area is the original wine base of the Great Wall.
Great Wall Wine has the top domestic wineries represented by Great Wall Sanggan Winery, Huaxia Winery and Yunmo Winery, among which Sanggan Winery is a world-class oriental winery. Huaxia winery has the largest wine cellar in Asia and is a world-famous underground granite wine cellar; Yunmo Winery is a representative winery in China's largest producing area.
The Great Wall also has four major factories, and Penglai Factory is a highly modern and intelligent factory. Shacheng factory is the largest factory of Great Wall wine; Huaxia factory is the factory with the strongest wine aging ability; Yunmo Factory is the first factory to apply the concept of gravity brewing and flexible technology.
China is a vast wine world, and the Great Wall has five major producing areas. It aims to "carry" the banner of domestic wine revival, and has the spirit of "leader" among all wine brands in China.
the red background shows the true colors of national wine.
Red is the color of China. China Red symbolizes auspiciousness, happiness, vitality and passion. Red is the deep elegance and romantic mood of wine. Red is the main color of China and the representative color of China people.
Red is a record of the mental journey of the Chinese nation. After generations of inheritance, precipitation, deepening and sublation, the essence of traditional culture has gradually evolved into the background color of China culture, which is permeated with an indelible positive complex of joining the WTO and symbolizes the national character of enthusiasm, forge ahead and unity. It also embodies the true colors of China revolution, the colors of red flag, red scarf and China. China Red is everywhere, all the time.
At the same time, the red national wine is also reflected in the sales of the Great Wall category. Born in a central enterprise, a consumer brand under red capital.
National liquor is the epitome of a country's wine culture and the symbol of a country's mainstream culture. Maotai is the liquor, Great Wall is the wine (red wine) and Qingdao is the beer? The red national wine contains the vision of national brands and embodies the mission of COFCO, a central enterprise.
The quality of state banquets shows the brewing of national wine
In p>1978, China's first bottle of dry white wine was born in the Great Wall Sanggan winery, and in the following forty years, Great Wall wine witnessed more than 8 state banquets held by other countries at all levels. Especially in recent years, the number of times that the Great Wall has become a major state affair and used wine for state banquets has increased significantly, reaching as many as 16 times in the past 217 alone.
It is no exaggeration to say that almost all major historical events since the reform and opening up have been related to Great Wall wine to some extent. Because no matter what big happy events or distinguished guests come to the party and the country, Great Wall wine is always used to celebrate and entertain.
Take Sanggan of the Great Wall as an example. Sanggan Winery of the Great Wall has been accompanied by the rise of a big country. Over the past 4 years, it has brewed endorsements for China with the honor of standard state banquet. From the Olympic Games to the World Expo, from AsiaInfo Summit to APEC China Summit, from the G-2 summit in Hangzhou to Boao Forum for Asia, this year, it has successively boarded the "One Belt and One Road" international cooperation summit forum, the BRICS leaders' meeting in Xiamen and Trump's state banquet in China. On the way to the rise of a big country, the Great Wall has stepped into the world
Countless historical facts tell us that Great Wall wine has always played a special role in the diplomatic arena as a national wine, with the highest honor, constantly interpreting high-quality China brewing.
The Great Wall of liquid shows that national wine plays a big role
The Great Wall has always adhered to the organic integration of corporate sustainable development and social responsibility, and has become one of the most caring and socially responsible enterprises in China.
COFCO has the social mission of "doing our duty for the country, benefiting the tillers and benefiting the eaters". Wine has a strong driving force on the local economy, and many producing areas of the Great Wall are economically underdeveloped areas.
For example, Yunmo Winery and Tiancai Winery, where the Great Wall is located at the eastern foot of Helan Mountain in Ningxia, have solved many employment problems of ethnic minorities.
For Great Wall wine, which enjoys the reputation of red national wine, its contribution to public welfare just reflects the due tolerance and responsibility of national wine.
In the history of wine in the world, no wine has so many social elements as the Great Wall, no wine has been praised by so many consumers as the Great Wall, and no wine has been used to construct a legendary narrative with historical significance as the Great Wall.
just like Li Shi, general manager of Great Wall Wine Division? It is said that "China Great Wall Red National Wine" is a historical opportunity given to the Great Wall by the times. The Great Wall will continue to move forward on the road of reform and opening up, take on new missions, show new achievements, lead the revival of domestic wines, drive the rise of oriental wines, and create the third-class wine in the world, and the Chinese dream of national industry revival.