Facing the fierce foreign wine, how to revive the splendid liquor culture in China and push China liquor to the world? It has become a subject that all liquor enterprises in China must face. In this context, the "golden mean harmony" put forward by Yibin Wuliangye Group has become a banner of liquor industry, showing the essence of China's traditional wine ceremony and virtue: the golden mean spirit shines again in the new era.
China has a saying that "wine is a gift" since ancient times. The essence of Confucian culture is "ceremony". Wine and ceremony were born almost at the same time and have a very close relationship. As early as ancient times, wine and ceremony had an indissoluble bond; By the Western Zhou Dynasty, the rules of wine ceremony had been very specific.
"Zuo Zhuan" says: "The gentleman said:" Wine is a gift, not a prostitute, but also a righteous one. "In ancient times, the output of wine was very small, and it was difficult for ancestors to drink wine at ordinary times. Only at major ceremonies such as sacrifices can we share drinks according to certain rules. " "Only drinking sacrifices" has become an important part of wine ceremony. Duke of Zhou once sternly warned ministers that "drinking only sacrifices, virtue will not get drunk." "Sacrifice can only drink, never allowed to get drunk. Wine, in the eyes of ancestors, is as mysterious and solemn as the sacrifice itself.
At that time, the wine ceremony was a very grand etiquette. In court records, there is a special wine ceremony called "gift", and there is also a "hometown drinking ceremony" in folk ceremonies. The rural drinking ceremony is also a "tribute to the country", which is of great significance. It is not taken from the people, but as "public wine" and "commercial wine". The country supplies raw materials, and the towns and villages give French wine materials to make it self-brewed, and township officials brew it. It is different from the rule that it is not allowed to use public wine to worship ancestors and gods within the family.
With the evolution of history, the technology of brewing is more and more advanced, and the output of wine is also increasing, so people's drinking occasions are not limited to sacrifices. As a result, the wine ceremony has changed from the traditional "drinking only for worship" to respect for the gods of heaven and earth, and to respect for the venerable, the elderly and the guests.
The essence of China ancient wine ceremony lies in the word "golden mean". "If you don't do it, you won't get drunk." If you don't do it, you won't get drunk. There is wine to drink, but you can drink it, but you can't drink it, you can't be greedy, and you can't mess around. As the saying goes, "Shu Ren thinks that drinking is a courtesy", and the premise of wine ceremony is to keep moderate drinking and not to drink too much.
Traditional Confucianism also attaches great importance to etiquette such as respecting the elderly and ranking according to seniority, so we can't confuse the birthright of respecting the elderly and being humble first in the order of seating and drinking. Although the hierarchy is no longer emphasized in the democratic era, the cultural and psychological tradition of respecting the elderly in China is deeply rooted, and it is still a habit to be polite to the elderly when drinking. But this is no longer the strict order for people to drink after their elders "drink", but reflects courtesy, humility and respect for their elders. Since it is "respect", don't "spirits". With everyone's wishes, we must do what we can, and alcohol activities fully embody the word "Huan". This kind of joy is cheerful, not thunderous cheers and dancing "softness". Whether it is to show respect, he qing, to get together for friendship, or to enjoy drinking alone, you should follow the principle of not getting drunk, that is, don't drink too much. That is, neither greed nor alcoholism is still the embodiment of the traditional spirit of moderation and harmony.