National People's Congress Deputy Chen Bairong: Suggest forming an international standard working group for Baijiu to promote the establishment of an independent classification and standard system for Chinese Baijiu within international organizations.

When the brewing industry is incorporated into the “Historical Classic Industry” and is in a critical stage of quality improvement and efficiency enhancement, National People’s Congress representative, top-level sommelier, and Shede Spirits Technology Research Institute’s wine body designer Chen Borong offers suggestions on two main directions: inheriting and innovating the historical classic brewing industry and building a new culture for the liquor industry.

Currently, the Baijiu industry is entering a deep adjustment period. Preserving the foundation, stimulating vitality, and expanding globally are key to breaking through. Chen Borong recommends adopting a path of “inheritance + innovation + internationalization” to promote high-quality development of the historical classic brewing industry.

He believes that, considering the practical needs of protecting traditional craftsmanship and cultural heritage, a national-level liquor cultural heritage protection list should be established, listing Ming and Qing kiln sites and traditional brewing workshops as “living cultural relics,” with dedicated repair funds; a special fund for the protection of traditional brewing techniques should be set up, and a comprehensive inheritance system should be improved. This includes implementing a dual-track system of master-apprentice transmission and university training to prevent skill loss.

Regarding the value transformation of liquor culture, Chen Borong suggests supporting the construction of a liquor culture IP matrix, linking it with cultural tourism development and liquor culture experience routes; building a national digital resource library for liquor culture; creating immersive experience scenarios; encouraging the development of cultural and creative products and cross-industry collaborations to broaden cultural dissemination and attract young consumers.

In activating the momentum of historical industries through digital intelligence technology, Chen Borong proposes establishing a special fund for digital transformation in the liquor industry to support small and medium-sized enterprises in adopting intelligent brewing equipment and supply chain management systems; and constructing a unified digital standard system for the industry.

In terms of cutting-edge research, he recommends leveraging the role of “industry-university-research-application” innovation alliances, collaborating with universities and research institutions to study flavor substances and health factors; promoting green, low-carbon brewing and recycling processes; guiding enterprises to develop low-alcohol, healthy, and convenient products to meet diverse consumer needs.

To enhance the international market discourse power of Baijiu, Chen Borong emphasizes the need to accelerate the development of an international standard system for Baijiu. This includes establishing a national-level working group for Baijiu international standards, promoting the creation of an independent classification and standard system within international organizations, strengthening mutual recognition of standards with major trading countries, simplifying procedures, and reducing tariff barriers.

Additionally, supporting enterprises to build overseas experience centers and marketing networks, developing low-alcohol products suited to overseas tastes, and providing export tax incentives and cross-border logistics subsidies will help increase international market penetration.

Beyond industry strength, accelerating the construction of new liquor culture is also an intrinsic requirement for high-quality industry development. Chen Borong suggests improving intellectual property protection and standard systems for liquor cultural products, regulating market order; leveraging industry associations to guide honest business practices and fair competition.

Regarding steps to promote industry integration, he recommends establishing a liquor culture innovation fund and building a platform for industry-university-research cultural innovation; focusing on promoting integration of liquor tourism, liquor + cultural and creative industries, creating immersive consumption scenarios, and extending the industrial chain.

For international communication channels, Chen Borong states that using more internationalized language and modern aesthetics to tell China’s liquor culture stories is essential; establishing cultural exhibition centers and experience stores overseas to enhance China’s liquor cultural influence internationally.

In terms of talent support, efforts should be made to cultivate versatile talents in brewing, cultural creation, and marketing. Flexible talent introduction mechanisms should be established to attract high-end talents domestically and abroad. Improving talent incentive and protection systems will provide intellectual support for the construction of new liquor culture.

Writings by Lin Chen

Edited by Xu Nan

(Edited by Lin Chen)

Keywords: Shede Spirits Baijiu