In mid-December, at the invitation of the Jitai Private Reserve Secret Brew Project Team of Guizhou Chengyi Sealed Cellar Wine Industry Co., Ltd., I traveled to Moutai along with a group of dealer clients to experience the profound richness of Moutai culture.
Upon entering Renhuai, a moist breeze greets you, with the air thick with the aroma of liquor. Our group checked into the Guojiu Gate Hot Spring Hotel, dropped off our luggage, and eagerly set out to admire the sights of Moutai Town. Right across from the hotel stands the iconic landmark “The World’s Largest Wine Bottle.” This bottle is located in the Yanzijin River Scenic Area, about 5 kilometers from Renhuai City, atop an evergreen hill where it proudly stands as a one-of-a-kind giant wine vessel, known as the World’s Largest Bottle. Its shape is identical to that of a Moutai bottle, and its Feitian brand label, text, and colors have all been proportionally enlarged. From a distance, it resembles a red flower blooming amidst green foliage. Standing on the viewing platform at the base of the bottle, you can gaze over the Yanzijin River Grand Canyon. The river flows rapidly, flanked by steep cliffs. To the left front, a high bridge spans the peaks, connecting north and south, with vehicles of all sizes shuttling back and forth. To the right front, the old Guojiu Gate Bridge has been retired, now only used by pedestrians and closed to vehicles, preserved purely for appreciation.
After dinner, led by staff from the Jitai Private Reserve Secret Brew Project Team, we visited Moutai 1915 Square. Under dazzling lights, people leisurely danced to square dance music. One side of the square is lined with shops brimming with goods, while the other faces the renowned Chishui River, also called the “River of Fine Liquor,” where the Red Army famously crossed four times during the Long March. It’s said that the drinking water for Moutai’s distilleries comes from this river. The square is built against a mountain, with government-planned and decorated architecture lining the ancient-style streets, allowing visitors to immerse themselves in rich Moutai culture. At 8:30 PM, as powerful music began, the Water Dance Show on the Chishui River kicked off. On one side, a huge projection mapped onto the opposite riverbank played promotional videos about Moutai culture. On the other, a fountain adorned with colorful lights danced to the rhythm of the music. Jets of water shifted gracefully with the beat—sometimes rising and falling, sometimes swaying left and right, sometimes forming columns, other times inverted trumpet shapes, resembling elegant dancers. Tourists from all over gathered to witness the spectacle. After the show, everyone moved to the Rainbow Bridge over the Chishui River, the very spot where the Red Army crossed the river four times. The steel cables are decked with wooden planks, and red star-shaped lights decorate the railings. The bridge is strictly for sightseeing and pedestrian use. Visitors took photos on the bridge one after another.
The next morning after breakfast, guided by Dong Peijun, founder of Chengyi Sealed Cellar Wine Industry Co., Ltd., we visited both Huai Zhuang Distillery and Moutai Distillery. We first toured the packaging workshop and ten-thousand-ton base liquor storage area of Huai Zhuang Distillery. In the base liquor cellar, we sampled 30-year-old sealed vintage liquor. On the other side of the cellar, we saw many large and small sealed liquor jars, each bearing a seal with handwritten details of time, name, and serial number in calligraphy. Staff explained that these were stored by customers who trusted Huai Zhuang Group’s storage capabilities. Inspired, several of us, including other clients, decided on the spot to seal our own jars. After appreciating Huai Zhuang’s corporate culture, we visited the packaging workshop of the state-owned Moutai Distillery. Before entering, all personal belongings underwent security checks. Along a long corridor, we watched Feitian Moutai being bottled and undergoing various automated processes on the production line before labels were manually applied—a fact I hadn’t realized beforehand. The workshop displayed the slogan “Control every process, perfect every product.” Management policies hung on every corner of the hallway, a key reason behind Moutai’s enduring success.
After lunch, we visited the Moutai Liquor Culture Museum, where we saw displays of the earliest Moutai brewing workshops, the steps of making sauce-flavor liquor, the development of Moutai through different eras, vintage bottle packaging from various periods, as well as world-renowned promotional videos and honors received by Moutai. These exhibits attracted wave after wave of tourists who snapped photos while listening intently to guides explain the essence of Moutai culture.
In the evening, we enjoyed a round-table feast at the Guojiu Gate Hot Spring Hotel, sampling Jitai Private Reserve Secret Brew. As the drink entered the mouth, its mellow liquid smoothly glided over the tongue, soothing the throat, sliding gently down the throat, and warming the stomach, leaving a long-lasting aftertaste. After several rounds, Tao Haixiang, marketing consultant for Jitai Private Reserve Secret Brew and a renowned Chinese marketing strategist and business development expert, shared insights on the future of the liquor industry under the new economic climate. He introduced collaborative models between manufacturers and distributors, community synergy partnerships, and attractive dealer policies, which earned hearty applause from attendees. Everyone gained confidence in promoting this product. After Tao’s talk, the atmosphere grew even livelier. Guests raised their glasses, drank heartily, and some picked up microphones to sing and dance. In the joyful mood, everyone celebrated late into the night.
The three-day trip to Moutai passed all too quickly, leaving us reluctant to leave. With the lingering scent of liquor in the air, we bid farewell to Moutai Town. Though the journey had ended, we had reached a cooperation agreement with Jitai Private Reserve Secret Brew—giving us reason and opportunity to visit Moutai Town again every year.
Pen Name: Azhe