As we delve into the cultural significance and craftsmanship behind traditional Chinese liquor, we spoke with industry leaders at the recent “Double Ninth Lower Sand” event hosted by Yelang Ancient Liquor. This occasion not only marked the 262nd round of lower sand brewing but also underscored the essence and legacy of Maotai Town’s sauce-flavored liquor production.
On October 12, the event themed “Double Ninth Lower Sand, Lasting Blessings” kicked off a new brewing cycle for Yelang Ancient Liquor. The rituals involved prayers and blessings, representing hopes for rich and flavorful brews in the coming season. As the attendees participated, they witnessed the deep-rooted traditions and craftsmanship that have flourished over the years.
Liu Bangtao, the Executive Vice President and Secretary-General of the Renhuai City Alcohol Industry Association, highlighted the dedication to ancient brewing methods that Yelang Ancient has maintained over the centuries. He emphasized that the 262nd lower sand ceremony serves as a vivid exploration of Yelang’s cultural heritage, allowing guests to engage directly with millennia-old customs and artisanal techniques.
Zhang Cuifu, Partner at Fosun Winery and President of Guizhou Yelang Ancient Winery, spoke passionately about the significance of the “Lower Sand” practice. “It’s the foundation and soul of Yelang’s quality and brand,” he said. He further explained that every step of the brewing process—from the Duanwu Festival’s qu production to the aging process—follows strict traditional methods to ensure that each drop embodies the pure essence of Yelang.
Yugang, Chairman of Yelang Ancient Liquor Co., shared that the brand acts as a bridge connecting past traditions to future innovations. “It allows us to experience the power and charm of heritage while letting every liquor enthusiast enjoy the blessings of a thousand years,” he noted.
The event offered guests insights into Yelang’s diverse cultural appeal, as they toured the production lines, visited the historical Yelang Village, and engaged with modern mixology. Attendees left with a deeper understanding of Yelang’s profound legacy and cultural context.
With a commitment to its roots, Yelang Ancient has maintained its traditional techniques, embodied in the principle of “lower sand brewing,” which has contributed to the recent accolades earned at the Brussels International Spirits Awards, where it stood out among 2811 products from 59 countries.
A noteworthy addition this year was the “Brewing Blessing Forum,” where Yelang explored its unique blessing culture. The ceremonial sealing of wine emphasized heartfelt wishes for various social occasions, from family gatherings to business ventures, aligning with their ethos of sharing joy and prosperity.
In discussing the brewing philosophy, Yu Fangqiang remarked, “Good wine doesn’t come from a single day’s effort—it requires the right timing and the artisan’s dedication.” He stressed that Yelang’s adherence to traditional methods means that each handcrafted batch carries the dreams and wishes of its brewers.
Recognizing the exceptional skills of their master brewers, the event included awards for craftsmanship, with accolades for quality, teamwork, and heritage preservation, celebrating the artisans’ dedication to excellence.
As for future directions, Yelang Ancient has been focusing on accessibility and brand growth. “This year, we’re enhancing our market presence in Dongguan and Puyang, leveraging extensive media coverage for effective brand communication and driving sales for our distributors,” said Tang Huirui, Partner and President of Shede Liquor. He revealed ongoing collaborations between Shede and Yelang to enrich their products and cultivate market opportunities.
Looking forward, the integration with Fosun has opened doors for Yelang to utilize Shede’s resources and technology, with a focus on enhancing product quality and exploring new market channels. Tang confirmed, “By strengthening our product offerings, we aim to be a leading source of traditional sauce-flavored liquor, while expanding our reach nationwide.”
In essence, Yelang Ancient continues to honor its time-honored traditions while innovating for the future, ensuring that each bottle reflects a rich heritage and promises the exceptional quality that has been the hallmark of its craft.
