“Experts’ Insights into Sichuan Baijiu”: 2024 First Sichuan Baijiu Culture Week Is Launched

9月19日，由四川省文化和旅游厅指导、省直相关部门支持、四川日报全媒体和四川省酒业协会联合主办的2024首届川酒文化周正式启动，由四川日报全媒体打造的川观智库川酒传播研究院正式成立，并现场发布研究院首个成果《川酒品鉴》。由五粮液独家战略合作的“大咖话川酒”作为文化周的重要活动也同步拉开帷幕。

On September 19, the 2024 First Sichuan Baijiu Culture Week was officially launched. This event is guided by the Sichuan Provincial Department of Culture and Tourism, supported by relevant provincial government departments, and co-organized by Sichuan Daily All-media and the Sichuan Alcoholic Drinks Association. Meanwhile, the Sichuan Baijiu Communication Institute of Chuanguan Think Tank, established by Sichuan Daily All-media, was officially launched, and the institute’s first research publication “Guide to Sichuan Baijiu” was unveiled. As a key highlight of the culture week, “Experts’ Insights into Sichuan Baijiu” kicked off simultaneously, with Wuliangye acting as its exclusive strategic partner.

川观智库川酒传播研究院“重装来袭”

Sichuan Baijiu Communication Institute of Chuanguan Think Tank Is Poised to Make a Big Hit

川观智库川酒传播研究院将着力打造“1+4+6”的智库研究体系，围绕1个战略性目标——建设世界级优质白酒产业集群，系统研究以川酒产业的方向性、根本性、全局性和战略性问题为代表的4个问题，全面建设6个体系：世界级优质白酒产业创新体系、市场营销体系、品牌孵化体系、价值推广体系以及全媒传播体系，并在推进川酒全新品牌价值体系的构建过程中，贡献新型主流媒体力量，亮川酒金字招牌。

Aiming to establish the think tank research system featuring a “1+4+6” model, Sichuan Baijiu Communication Institute of Chuanguan Think Tank centers on 1 strategic goal: to build world-class premium Baijiu industry clusters, and conducts systematic research on 4 questions related to the Sichuan Baijiu industry, including the directional, fundamental, comprehensive, and strategic ones. Simultaneously, this institute builds 6 systems in an all-around way for the world-class premium Baijiu industry: the industrial innovation system, the marketing system, the brand incubation system, the value promotion system, and the all-media communication system. Over the course of building these new brand value systems for Sichuan Baijiu, this institute also enhances novel mainstream media’s strength, showcasing the prestigious profile of Sichuan Baijiu.

“我希望从今天开始补上川酒产业文化的这一课，让川酒不仅传播在四川、在中国，还传播在大洋彼岸，美美与共。”四川省委省政府决策咨询委员会副主任、四川省酒业协会副会长焦伟侠表示。

“Given that the Sichuan Baijiu ecosystem is still evolving, I hope we can endeavor to revitalize the Sichuan Baijiu industry culture from today, sharing Sichuan Baijiu culture not just across Sichuan and China, but also with other countries, enabling everyone to savor the essence of our Baijiu”, noted Jiao Weixia, Deputy Director of the Advisory Committee for Policy Decision of the CPC Sichuan Provincial Committee and the Sichuan Provincial Government, and Deputy Chairman of the Sichuan Alcoholic Drinks Association.

除此之外，“‘川’越183 好酒在‘县’”文化采风行动也在现场同步启动，将通过行走式调研探索更多四川特色好酒及四川各地酒业发展行业动态。

Additionally, the cultural initiative, “Travel Through 183 Counties in Sichuan to Explore Premium Baijiu”, also kicked off on-site. Participants will embark on foot to carry out surveys and research into more featured premium Baijiu from Sichuan and learn about the dynamics of the Baijiu industry across this province.

川酒文化周启幕，“大咖话川酒”强势“上新”

The Sichuan Baijiu Culture Week Is Launched and “Experts’ Insights into Sichuan Baijiu” Debuts with Impressive Momentum

作为文化周重要活动，活动现场，由五粮液独家战略合作的大型酒类文化活动“大咖话川酒”强势亮相，作为五粮液携手四川日报全媒体打造的全新IP，“大咖话川酒”将邀请来自文化、艺术、农业、生物、地理、历史等各领域的大家，以开放式讲座+聚焦向沙龙的形式举行，以酒为媒将“和合共生”的五粮液品牌文化与千年蜀韵完美融合，更有效地推动中华优秀传统文化创造性转化、创新性发展，让更多文化遗产活起来，藉酒载道解答川酒文化等优秀传统文化的时代命题。

As a major highlight of the culture week, the large-scale Baijiu culture event “Experts’ Insights into Sichuan Baijiu”, with Wuliangye acting as its exclusive strategic partner, made its public debut with impressive momentum on site. This new IP, created by Wuliangye in collaboration with Sichuan Daily All-media, invites experts from various fields such as culture, art, agriculture, biology, geography, and history to hold open lectures and focused salons. Taking Baijiu as a medium, the Wuliangye brand culture of “harmonious coexistence” is seamlessly integrated with the millennia-old Sichuan culture, effectively promoting the creative transformation and innovative development of excellent traditional Chinese culture, and bringing more cultural heritage to life. Additionally, through Baijiu, experts are able to discuss contemporary topics related to excellent traditional culture such as those surrounding Sichuan Baijiu.

活动现场，“大咖话川酒”第一季正式开讲，首期节目以“好粮酿好酒”为主题，汇集文化、农业、酒业、媒体及酒粮种植领域的专家，以专家讲座+圆桌论坛的形式分享“农耕文明与酿酒传统的关系”“丰饶物产与多粮酿造的肇始”等内容。

At the event, the first season of “Experts’ Insights into Sichuan Baijiu” is officially launched. The first episode themed around “Brewing Superior Baijiu with High-quality Grain”, bringing together experts from fields of culture, agriculture, Baijiu industry, media, and grain cultivation. Through experts’ lectures and roundtable forums, they shared topics such as “the relationship between agricultural civilization and brewing tradition” and “the origins of abundant products and multi-grain brewing”.

“人类酿酒技术的进步都是从研究粮食的组成、转化一步步升级而来，好粮酿好酒，好酒也催生了好粮。”阿来在主题演讲中通过自身的感悟从文化、物产、技艺等角度阐释了好酒背后的好粮密码。他表示，一杯好酒的酿造是在日月照耀、水土滋润的田野中就开始了，并且“酒”不仅仅是和诗文相关的存在，作为一项重要的产业对于国计民生也有着重要的意义。

“The development of human brewing technology has evolved gradually from studying the composition and transformation of grain. By brewing superior Baijiu with high-quality grain, we also promote the cultivation of high-quality grain.” In Alai’s keynote speech, he explained the secret of high-quality grain behind superior Baijiu from the perspectives of culture, resources, and techniques based on his own insights. He noted that the brewing of superior Baijiu begins in fields blessed by sunlight and moonlight, where the soil and water are fertile. Moreover, “Baijiu” is not only related to poetry and literature, but also holds significant importance for the national economy and people’s livelihood as a crucial industry.

在圆桌分享环节，从原粮到美酒的全产业链代表嘉宾共聚一堂，围绕“好粮酿好酒”“多粮食工艺肇始”等主题进行了分享和座谈。

At the session of roundtable sharing, representative guests from the entire industry chain—ranging from raw grain to luscious Baijiu—gathered together to share and discuss topics such as “brewing superior Baijiu with high-quality grain” and “the beginning of multi-grain techniques”.

与会专家和嘉宾认为，本次活动是对川酒文化的一场追溯与创新演绎，从文史和源流的角度很好的传播了四川白酒产业在中国白酒酿造史上的重要地位。作为中国酒业的引领力量，五粮液更是以行业头部的担当，为擦亮川酒金字招牌、持续向世界讲好中国白酒故事展现了自己的创新思考。

Experts and guests at the event deemed that this activity is a retrospection and an innovative interpretation of Sichuan Baijiu culture, and it well disseminates the prominent position of Sichuan Baijiu industry in Chinese Baijiu’s brewing history from the perspective of literature, history, and origins. As a leader in the Chinese Baijiu industry, Wuliangye has taken on a pivotal role, demonstrating its innovative thinking about enhancing the prestigious profile of Sichuan Baijiu and continuing to tell the world the story of Chinese Baijiu.