A glass of Luzhou Laojiao, a tale of story: this web show is on fire!
2022-01-10 by SICC
连续6天报道、推出6期精品视频、国内外同步宣发，1月5日至10日，由四川国际传播中心出品的网络综艺《传家》在全网连续播出，作为一档聚焦中国人生活智慧和处世哲学的文化科普类网络综艺，《传家》第一季就把“川酒”作为主角，走进中国白酒知名品牌——泸州老窖。
Six consecutive days of coverage, six high-quality videos,from January 5thto 10th, promoted simultaneously both at home and abroad, Sichuan International Communication Center (SICC) proudly presents Legacy, a popular web variety show that shares Chinese culture by depicting Chinese people’s ordinary lives to present their wisdom and philosophies. Taking Sichuan liquor as its protagonist, the first season will walk you to Luzhou Laojiao, a well-known Chinese liquor brand.
本组网络综艺创意产品，也是四川国际传播中心联合泸州老窖一同助力四川白酒“出海”的一次新尝试，以中西不同视角感知、讲述、推介川酒文化，全网传播量超6000万，不断掀起传播高潮。
This creative seriesis a new attempt bySICC and Luzhou Laojiao to help Sichuan liquor "go abroad", to perceive, interpret, and promote Sichuan baijiu culture from both Chinese and Western perspectives. With over 60 millionviews across the internet, it is continuing to create a buzz.
1
瞄准海内外年轻消费群体
让“川字号”叫响全球
Target both home and abroad
make the Sichuan brands world famous
去年，四川省印发《四川白酒产业振兴工作推进方案》，明确提出要面向年轻消费群体，持续推进“新生代酒品战略”。川酒久负盛名，“出圈”早已不成问题，想俘获海内外年轻消费群体的心，关键是“出新”和“出海”。
Last year, Sichuan issued a program to promote the Sichuan liquor industry revitalization, clearly puttingforward the strategy of forging ahead with the development of a new generation liquor brand for young consumers. As is known to all, Sichuan liquor has a long-standing reputation,and becomes popular in China. To attract the new generation of customers at home and abroad, the key for developing the Sichuan liquor brands is launching new products and expanding foreign markets.
事实上，从四川到世界，不少“川字号”品牌已经纷纷亮招。此次联合四川国际传播中心出品《传家》系列，正是泸州老窖积极促进四川酒类产业转型升级,激发名酒企业创新发展思路，走进年轻消费群体的务实举动。
In fact, many Sichuan time-honored brands have already made their moves to open the overseas market. The Legacy series program, jointly launched by the SICC and Luzhou Laojiao company, is an effective measure for the company to promote the transformation and upgrading of its liquor industry and stimulate innovation for occupying the young consumers market.
“国际化”和“年轻化”是《传家》系列的两个关键词。《传家》系列采用当下海内外年轻人最喜闻乐见的综艺形式，展示了在这段“24代寻香之旅”中，两位白酒体验官通过完成一道道任务，解开从“一滴水”到“一杯佳酿”背后的“密码”。
The Legacy series program focuses on making the reports more international and easily accepted by using the variety show form that is popular among the younger in the world.
节目中，两位文化体验官不仅化身白大褂实验员，了解酒窖窖泥的“神奇魔法”。还相互之间发起比拼，生动展现了调酒的过程。这样轻松活泼的讲述方式，也引来不少海内外网友点赞，纷纷表示，“作为年轻人，白酒文化比我想象中更有趣”“Wow,Chinese liquor looks so interesting !I wanna try it!”。
The program is centered around two liquor experience officers to start a journey of finding the good Sichuan liquid. The organizers of the program have set many tasks for them. By completing the tasks, audiences get to experience how the liquid was brewed. Besides, the two experience officers work as bartenders to vividly show the process of mixing drinks. The program drew praise from many netizens in the world with someone noting that "As a young person, liquor culture is more interesting than I thought" "Wow, I never expected that Chinese liquor could be so interesting".
2
坚持守正创新
向世界推介四川文化
Stick to orthodox and innovation
and promote Sichuan culture to the world
从一座城和酒的故事到440余年历史的不断传承，《传家》系列讲述的不仅仅是酒。
The series, Legacy, is not only about Chinese Baijiu, but also an unremitting history of a tale of a city and the liquor for over 440 years.
为提升国际传播能力，用心讲好中国故事，四川国际传播中心联合泸州老窖推出的《传家》系列旨在以四川白酒为载体，向世界推介中国文化、中国工艺和中国匠心。
By pivoting around Chinese Baijiu and the determination to internationally promote Chinese culture, crafts and craftsmen’s dedications, Sichuan International Communication Center (SICC) along with Luzhou Laojiao has launched the Legacy variety shows to develop a voice in international discourse to better tell China's stories.
《传家》系列涵盖历史篇、水源篇、窖池篇、师徒篇及酿酒篇等5期主题，并特意邀请了来自红酒之乡——法国的海外传播官和四川国际传播中心双语主播共同走进泸州，通过实地走访、劳作体验、“拜师”学艺等环节，深入了解四川白酒背后的历史底蕴、匠心匠人和代代传承之路。
The series include five episodes in separate topics such as history, water source, brewing masters, liquor cellars and brewing techniques. Joined by French anchorman from the home of red wine and bilingual anchorwoman, the series have been dedicating to deeply delve into the historical background of Baijiu and the inheritance of the techniques from skilled workers through on-site visits, experiences and activities such as “apprentices” role play game.
感受“接风酒”的习俗、“穿越”回古代学习品酒礼仪、漫步沱江追寻一抹纯净，《传家》系列节目以两位文化体验官的白酒之旅为主线，立体展现了四川城市建设、经济发展、文化底蕴、人文风情等等，向世界推介四川文化名片。
To better build up an international billboard for Sichuan to depict a panoramic picture of city construction, economic development, cultural foundation and the quintessence of its people and scenery, the shows take Baijiu as the main storyline, added by experiences of the custom of “welcome liquor” and time travel to the ancient time for liquor manner acquirement and search for the water source from the Tuojiang River.
值得一提的是，《传家》系列在四川国际传播中心官方网站和海外媒体矩阵播出后，其创新的叙事手法和新颖的表现形式，让四川故事走进了不少海外观众心中，纷纷表示：“I didn’t expect Sichuan people to be so enthusiastic about baijiu!” ......
Last but not least, the series have won people’s heart through innovative narrating styles and methods of presentations once they were released on SICC’s official website and social media platforms. “Through the show, I can feel how enthusiastic and generous Sichuan people are!”, “The way Chinese people drink Baijiu is so elegant,” quoted some of the netizens.
据了解，作为中国白酒的领军企业之一，近年来，泸州老窖相继登上世界杯、澳网等国际舞台，向世界打开了一扇了解中国白酒文化的窗口。
ItisknownthatLuzhouLaojiao,oneoftheleadingbrandsinChineseBaijiuindustry,hassponsoredinternationaleventssuchas the World Cup and Australian Open, which has paved the way for the world to appreciate the culture of Chinese Baijiu.
hau：我从来不知道四川人这么喜欢白酒!
Hiking Vincent：很开心能从另一个角度看中国白酒。
reno：我从来没尝试过中国白酒，但能看到这么有意思的故事，棒极了!我想要尝试白酒，也期待更多你们的视频。
Rachel Green：我一直觉得中国白酒比红酒和啤酒更好喝，四川白酒非常有名，通过这个节目我了解到很多四川白酒文化。有机会，也会告诉朋友喝白酒的正确方法!
点击以下链接，回顾《传家》专题报道
Click the link below,review the previous Legacy reports.