Moutai Magazine - International Edition Issue 29 AUTUMN 2020 by MOUTAI Magazine - International Edition

29 AUTUMN 2020

Gao Weidong: Jointly Promote the Industry's High-Quality Development 高衛東：共推行業高質量發展

Fill the Eurasia with the Mellow Jiang Flavor 歐亞大陸，馥郁「茅」香

Ju Bin: The Art of Coexistence between Man and Space 琚賓：人與境的共處藝術

The Harvest Season 金風玉露

Splendid

韶光

MEET THE TEAM

Axi

CHINA KWEICHOW MOUTAI DISTILLERY (GROUP) CO., LTD.

Maotai, Renhuai City, Guizhou Province, China 564501 KWEICHOW MOUTAI CO., LTD. Maotai, Renhuai City, Guizhou Province, China 564501

Production & Advertising Sales Agent: A renowned cultural blogger. A fan of David Bowie, hats and whisky. His cooperation brands and organizations include Cadillac, Chanel, Montblanc, Visa, Adidas, SK II, Martel, Absolut, Oppo etc.

Johnny

ER HONGKONG HOLDING LIMITED Room 2501, 25/F, Sino Plaza, No.255-257 Gloucester Road, Causeway Bay, Hong Kong

Tel: (852) 3580 2598 Fax: (852) 3580 2588 Publisher Francis Wong Chief Executive Officer Christine Yin

Johnny is experienced in brand and marketing promotion. His clients include Forbes Global 500. As a diving enthusiast, he is keen on generating marine conservation and sustainable development knowledge.

Ka Hin

Chief Executive Editor Jocelyn Chenlin Liao Art Director Johnny Woo Senior Project Editor Laura Su, Olivia Kwan Photographer Han Xingxi, Li Lewei Translator Billy Yung, Olivia Kwan Project PR Meng Yuan, Mocha Du

Ka Hin is a specialist in investor relations. He is also the host of many financial press conferences as well as a financial news reporter.

Special Thanks :

Marketing Executive Nikita Wan, Candy Yeung Advertising Enquiry Tel: (852) 3580 2598 Email: er-hk@everreliable.net

Moutai Magazine (International Edition)

is published quarterly by ER HONGKONG HOLDING LIMITED under a license by KWEICHOW MOUTAI CO., LTD.

Reprints, copy or use of any content in this magazine whether in whole or in part, shall only be allowed with the explicit written permission of KWEICHOW MOUTAI CO., LTD. No responsibility can be taken for unsolicited texts and photographs. The views and opinions expressed or implied in the articles do not necessarily reflect the opinions of the publisher, editors or the license holder. All contents in this magazine have been complied with the best of our knowledge, but no warranty or representation is given as to its accuracy, completeness, relevance, timeliness or otherwise. Moutai Magazine (international edition) appears quarterly with editions published under cooperation or license in two languages.

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Endless Happiness

未央

“Autumn is a second spring when every leaf is a flower.” -- Albert Camus In Moutai Magazine issue 29, we will: Reunite in the Harvest Season; See How Solar Terms in Autumn Affect the Making of Moutai Liquor; Welcome Another Year's Prime Time for Processing Sorghum; Review Moutai’s Autumn Overseas Events in Eurasia; Discuss with Gao Weidong Regarding the Promotion of High-Quality Development of China’s Baijiu Industry; Converse with Ju Bin about the Coexistence between Man and Space; Travel Back in Time to Join Some Famous Banquets with Literati; Understand the True Meaning of “Fully Enjoy Ourselves When We Feel Pleased”; And Fly Across the Pacific Ocean to Have a Glass of Magic Mojito.

「秋是第二個春，此時，每一片葉子都是一朵鮮花。」 — — [ 法國哲學家 ] 阿爾貝· 加繆本期 Moutai Magazine，我們將：相聚在年豐歲稔之時；

了解秋日節氣如何影響茅台酒的釀造；迎來茅台美酒新一年的重陽下沙；

回顧秋季茅台在歐亞大陸的精彩活動；來到第九屆中國白酒峰會，

和茅台董事長高衛東探討行業高質量發展；與琚賓共話人與境的共處藝術；

回到古代，奔赴文人雅士的酒局；品味唐朝詩與酒的完美結合，

體會「人生得意須盡歡」的灑脫；再回到現在，穿越太平洋，

喝一杯富有魔力的「莫希托」。

MOUTAI MAGAZINE

MOUTAI MAGAZINE CO NTENT

ISSUE #29 2020

SPECIAL

10 COVER STORY

Gold is the color of autumn, and autumn is the season of harvest and a key time for

liquor-making. The cover of issue 29 presents a heart-warming autumn scene: under the golden sunlight, wisps of steam rise continuously from the distillery as the aroma of fine liquor lingering in the air with the autumn breeze.

秋天至，金風起，是秋收的好時分，亦是釀酒的關鍵時機。本期封面呈現了一幅溫暖的秋日景象：在釀酒坊，一縷縷的熱氣縹緲在金色日光下的大地，伴隨一陣秋風，酒香千里飄，豐收了彼此。 8

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C O NT ENT

The Perfect Time for Reunion 歲稔時，宜相聚 Moutai Liquor and Traditional Solar Terms in Autumn 秋日節氣與茅台酒 Here Comes Another Year's Prime Time for Processing Sorghum 又是一年下沙時不是春來勝似春

Fill the Eurasia with the Mellow Jiang Flavor: A Review of Moutai's Autumn Overseas Events 歐亞大陸，馥郁「茅」香：茅台秋季海外活動回顧

Gao Weidong: Gathering Strength and Wisdom to Jointly Promote the Industry's High-Quality Development 高衛東：積力而舉，眾智而為，共推行業高質量發展

Ju Bin: The Art of Coexistence between Man and Space 琚賓：人與境的共處藝術

36 42

ETIQUETTE 禮 I Would Love to Join These Banquets if I Could Travel Back in Time 如果能回到古代，我想去這幾個酒局

Fully Enjoy Ourselves When We Feel Pleased 得意須盡歡

Magic Mojito 魔力「莫希托」

Moutai on the World Map 茅台在全球

78 MOUTAI MAGAZINE

The Perfect Time for Reunion Text/ æ&#x2013;&#x2021; littlekwan

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NATURE å¤©

MOUTAI MAGAZINE

Jingwen (Zeng Liu Jingwen), "Do not forget the loveliest

scene of the year, when oranges are yellow and tangerines

are green." In Liu Yong's Tinkling Heavy Rain (Yu Lin Ling),

"holding hands, we look into each other's teary eyes, unable to utter words" expresses the tenderness of lovers who are reluctant to say goodbye to each other. In fall, there were both sorrow and happiness.

Speaking of happy autumn, "harvest" must be the major

f each season of the year is given a

temperament, then I think winter is melancholy as the frosty Northern Europe, spring is gentle

theme, and the three traditional festivals during this season make "reunion" another indispensable keyword, enriching the significance of happiness in fall.

"If the love for each other goes on as ever, why need they

as the cherry blossom in Japan, summer is passionate as the

stay together day and night?" These words that Yang Guo

as the archaic ancient China.

a cliff and said to XiaolongnĂź, his mentor and lover, came

coastal Southern America, and autumn is of antique beauty Perhaps it is the coolness of the autumn breeze that

evokes poets' affection; or perhaps it is the red autumn

leaves that enrich the colors in the eyes of poets, poems

about fall are always so sentimental. In A Joyful Rendezvous

(Xiang Jian Huan), Li Yu expressed his sadness through portraying the bleak scenery in autumn, "On guarded

grounds lonesome phoenix trees apprehend the works of

a brisk autumn." Su Shi merrily wrote about the beautiful

harvest scene in his work Wash Stream Sand (Huan Xi Sha),

and genuinely encouraged his friend in the poem To Liu

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in "The Return of the Condor Heroes" stood on the edge of from Meeting across the Milky Way (Que Qiao Xian) by the Song poet Qin Guan. The story behind this poem was the

eternal story of the Cowherd and the Weaver Girl. Legend

tells that the granddaughter of the Emperor of Heaven, the Weaver Girl, was good at weaving. Myth says that the rosy

clouds in the sky were woven by her. Tired of the boring life of weaving every day, the Weaver Girl secretly fell into the mortal world and married a cowherd after falling in love

without telling her grandfather. The Emperor of Heaven was so furious after hearing the news, so he forcedly separated

NATURE ĺ¤Š worship of numbers and time. Ancient folks listed the first day of the first lunar month, the second day of the second lunar month, the third day of the third lunar month, the

fifth day of the fifth lunar month, the sixth day of the sixth lunar month, the seventh day of the seventh lunar month and the ninth day of the ninth lunar month as the seven lucky days when the connection between heaven, earth

and human occurred. The main activities on the "Double

Seventh Festival" are to pray for skillfulness, marriage and

the wellbeing of children, especially active in the southern region of Fujian Province. People will compete with each

other on their skill of threading a needle. Who thread the most needles in the fastest speed will be blessed to be

skillful in craftsmanship. The written record of this custom

can be traced back to Festivals and Seasonal Customs of the

Jing-Chu Region from the Southern Dynasties. To pray for happy marriage, people will also set up various sacrificial supplies under the starry sky as the Tang poet Du Mu has

described, "Watch the star Altair (the Cowherd) meeting the star Vega (the Weaver Girl)".

As they witness the reunion on the Milky Way, they wish

they will encounter such loyal love in their life.

"I only hope that we may live a long life and share the

moon's beauty though we are a thousand miles apart." Teresa Teng's "Wish You're Here Forever" was adapted

from Su Shi's Prelude to Water Melody (Shuidiao Getou)

composed on the day of the Mid-Autumn Festival of the

ninth year of Xining (1076 CE), when he and his brother

Su Zhe have been apart for seven years. Facing the bright moon in the sky, Su Shi wrote this poem as he thought of

his brother. Originated from the worship of moon during the Autumnal Equinox, the tradition of celebrating the them by taking his granddaughter back to the Heavenly

Palace and only allowed them to meet once on the seventh day of the seventh lunar month every year. The faithful love between the Cowherd and the Weaver Girl moved

the magpies. On the day of their rendezvous, numerous

magpies would gather together and build a bridge with their bodies across the Milky Way so the lovers could meet on the bridge. This famous ancient tale made the Chinese traditional "Double Seventh Festival" now the

Chinese "Valentine's Day". Originally, the "Double Seventh Festival" was originated from ancient

people's worship of natural celestial phenomena,

which was the day they worshipped the star Vega, the brightest star in the northern constellation of Lyra. The star later was granted by folks the

symbolization as a goddess, who was a weaver,

and also a guardian angel of loving couples, women and children. The date of the seventh day of the

seventh lunar month was also related to people's MOUTAI MAGAZINE

Mid-Autumn Festival could be traced back to the Shang

praising the moon. Tang poet Li Bai once wrote, "When I

Following the lunar calendar, the fifteenth day of the

I thought maybe it was a mirror hanging from the sky,

Dynasty, and became really popular after the Song Dynasty. eighth lunar month is in the middle of the second month of autumn, thus the name "Mid-Autumn". On this

day, the moon appears fully illuminated

from Earth's perspective, symbolizing the family reunion in China, which has given rise to the custom of

appreciating the moon at the Mid-

Autumn Festival. This tradition was

extremely popular in Chang'an in the Tang Dynasty, and

many poets wrote poems

was little, I called the full moon a white jade plate. Then floating in the crystal blue clouds. Later, the legs of the fairy first came into sight, and then I saw a flourishing

osmanthus tree. A hare beside was grinding the medical

herbs. I can't help asking with whom it will share." Behind his smooth verses hidden a touching story related to the

festival: "Chang E Flying to the Moon". It was believed in the distant past that there used to be ten suns in the sky.

Its overly scorching heat dried up the lake and people were suffering. At that time, a hero named Hou Yi volunteered to use his bow to shoot down nine needless suns on the peak of Mount Kunlun. The Queen of Heaven gave Hou

Yi an elixir of life as a reward. It was said that half of the

elixir could make a person live forever and the whole elixir could make a person instantly become an immortal living

in heaven. Unwilling to leave his wife Chang E, he gave the

elixir to Chang E for safekeeping. However, Hou Yi's disciple was coveting the elixir. He threatened Chang E to hand over the elixir of life. To protect the elixir from being taken by such a treacherous person, Chang E had no choice but to 14

SEP 2020

NATURE 天 take the elixir herself. Reluctantly, she floated away from

the ground and flew towards the sky because she already

became an immortal. Out of her love for Hou Yi, she chose

to stay on the moon which was the nearest to the earth. She always stood by an osmanthus tree with a jade hare nearby and looked back on the earth. One day, the heart-broken

Hou Yi was advised by an immortal regarding how to see Chang E again. He was told to make some round-shape

pastries, place them in the northwest corner in the room

and continuously call out Chang E's name at the full-moon night, and then Chang E would come home in the middle

of the night. After hearing this myth, many children would

stare at the moon at the Mid-Autumn Festival, trying to find the silhouettes of Chang E and the jade hare. In addition to worshipping the moon, people also have the custom

of lighting lanterns. Usually, the lanterns are made into

different shapes, painted with different colors and marked with lucky words, creating a festive vibe in the lantern

fair where parents take their children to solve riddles and

where young lovers enjoy their romantic date. Just imagine, a bright round moon hung in the sky, reflecting its silver

glow on the earth, where numerous lanterns were lighted

up and looked like stars falling on the ground, how peaceful and romantic. On such a beautiful night, the reunited

people gather together to appreciate the full moon while

enjoying moon cakes with sweet rice wine fermented with osmanthus flowers, cherishing their time being together.

"On the Double Ninth Festival, we drink chrysanthemum

wine and climb the mountain, just like the old tradition." This is what Tang poet Cen Shen wrote in his poem

Accompanying Feng Changqing to Climb the Mountain

on the Ninth Day of the Ninth Lunar Month. According to I Ching, nine is a "yang" number. Therefore, ancient

Chinese believed the ninth day of the ninth lunar month was with double luck. The earliest written record of

customs at the Double Ninth Festival could be traced back

to Master Lü's Spring and Autumn Annals (Lüshi Chunqiu)

compiled around 239 BC under the patronage of the Qin Dynasty Chancellor Lü Buwei, proving that there were

already activities of offering sacrifices to ancestors with

large-scale banquets to thank the Emperor of Heaven and pay back ancestors' grace. Starting from the Wei and Jin

an aged man still with the temperament as an adolescent. Behind the custom of climbing a high mountain, there were also some similar stories with minor differences. Generally, ancient Chinese people believed they could

protect themselves against danger and bad luck by climbing the mountain, wearing the Zhuyu plant and drinking

chrysanthemum wine on the day of the Double Ninth

Festival, which has passed on from generation to generation and gradually became a custom. Since the pronunciation

of "nine" in Chinese is a homonym to "longevity", the ninth day of the ninth lunar month is regarded as a festival for

the elderly. Therefore, people nowadays will also reunite with their family and give their blessing to the elderly in

the family. Since autumn is a refreshing season, people also continue the tradition of climbing the mountain with their family.

The autumn breeze is not as piercing as the winter wind.

Dynasties, the atmosphere of celebrating the Double Ninth

Its coolness is just right to set off the warmth of family

chrysanthemums, there emerged plenty of poems chanting

it doesn't look bleak as everywhere has turned golden

Festival became stronger. With the customs of appreciating

this kind of flower. Praising Chrysanthemums at the Double

Ninth Feast by the Tang poet Bai Juyi was worth savoring, "The garden is filled with golden chrysanthemums, but I

notice there is a lonely bunch of frosty white ones right in the middle." While portraying the distinct beauty of white

chrysanthemums among the yellow ones, he used the white

reunion. Though autumn leaves are not as green and lush, when the leaves fall onto the ground. The land in our home town must be dyed into different colors by the harvested fruits and grains. What a perfect time for reunion.

chrysanthemums as a metaphor to compare to himself,

MOUTAI MAGAZINE

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NATURE 天

如

韻。

果要給一年四季中的每個季節賦予一種氣質，那麼私

分別七年沒能團聚。面對著皓月當空，他揮筆寫下了這首詞，以表

夏天洋溢南美海灣的熱情，而秋天最具華夏古典的神

上古時代，定型於唐朝初年，盛行於宋朝以後。農曆八月十五恰逢

以為冬天是北歐冷峻的憂鬱，春天如東洋櫻海般溫柔，

或許是因為秋風透著習習涼意，喚起了詩人的多情；又或許是

那霜天紅葉、遍地金黃的秋景，豐富了詩人眼前的色彩，關於秋天的詩句，總是那麼風情萬種。李煜在《相見歡》中一句「寂寞梧桐

深院鎖清秋」借蕭瑟的秋色抒發滿懷離愁；蘇軾在《浣溪沙·徐州藏春閣園中》中描繪出一幅「慚愧今年二麥豐，千畦細浪舞晴空」的絕美豐收畫面，滿心喜悅，又在《贈劉景文》用一句「一年好景君需記，最是橙黃橘綠時」假秋末的景色勉勵好友；柳永《雨霖鈴 ·寒蟬淒切》中，「執手相看淚眼，竟無語凝噎」是有情人在秋後依依惜別的柔情。既有「悲秋」，也有「樂秋」。

「收穫」必然是「樂秋」的一大主題，而金秋時節的三個中國

傳統節日，讓「重逢」和「團圓」變成秋天不可或缺的關鍵詞，也讓「樂秋」有了更飽滿的意義。

「兩情若是久長時，又豈在朝朝暮暮。」《神雕俠侶》中，楊

過立於斷崖邊，對小龍女念出的話語，讓多少人為之動容。而這句

蕩氣迴腸的情話，出自宋代詞人秦觀的《鵲橋仙·纖雲弄巧》。背後的故事，便是牛郎與織女的千古佳話。傳說古代天帝的孫女織女擅長織布，每天給天空織彩霞。她厭倦這種枯燥的生活，於是偷偷落入凡間，私自嫁給河西的牛郎，過上男耕女織的生活。此事惹怒了天帝，把織女捉回天宮，責令他們分離，只允許他們在每年的農曆七月七日相會。他們堅貞的愛情感動了喜鵲，無數喜鵲在相會之日用身體搭成一道跨越天河的喜鵲橋，讓牛郎織女在天河上相會。這個中國古代著名的民間傳說，為中國傳統的「七夕節」賦予了愛情的意義，使其逐漸演變成現在人們心中中國的「情人節」。七夕

對胞弟的無限思念。中秋節也源自天象崇拜「秋分祭月」，起源於秋季第二個月，所以稱「中秋」。在這一天，因天象規律，月亮圓滿，人們以月圓兆團圓，寄託思念故鄉和親人之情，祈盼幸福和團圓，也衍生出中秋賞月的風俗。這一風俗在唐代的長安一帶極度盛行，許多詩人的名篇中都有詠月的詩句。李白的《古朗月行》便是經典的詠月詩之一：「小時不識月，呼作白玉盤。又疑瑤台鏡，飛在青雲端。仙人垂兩足，桂樹何團團。白兔搗藥成，問言與誰餐？」行雲流水的筆觸道出一個與中秋節有關的神話故事——嫦娥奔月。傳說后羿射日後，西王母賜其不老仙藥。后羿不捨得吃下，便交於妻子嫦娥保管。後因受到后羿門徒覬覦和脅迫，嫦娥只好吞下仙藥，無奈之下向天上飛去。因不捨后羿，嫦娥就停留在了離地球最近的月亮，從此長居廣寒宮。她時常站在月亮上的桂樹旁，與地球上的后羿深情對望，身邊還有一隻玉兔。一日，一位仙人向后羿指點了方法：在八月十五月圓之夜，用麵粉團成如圓月的形狀，放在屋子的西北方向，再連續呼喚嫦娥的名字，三更時分，嫦娥就可以回家團聚。聽說這個神話故事後，很多孩子都會在中秋那天盯著天上的滿月，試圖找到嫦娥和月兔的影子。除了祭月，人們也有「燃燈」

的風俗，以助月色——用竹條扎成燈籠，做成果品、鳥獸或魚蟲形，寫上吉祥字樣，再上糊色紙繪各種顏色。燈會上，大人們帶著孩子一塊猜燈謎，年輕男女也在暖黃色的燈火間送秋波。試想一下，天上一輪明月，地上銀輝滿地，人們點起的燈籠星星點點，是多麼浪漫、祥和的景致。在這樣美好的月圓之夜，團圓的人們歡聚一堂，邊吃月餅邊賞月，有些地方還會配上香甜的桂花酒，甜甜蜜蜜，闔家歡樂。

「九日黃花酒，登高會昔聞。」農曆九月九，重陽之日，喝酒

節最早衍生於古人對自然天象的崇拜，是每年農曆七月七日拜祭「織

登高。在《易經》中，「九」為陽數，「九九」兩陽數相重，故曰

之為「七姐」，既是編織雲彩、紡織業者，也是情侶、婦女、兒童

日子。重陽節可追溯到上古時期，《呂氏春秋·季秋紀》載：「（九

女星」的日子。織女星這一星宿後來衍化成神話中的女神，民間稱的保護神，於是七夕也被稱為「七姐誕」或「乞巧節」（因織女手巧）。農曆七月初七這個日子也與古人對數字和時間的崇拜有關。古代民間把正月正、二月二、三月三、五月五、六月六、七月七、九月九這「七重」列為吉慶日。「重日」在中國古代被認為是「天地交感」、「天人相通」的日子，而「七七」又有雙吉之意，吉上

加吉。七夕節的主要活動是祈福許願以祈求巧藝、姻緣和孩子平安，在閩南地區尤為活躍。其中，「七夕斗巧」是特別常見的民間習俗，有多種不同形式，如「賽巧」、「對月穿針」等，都是在考驗人們的手巧能力——穿的線越多越快，意味著乞到的巧越多，未來會是一個巧手之人。南朝梁宗謀《荊楚歲時記》也提及：「七月七日，

是夕人家婦女結彩樓穿七孔外，或以金銀愉石為針。」為祈求姻緣，人們也會在七夕夜晚擺上各種祭祀用品，朝天祭拜、觀星。所謂「坐看牽牛織女星」，人們在「見證」牛郎織女一年一度重逢的同時，也祈禱自己能夠遇上忠貞不渝的愛情。

「但願人長久，千里共嬋娟。」《但願人長久》中，鄧麗君溫

婉的歌聲將悠悠深情娓娓道來。這首經典曲目改寫自蘇軾於熙寧九

年中秋作下的《水調歌頭·明月幾時有》。當時蘇軾與胞弟蘇轍已

「重陽」。九九歸真，一元肇始，因此古人相信九九重陽是吉祥的月）命家宰，農事備收，舉五種之要。藏帝籍之收於神倉，祗敬必飭。是日也，大饗帝，嘗犧牲，告備于天子。」這是關於重陽習俗最早可見的文字記載，可見當時已有九月秋收之際祭祖以謝天帝和祖先恩德的活動，伴隨著大型的宴飲活動。從魏晉起，重陽節日氛圍漸濃，有了賞菊的習俗，備受文人墨客吟詠。唐代詩人白居易的《重陽席上賦白菊》更饒有趣味：「滿園花菊鬱金黃，中有孤叢色似霜。」既是詠在黃菊中一枝獨秀的白菊，也借白菊表達自己雖然年邁卻不乏少年般的情趣。關於重陽登高的傳說細節也各有不同，但故事大同小異，都是在九月九日登上高處，佩插茱萸，飲菊花酒

以避禍消災，後人代代相傳，漸成風俗。近代以來，因「九」是「久」的諧音，有長長久久、健康長壽的隱喻，九月初九又被賦予了「敬老節」、「老人節」的新含義。所以，現在人們會在重陽節聚在一起，給家中的老人帶來祝福。也因秋高氣爽，登高望遠令人心曠神怡，也有全家人一起登山秋遊的活動。

秋風不似冬風般刺骨凌冽，恰到好處的微涼更顯團圓的溫暖；

秋葉不再郁郁蔥蔥，遍地金黃卻也不覺蕭瑟，想必家鄉的土地也被豐收的碩果染成繁茂的顏色。秋韻當前歲稔時，正是相聚好時候。 MOUTAI MAGAZINE

Edit/ ç·¨ Ziyang

Moutai Liquor and Traditional Solar Terms in Autumn

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NATURE å¤©

MOUTAI MAGAZINE

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NATURE ĺ¤Š

s time enters the golden autumn, everywhere is filled with the joy of harvest.

The harvest of farming is closely related to

the rhythm of nature. Our intelligent ancestors conformed to the farming season and formulated a system to guide the farming activities by constantly summarizing the

To be specific, this ingredient will be boiled and steamed for nine times, cooled down and fermented for eight times and the liquor will be collected for seven times. These features

of "Hong Yingzi" are what make the exquisite craftsmanship of Moutai liquor possible.

The term after "Chu Shu" is "Bai Lu" (also known as

relationship between climate change and crop growth as

"White Dew"), when the temperature difference between

called "twenty-four solar terms", which is an important part

the night time, dews are generated as the old saying goes,

well as recognizing the season patterns. This system is

in the lunar calendar. As a product of deep agricultural

processing, fine liquor made from grains is also closely

related to the "solar terms". For the production of Moutai liquor, autumn is a critical time node.

Among the four seasons, autumn is the season when the

temperature is shifting from hot to cold, corresponding to "the alternative of Yin and Yang" in the Oriental culture. According to The Guanzi, a famous ancient Chinese

political and philosophical text, "the Yin Qi (vital energy) begins to descend in autumn, so everything is going to

day and night increases. As the temperature drops during "the moisture of water and soil condenses out as dews, and the air begins to be cold." As autumn is associated with the

metal element out of the five elements and the color "white" according to the Oriental culture in Chinese tradition, the color of dews generated in autumn is also considered as

white, thus the name "white dew". In this solar term, the summer heat has already dispersed from Maotai town,

preparing the perfect time for the production of Moutai liquor.

"Qiu Fen" is the fourth solar term in autumn, which

be harvested." "Li Qiu" is the first solar term in autumn,

is also recognized as "Autumnal Equinox". It is said that

are plenty of farming proverbs related to the day of "Li Qiu",

when the duration of day time and night time as well as

which simply refers to "the beginning of autumn". There such as "when thunder strikes the beginning of autumn,

there will be poor harvest in the winter" and "there should be no worries about crop failure if the day of 'Li Qiu' is

sunny all day." Therefore, as the starting point of officially

entering autumn, people believe that the day of "Li Qiu" is particularly crucial for farming activities.

Around half a month later comes the term "Chu Shu"

which simply means "the end of heat", and the feature of this term can be easily told from the name. Usually, the

weather in "Li Qiu" is still relatively hot as in late summer, but upon the arrival of "Chu Shu", the weather will begin

to be more autumn-like. "The harvest season" that people

talk about is referring to this solar term. During "Chu Shu", the unique glutinous sorghum only grown locally called

"Hong Yingzi", the main ingredient of Moutai Liquor, begins to mature. Compared with other kinds of sorghum, "Hong Yingzi" has relatively smaller grains, thicker skins and

higher amylopectin contents. Its solid and full grains are

tough enough to go through the several rounds of boiling, steaming and fermentation, ensuring good liquor quality.

"during Autumnal Equinox, Yin and Yang reach to a balance, the temperature are also balanced." The Chinese culture

emphasizes the balance of Yin and Yang, and the making process of Moutai liquor also complies with the balance

of Yin and Yang. Moutai people know very well the Taoist natural rule of "maintaining the harmony between man and nature" that they start to produce yeast around the Dragon Boat Festival (the fifth day of the fifth

lunar month) when the temperature reaches

the highest point and

then feed the sorghum

around the Double Ninth

Festival when the weather is cool, creating the most mellowing and delicious Jiang-fragrance

liquor under the

blessing of the unique natural

MOUTAI MAGAZINE

environment in the Chishui River region.

because "water can nourish the spirit of liquor". In addition,

shorter while the night time becomes longer. It is a solar

fermentation and microbial growth. Therefore, "Frost's

As "Han Lu (Cold Dew)" arrives, the day time becomes

term signifying "late autumn", also the first among the twenty four terms named with the word "cold". With

the deepening of autumn, Maotai town will usher in the

season of "sorghum processing", awaiting the new round of production of Moutai liquor.

In the next term, as the temperature further drops,

dews on the ground will be frosted. As the last solar

term in autumn, "Shuang Jiang" is also known as "Frost's

Descent", which coincides with the Double Ninth Festival. Winter is just around the corner. For Maotai town, this

solar term has a more practical significance that it is the

season for "sorghum processing (material feeding)". Since the temperature drops and the rainy season ends, the

Chishui River becomes clear, making the water quality

the best of the year, which is important for liquor making

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the temperature during this term is suitable for grain

Descent" is the perfect time for liquor making. Since the

raw material "Hong Yingzi" sorghum of Moutai liquor has

smaller yet fuller grains with the color of dark garnet red,

local people also call it "sands". Basically, the liquor makers

moisten half of the sorghum used for making Moutai liquor throughout the year with boiling water, steam them in a

caldron, then cool them down and mix them with yeast for the "open fermentation" later. The "open fermentation" is the unique and core technique of making Moutai liquor. After the "open fermentation" is completed, fermented grains will then be sealed and stored in cellar pits for

"closed fermentation" to prepare for the second "material

feeding process" one month later, when the second half of the sorghum will be used. With the experience of liquor

making for over thousands of years, Moutai people have

NATURE ĺ¤Š

generated the traditional custom for making liquor at the Double Ninth Festival based on seasonal changes of the

natural environment in the Chishui River region. There is a

popular saying about this custom, "during the Double Ninth Festival, the sorghum processing fills the caldrons with

aroma, and the fermentation fills the Chishui River with

Jiang fragrance." In order to promote and inherit the history and culture of Moutai liquor, Moutai people will hold the

libation event at the Double Ninth Festival (the 9th day of the 9th lunar month) every year.

"Here comes the Double Ninth Festival again, and it is

time for the 'red sands' to become fine liquor." Along with

the Double Ninth Festival in October, Moutai people usher

in the new year of "sorghum processing", marking that the producing activities of Moutai liquor have entered a new cycle. The mellow Jiang fragrance of Moutai liquor will suffuse the Chishui Valley once again.

MOUTAI MAGAZINE

時

間踏入金秋，四處都透著豐收的喜悅。

起點，立秋日對農事顯得尤為重要。

農時，不斷總結氣候變化與農作物之間的關係，認知

意味著進入「氣象意義」的秋天。我們常說的「收穫的季節」，一

是「二十四節氣」，是農曆的重要組成部分。以糧食為原料的美酒

紅纓子糯高粱在這段時間也開始成熟。與其他高粱相比，紅纓子糯

農耕的收穫與大自然的節律息息相關。先民順應

一年中的時節規律，進而制定了一套體系以指導農事。這套體系便作為農業深加工的產物，與節氣自然有著緊密的聯繫。對於茅台酒的生產來說，秋季更是一個重要的節點。

四季中，秋季是熱寒更替的季節，呼應著東方文化中所謂的「陰

陽交替」。管子曰：「秋者陰氣始下，故萬物收。」「立秋」是秋季的第一個節氣。有不少關於「立秋」的農諺，比如「雷打秋，冬

時過半月，來到「處暑」。「處暑」即「出暑」，代表著炎熱離開，

般就是指這個節氣前後。在茅台鎮，一種非常重要的釀酒原料—— 高粱顆粒小、皮厚、堅實、飽滿、支鏈澱粉含量高，能夠勝任茅台酒多輪次蒸煮、翻造的工藝特點，出來的酒質好。正是由於糯高粱的這些特性，才能成就茅台醬香酒的靈魂工藝——九次蒸煮，八次發酵，七次取酒。

「白露」節氣後，昼夜温差變大，寒生露凝——「水土濕氣凝

半收」和「立秋晴一日，農夫不用力」，簡單來說就是若在立秋日

而為露，秋屬金，金色白，白者露之色，而氣始寒也」。露珠經晨

便不會有旱澇之憂，可以坐等豐收。所以說，作為正式邁入秋季的

露」。此時，茅台鎮的暑熱已經散去，為茅台酒的釀造籌備著絕佳

遇上打雷，冬季時農作物就會歉收，而如果立秋日整日晴朗，農事

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光照射，晶瑩剔透，古人以四時配五行，以白形容秋露，故名「白

NATURE 天

時機。「白露」過後，迎來「秋分」。古語雲：「秋分者，陰陽相

的重要性自然不言而喻，是最適宜取水釀酒的好時機。除了水質，

造過程也遵循陰陽平衡。天人合一，道法自然，茅台人深諳天地自

原料紅纓子糯高粱顆粒小，飽滿，呈醬紅色，看起來像沙子一樣，

半也，故晝夜均而寒暑平。」中國文化講究陰陽平衡，茅台酒的釀然法則，每年在天氣最炎熱的端午時節開始制曲工作，在氣候涼爽的重陽節日進行下沙工作，在自然環境的陶冶之下產出最美味香醇的醬香酒。

「寒露」时节，在二十四節氣中首次出現「寒」一字。晝漸短，

夜漸長。秋高气爽，是「深秋」的節令。在濃厚的秋意中，赤水河畔的茅台鎮即將迎來重陽「下沙」時節，新一輪茅台酒的釀造即將開始。气肃而凝，露结为霜。「霜降」是秋季最後一個節氣，恰逢

重陽時節，氣溫逐漸轉冷，冬季已不遠矣。對茅台鎮而言，「霜降」有著更實際的意義，是「下沙」的節氣。隨著氣溫的下降和雨季的結束，赤水河開始變得清澈，水質狀態為一年中最佳，這對於釀酒

霜降時節的氣溫對糧食發酵與微生物的滋長都非常適宜。茅台酒的所以當地人都稱其為「沙」，而「下沙」就是投料下糧——制酒工人把整年釀酒用的一半高粱通過開水潤透，經過高溫蒸煮、攤涼，

加入大麯堆積發酵（即「開放式發酵」），再入池封窖發酵（即「封閉式發酵」）。經過千百年來的釀酒生產活動，茅台人根據自然節

律的變化，總結出了重陽釀酒的傳統習俗。所謂「重陽下沙芳滿缸，重陽釀酒香滿江」。為了弘揚和傳承茅台的歷史文化，茅台每年九月初九都會舉行重陽祭酒。

「佳節又重陽，『紅沙』變佳釀。」伴隨著十月重陽節，茅台

酒也迎來了新一年度的下沙生產，標誌著茅台的釀酒活動進入新一輪回，醇美的茅台醬酒會再一次在赤水河谷飄香。

MOUTAI MAGAZINE

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NATURE 天

Here Comes Another Year's Prime Time for Processing Sorghum 又是一年下沙時不是春來勝似春 Translation/ 譯 Billy Yung

MOUTAI MAGAZINE

he Double Ninth Festival comes, and "xiasha" (processing sorghum) begins.

Here is Maotai Town, at longitude 106Â° 22' E

and latitude 27Â° 51' N. On the banks of the Chishui River, the steaming heat rises slowly over rows of production plants, spreading into a piece of soft gauze, and covering this magical land.

At this time, on the airing fields of Moutai's 29 liquor-

making workshops and 760 liquor-making teams, red

sorghum (called "sha" or "sand" because the sorghum looks like sand) dances, vapor rises, and grain aroma permeates

the air. With the shovel turning sound intertwining with the

patting sound, Moutai craftsmen are devoting themselves to moistening grains.

The production of a new year has begun.

Although autumn has already arrived, the river valley

in Maotai Town surrounded by mountains and rivers is becoming more and more vigorous.

This is a season even better than spring.

Nature and Men Work Together Tirelessly to Make Liquor Since ancient times, Moutai liquor has always adhered to

seasonal production. Generations of Moutai people respect the law of nature, comply with the seasonal regularity,

learn from the predecessors but not limited by them, and

work tirelessly, laying and nurturing a solid foundation of "learning from nature and working with nature to make liquor".

On October 19, 2020, the third day for "xiasha" (processing

sorghum) of year 2021's Moutai liquor production, autumn rain was pattering with chill. At 3:30 in the morning, the liquor-maker Mu Xianjun (in team 9 of liquor-making workshop 24) was already on his way to work.

On the empty roads, pedestrians and vehicles could be

counted only on one's fingers, which was very familiar to

such an experienced liquor-maker who has been working in the production line for 14 years. But today, Mu Xianjun still had a different feeling. He said that "xiasha" was the beginning and foundation of a year's production cycle.

Only by starting from every detail and consolidating the foundation, could a good start be achieved for a year's

production. Every time when the round of "xiasha" came, he was simultaneously full of confidence and pressure.

On the field, everyone tacitly performed their duties.

Starting from debugging tools, checking valves, liquor

steamers and pots, testing water temperature and volume,

and tidying up grain..., everyone just buried themselves in their work without rest.

At 5 o'clock sharp, the steam was picked up on time.

You Changyu and Fang Jun, employees of team 9, started 28

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NATURE ĺ¤Š the operation of "shangzeng" (processing grains in the

about 8 o'clock, craftsmen began to collect distiller's grains,

experience, was responsible for "shangzeng". Fang Jun was

them up. Then, they turned the grain for the second time,

steamer) again. You Changyu, with two years of production a new employee in charge of picking up distiller's grains. The two cooperated with each other in the way that the

experienced one guided the new one. While processing

grains in the steamer, You Changyu explained to Fang Jun from time to time. Fang Jun was also much involved in

mix qu (a necessary medium for making Moutai), and pile

carried out the operation of "shangzeng" and unloading for the second row of steamersâ&#x20AC;ŚWhen grain collecting, qu

mixing, and piling were completed for the third row, it was already about two o'clock in the afternoon.

The whole year's work depends on a good start in

learning while picking up distiller's grains. Unknowingly,

spring and the achievement of life lies in diligence. At the

dawn was gradually breaking and his forehead was

production abiding by tradition and team spirit appeared

after You Changyu finished a steamer of grains processing, permeated with beads of sweat. He said that "shangzeng" was a traditional craft with high requirements for both

skill and comprehension. Strict attention should be paid to regarding how much a cane scoop should carry and when

the grains should be put into the steamer. It was not an easy thing to achieve the six-word formula "light, loose, thin, even, flat and accurate". The operation seemed simple,

but he practiced it for two years before reaching the basic standard.

After the operation of "shangzeng" for the first row of

steamers completed, the steamer covers were buckled

beginning of a new round of production cycle, scenes of

here and there in Maotai Town. The craftsmen of Moutai

have maintained a sincere heart for decades and practiced the requirements and persistence of quality at every moment of intensive cultivation.

The Inheritance of Excelsior and Ingenuity While the liquor-makers of each team were on their way

to work, Peng Zhao, who had just been appointed as the chief liquor-maker, was also on his way to the distillery. At the beginning of "xiasha", Peng Zhao has been

properly, and the process of moistening grains was about to

working on the airing field these days in order to properly

Mu Xianjun was responsible for pouring water while

of production in the new year. From the old distillery area

start.

others were turning the grain. After the first bucket of water was poured into the grain pile, everyone started to work

in pairs to shovel and turn the grain. Lifted, turned, and

mixed again and again, the red grains flied to the top of the grain pile, and then formed a fan-shaped scattering. Their smooth coordination with rhythm formed unique scenery

supervise the application of technology for the first round to the Zhonghua area, from the old workshops to the new

workshops, from the workshops with the lowest altitude to

the ones with the highest altitude, Peng Zhao inspected one team after another and one pile after another, checking on hundreds of piles each day.

On October 21, Peng Zhao took the members of the

on the airing field.

technique group and began to inspect various teams again.

According to technique requirements, to moisten 6 piles of

has long been familiar with the operation specifications

Each team moistened 6 piles of grain every day.

grain, they would have to turn over and mix the grain more than 50 times, and pour more than 100 buckets of water

with 15 kg per bucket. After a round, almost everyone would have a thick layer of callus on their hands. Mu Xianjun said

it was how their newly generated-callus covered the old one, how their sweat tempered their will, and how their hard

work turned into harvest in the production year after year. However, the most challenging part of "xiasha" was the

After 36 years of experience in the liquor-making line, he

and technical indicators of Moutai liquor production. Every time he arrives at a team, he would grasp a handful of

grain, and then could judge the effect of grain moistening and water content by pinching the grain and taking a few

close glances. Simply by touching, pinching and smelling

the grain, he could also accurately tell the temperature and fermentation situation of the grain pile.

In team 9 of workshop 5, an old workshop with its airing

mastery of technique and the control of details. Mu Xianjun

field newly renovated, the liquor-maker Shui Senlin was

water, in addition to the precise control of the amount

"Mentor Peng, would you please see whether the water

said that to make every grain evenly and fully absorb

and temperature of water input, the cooperation among

personnel, and the pace, speed and method of turning grain were also very important. Through careful consideration and meticulous operation bit by bit, everyone was doing their best to complete their own work.

Around 6 o'clock, the first time of grain turning was over.

At 7:10, the first row of steamers was unloaded for airing. At

still a little uncertain about the control of the technique. amount is appropriate?" "This pile has already generated the fragrance, is it just right?" "Could you please give us

some advice on the usage of end liquor?" Seeing Peng Zhao

coming, Shui Senlin seized the opportunity to consult many technique questions.

After carefully checking the airing field situation and

ventilation conditions, Peng Zhao patiently explained to MOUTAI MAGAZINE

everyone, "We encountered low temperature at the early

stage of this year's 'xiasha' operation. In this case, we should make slight adjustments within the range allowed by the

personnel, tools, regulations and skills according to the actual production, and learn to grasp the key."

When the two experienced masters Peng Zhao and

technique, and adapt to the local conditions and timing."

Wang Zhenyong met, they immediately exchanged ideas

8, the liquor-maker Zheng Han was leading the cellar pit

craftsmen, liquor-makers, monitors and other staff on the

When he came to team 11 of liquor-making workshop

keeper to clean the pit bottom ditch. Due to the special

terrain, it was very difficult to clean the pit bottom ditch. Seeing that the first pile was about to reach the cellar

conditions, Zheng Han began to look solemn and worried. His mentor, Wang Zhenyong, the company's top liquor-

maker, has also been guarding the cellar pit, not daring

about the technique and operation in high spirits. The

side listened to them with great interest and took notes on

their notebooks from time to time. This scene of "passing on experience" was a true portrayal of Moutai people's passing

on the production technique from generation to generation and promoting the "craftsman spirit".

Senior liquor-makers like Peng Zhao and Wang Zhenyong

to relax for a moment. He told his apprentice, "It must be

have focused on liquor making, tried their best to carry out

cleaned up, without any foreign odors!"

the technique operation with heart, emotion and effort,

in liquor making. He has been in production for 27 years

reservation. It is them who have passed on the traditional

Like Peng Zhao, Wang Zhenyong also has rich experience

and has been a liquor-maker for 19 years. He has completed the production and quality targets set by the company for 19 consecutive years. At the 2021 production and quality

and imparted all skills to the young generation without technique and the craftsman spirit from generation to generation.

On October 25, at the Moutai Liquor Festival Ceremony

conference, he shared his experience as a representative

of the Gengzi Year, 9 front-line employees including Wang

must learn to consider all aspects, flexibly match and use

their mentors, they presented liquor respectfully to their

of newly hired technicians, "During production, you

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Peng went onto the altar. At the ceremony of saluting

NATURE ĺ¤Š

mentors, and accepted their mentors' instructions. As an

At 4 o'clock sharp, the operator pressed the "start button"

apprentice of the chief liquor-maker Peng Zhao, Wang Peng

of the boiler, starting the work of pipe heating. At 5 o'clock

the solemnity and sacredness of the ceremony. He was also

steam to all liquor-making teams in the Zhonghua area.

said that bearing his mentor's strictness made him truly feel deeply impressed by the faith of quality and craftsman spirit of Moutai. On his growing path, he would keep in mind his mentor's instructions and work diligently.

Ingenuity has been inherited for thousands of years and

there is no ending for learning and improvement. From "verbal instruction and intuitive understanding" at the

beginning to a series of systematic and institutionalized

sharp, 5 boilers got souped up and officially began to supply Yan Yexin said that boilers were special equipment with

high temperature, high pressure and explosion risk. It was

very important to correctly use the boiler and timely detect and properly handle operation faults of the boiler. As a

stoker, it was necessary for him to be highly responsible and operate strictly according to the regulations.

In order to ensure the safe operation of boilers, stokers

craftsman training paths that have been established today,

must pay close attention to the operating parameters and

Moutai people have been diligently striving and finally

During the operation, they must conduct a comprehensive

on the road of tempering skills and passing on ingenuity,

become a powerful team composed of Moutai craftsmen.

Spare No Effort to Escort Production Now let's turn our focus on the back of the front line of

"xiasha" operation.

On October 22, at about 3 in the morning, Yan Yexin,

the director of the Zhonghua boiler room in the power

workshop, had already taken the operating personnel to

inspect the boiler equipment before ignition. They had to completely and carefully check all kinds of safety valves, pressure gauges and pressure components, avoiding any

sloppiness. It took about half an hour for them to check a round.

adjust them in time according to the production load. inspection of all equipment every hour. According to technician Yang Zhengjie, their work was similar to

production. As liquor-makers who needed to "observe, smell, touch, and pinch" the fermented grains, stokers

also needed to "observe, smell, touch, and listen" during

equipment inspection. They needed to observe whether the water level and steam pressure parameters were normal, to smell whether there was a gas leak, to touch to check

whether the operating temperature of the pump motor was normal, and to listen to check whether the fan running sound was normal.

Meanwhile, at the first-level river pumping station of the

power workshop, hydraulic transport worker Luo Xinyu

was also inspecting the equipment. Unlike the steam supply MOUTAI MAGAZINE

section, the first-level river pumping station undertook the water supply tasks for the production, life, infrastructure, greening and other aspects of the company, and must

ensure the normal operation of 24 hours a day. Luo Xinyu said that the slightest move would cause the widest chain

reaction. Whether there was cavitation in the water pump? Was the foot screw loose? Was the electrical equipment

normal? Every part and every step must be taken seriously. Although the types of work are different, the water

supply and steam supply sections must "operate according

to regulations, ensure safety, inspect regularly and respond quickly".

In the production year of 2021, 3 workshops and 18

production plants were put into operation in Maotai

Town, and the supply tasks of water, electricity and steam increased accordingly. In order to ensure the water and

steam supplies for production, the power workshop had

organized the major overhaul and maintenance of different equipment as early as in late September. The overhaul

involved hundreds of items, with many contents, various types of work and tight schedules, which required cross

operations among various levels and sections. In order to ensure safety, speed, and efficiency, the power workshop gave full play to the advantages of specialty, technology

and talents, overcame difficulties and flexibly carried out maintenance, so as to "escort" smooth production.

In addition to the supply of water, electricity and steam,

SEP 2020

NATURE ĺ¤Š the distribution of production materials is also an important element to guarantee production.

He Hongdi, the driver of the production material

distribution guarantee workshop, was loading at the grain grinding site of qu-making workshop 1. He took charge of transferring the red grain for 10 teams in liquor-making workshop 23 for five times a day. Each round took him

about an hour. It has been raining all the time a few days

before "xiasha"; therefore, every time he finished loading

grain, He Hongdi would tightly tie up the awning and check it carefully before setting off. He said that his duty was to ensure the safety of driving and the safety of red grain.

Zhong Ming, Deputy Chief of the Safety Section of the

production material distribution guarantee workshop, introduced that in order to fight the "tough battle" of

guaranteeing the "xiasha" distribution, the workshop prepared and arranged in advance, and scientifically

dispatched vehicles, personnel, and routes. At the same

time, they also set up a vanguard team of Party members, striving to "focusing on safety, guaranteeing production,

Zhong Ming said that in his 17 years of career in

promoting efficiency, and providing good service". Zhong

transportation, he has experienced the increasingly heavy

vanguard team.

widening of roads for transportation, the advancement of

Ming was appointed as the leader of the safety guarantee

task of transporting red grain. He has also witnessed the

equipment, and the continuous development of Moutai. No

matter how hard or tired it was, he has always believed that his work was worthy and he would always carefully guard the safety of transportation.

Water, electricity, steam supply, transportation support,

equipment maintenance, civil engineering repair... At

the back of the production front line, numerous logistics support departments spared no effort and cooperated

with each other to escort Moutai's "starting battle" for the production quality work.

The Warm Sunlight Reflects the Morning Glow, and Autumn is Even Better than Spring Every year, autumn comes as scheduled.

After an autumn rain, the clouds hovering over Maotai

Town gradually dispersed. A ray of sunlight shone through the window into the airing field and projected on the grain

pile. The light and shadow were mottled, and the fragrance from the red grain was intoxicating.

The green hills stand in the distance, and the river is

rippling at the foot. The higher you ascend, the more you can get a panoramic view of the sprawling production

plants. The heating steam over the distillery buildings is like the cooking smoke from households in the mountains.

On the airing field, red sorghum is dancing in the air.

In autumn, a beautiful season even better than spring,

as the warm sunlight reflects the morning glow, the Moutai people are making fine liquorâ&#x20AC;Ś

MOUTAI MAGAZINE

重

陽至，下沙始。

東經 106° 22′，北緯 27° 51′，這裡是茅台。赤水

河畔，蒸騰的熱氣在鱗次櫛比的生產廠房上空緩緩上

升，散成一片輕柔的薄紗，籠罩著這片神奇的土地。

此時，茅台 29 個制酒生產車間，760 個制酒生產班組的晾堂上，

紅沙飛舞，水汽蒸騰，糧香撲鼻，翻鍁聲、打造聲交織起伏，茅台工匠們傾心盡力，潤糧正酣。

新一年的生產，開始了。

儘管已是秋風乍起的時節，山水掩映下的茅台河谷卻吐故納

新，愈發煥發出勃勃生機。

此情此景，不是春來勝似春。

天人共釀勤耕不輟

自古以來，茅台酒一直堅持季節性生產，一代又一代的茅台

人在這裡尊重天地自然、遵從四季時令，師古不泥，勤耕不輟，奠定和孕育了「道法自然、天人共釀」的深厚底蘊。」

人都盡心竭力地完成著自己的工作。

寒意料峭，淩晨 3 點半，制酒二十四車間 9 班酒師母先均就已經

8 點左右，開始收糟、拌曲、上堆。第二次翻糧，第二排上甑、下

10 月 19 日，2021 年度茅台酒下沙生產第三天，秋雨淅瀝，

在上班的路上了。

行人寥寥，車輛很少，道路空曠，這樣的場景，對於在制酒

6 點左右，第一次翻糧結束。7 點十分，開始第一排下甑攤晾。

甑……等到第三排收糟、拌曲、上堆完，已是下午兩點左右。

一年之計在於春，一生之計在於勤。在新一輪生產週期的起始，

生產一線幹了 14 年的老酒師來說，是再熟悉不過了，可是今天，

一幕幕恪守傳統、凝心聚力的生產場景在茅台各處次第展開，茅台

的起始和基礎，只有從每一個細節入手，把基礎夯實了，才能為一

踐行著對品質的要求與堅守。

母先均的心裡依然有著別樣的情懷，他說，下沙，是一年生產週期年的生產開好頭、起好步。每到下沙輪次，他既滿懷信心，又壓力倍增。

不用吆喝，大家默契地各司其職，開始調試工用具、檢查閥門、

檢查酒甑地鍋、測試水溫水量、規整糧食……誰也沒有停下來的意思。

5 點整，準時接汽，9 班員工遊昌宇和方俊又開始了上甑操作。

的工匠們，保持著幾十年如一日的赤誠之心，在精耕細作的每一刻，

藝無止境匠心傳承

當各班的酒師們走在上班路上的同時，剛剛被評聘為首席釀

造師的彭朝也正在往廠區趕。

下沙伊始，為把好新一年度生產首個輪次的技術關，這些天來，

遊昌宇已有兩年的生產經驗，負責上甑，方俊又是新員工，負責掏

彭朝一直都在晾堂上轉。從老廠區到中華片區，從老車間到新投產

昌宇一邊上甑，一邊不時向一旁掏糟的方俊又講解，方俊又學得也

班組地走，一個堆子一個堆子地摸，一天下來，摸過的堆子數以百計。

糟，兩人以老帶新相互配合。彎腰抬起，見汽壓醅，一揚一送，遊很投入。不知不覺間，上完一甑後，天色漸漸發亮，這時，遊昌宇

的車間，從海拔最低的車間到海拔最高的車間，彭朝一個班組一個

10 月 21 日，彭朝帶著工藝小組成員，又開始在班組轉了。在

的額頭滲滿了細密的汗珠。他說，上甑是一項對技巧和悟性要求都

制酒一線摸爬滾打了 36 年，他對茅台酒生產的操作規範和技術指

要做到「輕、松、薄、勻、平、准」六字訣，並不是一件容易的事，

看幾眼，就能對潤糧效果、投水含量作出判斷，單手伸進堆子裡面

很高的傳統工藝，一箢要抬多少，什麼時候入甑，都有嚴格的講究。看似簡單的操作，他整整練了兩年，才基本達標。

上完第一排，扣好甑蓋壓扣，又要準備潤糧了。

母先均負責投水，其餘人員負責翻糧，第一桶水投入糧堆，

大家隨即開始兩兩配合揚鍁翻糧，一合一抬、一翻一拌之間，一顆顆紅糧翻飛到糧堆最頂點，然後又形成扇形散落下來，只見大家動

作協調，節奏明快，一鼓作氣，一氣呵成，成為晾堂上獨特的風景線。一個班組每天潤糧 6 堆，按照工藝要求，6 堆糧食潤完將要翻

拌 50 多次，投水 100 多桶，每桶水重達 15 公斤。一個輪次下來，幾乎每人手上都會起上一層厚厚的繭子。母先均說，他們就是這樣在一年又一年的生產中，讓新繭蓋滿老繭，讓汗水磨練了意志，用

標早已了熟於心。每到一個班組，只見他抓起一把糧食，捏一下，一摸一掐一聞，就能準確說出糧堆的來溫和發酵情況。

在制酒五車間 9 班，雖然是老車間，但因為是新翻修的晾堂，

酒師稅森林對工藝的把控還有些拿捏不准。「彭老師，麻煩你看一下量水合適不？」「這個堆子已經有了香味，是不是恰到好處？」「尾酒的用法能不能給我們指點一下？」

看到彭朝來了，稅森林抓住機會一口氣諮詢了許多工藝問題。仔細查看晾堂情況和通風條件後，彭朝耐心地向大家講解：「今

年下沙初期我們遇到的是低溫天氣，這種情況下，就要在工藝允許的範圍內稍作調整，因時因地制宜。」

來到制酒八車間 11 班時，酒師鄭晗正帶領管窖工清理窖底溝，

勤勞換來了收穫。

由於地勢特殊，窖底溝清理起來十分困難，眼看第一個堆子馬上就

先均說，要讓每一顆糧食都均勻、充分吸飽水，除了投水量、投水

師，公司特級釀造師王真勇也一直守在窖池旁，一刻不敢放鬆，對

然而，下沙最考驗人的還是對工藝的掌握和細節的把控。母

溫度等需要精准把控外，人員的配合，翻糧的節奏、速度、方法等等，都有講究。在一點一滴的細細琢磨與一絲不苟的操作中，每個 34

SEP 2020

要達到下窖條件了，鄭晗的表情開始凝重，心裡也很著急。他的老徒弟千叮萬囑：「一定要清理乾淨，不能有雜味！」

與彭朝一樣，王真勇亦有著豐富的釀酒經驗，幹生產 27 年，

NATURE 天

擔任酒師 19 年，連續 19 年完成公司下達的產量、品質目標任務。

生活、基建、綠化等各方面的供水任務，必須保證 24 小時正常運轉。

驗時感言，「幹生產要學會通盤考慮，根據生產實際靈活搭配和運

動？電器設備是否正常？每個零件，每個步驟，都不能掉以輕心。

2021 年度生產·品質大會上，他作為新聘技術職務代表上臺分享經用好人、物、序、術，更要學會抓『牛鼻子』」。

彭朝和王真勇兩位老師傅一會合，立即就工藝和操作興致勃

勃地交流探討起來，一旁的工藝員、酒師、班長和員工們聽得津津

羅心宇說，牽一髮而動全身，水泵聲音是否氣蝕？地腳螺絲是否鬆

雖然工種不同，但供水和供汽工段都必須做到「按章操作，

確保安全，定時巡檢，快速回應」。

2021 年生產年度，茅台新投產 3 個車間、18 棟生產廠房，水、

有味，不時在筆記本上做著記錄。這一幕「傳幫帶」的場景，不就

電、汽等供給任務隨之增加，為保障生產用水、用汽，早在九月下旬，

正是許多像彭朝和王真勇一樣的老酒師們，他們專注於釀造，用心、

項目上百項，內容多、工種多、工期緊，需要上下、內外交叉作業。

是茅台人一代一代傳承生產工藝，弘揚「工匠精神」的真實寫照嗎？用情、用力把工藝操作做到極致，把一身技藝毫無保留地傳授給了年輕一代，讓傳統工藝和工匠精神代代相傳。

10 月 25 日，庚子年茅台酒節祭祀大典上，王鵬等 9 名一線

動力車間就組織對各類設備進行了大檢大修和維護保養。檢修涉及為確保安全、快捷、高效，動力車間充分發揮專業、技術和人才優勢，克服困難、靈活機動開展檢修，為生產的順利進行「護航」。

除了水、電、汽等的供給保障外，生產物資配送，也是保障

員工登上祭祀台，拜師儀式上，他們向師父敬酒，行拜師禮並接受

生產的重要條件。

他感受到拜師儀式的莊嚴神聖，更被茅台的品質信仰和工匠精神所

正在裝車，他負責的是制酒二十三車間 10 個班組的紅糧轉運工作，

師父訓誡。作為首席釀造師彭朝之徒，王鵬說，師父戒尺加身，讓深深折服。在成長道路上，他將謹記教誨，厚植深耕。

千載匠心，藝無止境。從最開始的「口傳心授」，到今天已

經建立起了一系列成體系、制度化的工匠培養路徑，在技藝錘煉、匠心傳承的道路上，茅台人一直孜孜以求，最終成就了一支更富有戰鬥力的茅台工匠隊伍。

全力以赴護航生產

場景再切換至下沙一線的大後方。

10 月 22 日，淩晨 3 點多，動力車間中華鍋爐房負責人嚴葉

新就已帶著運行人員，在對鍋爐設備進行點火前的檢查了。各種安全閥、壓力錶和受壓元件，都要仔細檢查到位，不容半點馬虎，一圈檢查下來，需要半小時左右。

4 點整，運行人員按下鍋爐啟動鍵，啟爐暖管工作開始。5 點整，

5 台鍋爐加大「馬力」，正式向中華片區各制酒班組供汽。

嚴葉新說，鍋爐是高溫、高壓、有爆炸危險性的特種設備，

正確使用鍋爐，及時發現和得當處理鍋爐運行故障至關重要，作為司爐工，必須高度負責，嚴格按章操作。

為確保鍋爐安全運行，司爐工必須密切關注運行參數，根據

生產負荷進行及時調整。運行期間，他們必須每小時對所有設備進行一次全面檢查，技術員楊正傑形容說，與生產很相似，酒師需要對酒醅「望聞摸掐」，設備檢查也要做到「望聞摸聽」。水位、汽壓參數是否正常？需要看；燃氣是否有洩漏？需要聞；水泵電機運行溫度是否正常？需要摸。風機運轉聲音是否正常？需要聽。

此時，在動力車間小河一級泵站，水運工羅心宇也在對設備

進行巡檢。與供汽工段不一樣的是，小河一級泵站承擔著公司生產、

在制曲一車間磨糧點，生產物資配送保障車間駕駛員何洪弟

每天轉運 5 趟，一趟來回 1 個小時左右。下沙前幾天，一直都在下雨，每次裝完糧，何洪弟都會將雨篷紮緊，仔細檢查完備後再出車，他說，他的職責就是保障駕駛安全和紅糧安全。

生產物資配送保障車間安全科副科長鐘明介紹，為打好下沙

配送保障「攻堅戰」，車間提早籌備安排，在車輛、人員、路線等方面進行科學調度的同時，還成立了黨員先鋒隊，全力做到「重安全、保生產、促效益、服務好」，鐘明擔任的就是安全保障先鋒隊領隊。

鐘明說，在 17 年的運輸生涯中，他經歷了紅糧轉運任務越來

越重，也見證了運輸道路越來越寬敞，設備越來越先進，茅台發展越來越好，再苦再累都值得，一定要用心守好運輸安全。

水、電、汽供給，運輸保障，設備維護，土建維修……在生

產後方，無數後勤保障部門全力以赴、通力配合，為茅台打好生產品質工作「開局戰」保駕護航。

暖陽映朝霞秋日勝春華

年年秋日，如期而至。

一場秋雨過後，盤旋在茅台上空的雲層逐漸散開，一抹陽光

透過窗戶，照進晾堂，投射在糧堆上，光影斑駁，紅糧「生香」，令人陶醉。

遠處青山矗立，腳下河水蕩漾，越往高處走，越能把綿延不

斷的生產廠房盡收眼底，一棟棟廠房上空的蒸騰熱氣，仿佛山裡人家的嫋嫋炊煙。

晾堂上，又見紅沙飛舞。

暖陽映朝霞，秋日勝春華，這是茅台人在釀美酒哩…… MOUTAI MAGAZINE

Fill the Eurasia with the Mellow Jiang Flavor 歐亞大陸，馥郁「茅」香

A Review of Moutai's Autumn Overseas Events 茅台秋季海外活動回顧

As autumn arrives, maple leaves turn red, embellishing the golden wheat field. Some are looking forward to the bumper harvest while some are yearning for the reunion with loved ones. In China, there are two important festivals in this season. We have the tradition to appreciate the full moon during the Mid-Autumn Festival and climb the mountain on the Double Ninth Festival. Since autumn is a season when the temperature gradually drops, it is quite suitable for having a little drink to warm us up so as to prep our bodies for the temperature change, and the intelligent ancient Chinese already had the custom of drinking chrysanthemum liquor on the 9th day of September in the lunar calendar. At the present time, when the diligent Moutai people in the Chishui valley are starting a new round of "sorghum processing" for the production of Moutai liquor, the mature and rich aroma of Moutai liquor is in the meantime flowing along the Chishui River to the further continents of Europe and Asia. The footprints of Moutai liquor have spread to Estonia, Finland, Ukraine, Russia and Singapore, bringing its unique charm to these exotic countries, carrying the profound Chinese culture, relieving the nostalgia of people travelling away from home and harvesting the passionate love from foreign friends. 秋風起，楓葉紅遍，金穗滿地。有人期待著豐收的碩果，有人嚮往著家人的團圓。有中秋賞月「平分秋色一輪滿，長伴雲衢千里明」，也有重陽登高「江涵秋影雁初飛，與客攜壺上翠微」。古人有農曆九月九飲菊花酒的習俗，日漸寒涼的天氣亦適宜來上一口溫潤的美酒暖暖身。在赤水河谷，勤勉的茅台人正開啟新一輪茅台酒的「下沙投料」工作；而已經成熟的濃郁的茅台酒香也隨著赤水河流向更遠的歐亞大陸。茅台攜手多國經銷商，來到愛沙尼亞、芬蘭、烏克蘭、俄羅斯和新加坡，在秋意籠罩的異國大放異彩，承載著中華人文的深遠，紓解著異鄉遊子的鄉愁，也收穫著國外友人的熱情。

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NATURE 天

愛莎尼亞：茅台亮相「塔林金酒節」第一屆「Tallinn Gin Festival（塔林金酒節）」如期在愛沙

尼亞的首都塔林順利舉行。來自全球各國的酒類品牌雲集於此，為當地的酒類愛好者們呈現出了一幅各國酒文化描繪而出的世界

地圖。茅台作為中國酒文化的代表，攜手愛沙尼亞經銷商 Asia Drinks D&R OU 公司參與到此次全球酒類品牌彙聚的盛會之中，用代表著中國熱情似火的民族性格的茅台醬香佳釀，為深秋時節的塔林送去一股暖流，讓當地民眾沉浸于獨特「茅香」之中、領略茅台酒中蘊藏的中國白酒文化。

嘉賓們被茅台酒散發的獨特「茅香」所吸引，紛紛來到茅台展

臺前了解茅台的歷史及其傳統釀制工藝，品鑒來自中國的傳奇佳釀，徜徉于瑰麗的中華文化寶庫之中。茅台醇厚的酒液中蘊藏著文化的味道，讓人流連其中，難以自拔。

（Special thanks to 特別鳴謝：Moutai Eesti）

Estonia: Moutai's Debut at the "Tallinn Gin Festival"

The first "Tallinn Gin Festival" was successfully held in

Tallinn, the capital of Estonia. Wine and liquor brands from all over the world gathered together, presenting the local liquor lovers a world map of liquor culture from various

countries. As the representative of Chinese liquor culture, Moutai joined hands with Asia Drinks D&R OU (Moutai's

Estonian distributor) to participate in this event, bringing a

thread of warmth to Tallinn in the late autumn with the fine Moutai liquor representing China's enthusiastic national character and immersing the local people in the distinct Jiang fragrance of Moutai as well as the Chinese baijiu culture embedded in the liquor.

Attracted by the fragrance, many guests were drawn to

the booth to have a taste while learning about the history

and traditional making techniques of Moutai, wandering in the magnificent world of Chinese culture. The mellowness

of Moutai liquor lingered in the air, making people reluctant to leave.

MOUTAI MAGAZINE

Finland: The "Moutai Cup Golf Tournament" Lighted up the Arctic Circle Speaking of the Arctic Circle, what comes first in people's

mind is usually the prolonged winter. The splendid aurora in the snow season, the bright sun which never sets in

summer, the gorgeous painting-like scenery in autumn and

golf tournament into a celebration. Moutai liquor and golf

became a bond of friendship between guests from Finland and China. The chill of late autumn was also dispersed by the strong Moutai liquor.

芬蘭：「茅台杯高爾夫球賽」點亮北極圈北極圈內冬季漫長，卻有著美麗的雪季極光、夏季不落的太

the romantic legends of Santa Claus are also too hard to

陽、色彩斑瀾如油畫一般的絢麗秋景，以及聖誕老人的浪漫傳說。

only provincial capital in the world located in the Arctic

故鄉而世界聞名。這裡有著一座以聖誕老人命名的球場——Santa

forget. Rovaniemi, the capital of Lapland, Finland and the Circle, is famous to the world as the hometown of Santa

Claus. There is a golf course named after Santa Claus, where a special golf tournament was held this autumn.

The "Moutai Cup Golf Tournament" jointly organized

by China Spirit Oy (Moutai's Finnish distributor), the city of Rovaniemi and Santa Claus Golf Club kicked off and

attracted 132 players to the game, hitting a new high in

the participants' number. The golf course was distinctively decorated by elegant Moutai elements. All guests were

位於北極圈內的芬蘭拉普蘭省會城市羅瓦涅米，便作為聖誕老人的 Claus Golf。今年，這座美麗的高爾夫球場迎來了一場別開生面的高爾夫球比賽。

茅台芬蘭經銷商 China Spirit Oy 攜手羅瓦涅米市、羅瓦涅

米 Santa Claus Golf 俱樂部聯合舉辦的「茅台杯高爾夫球賽」於

Santa Claus Golf 拉開帷幕，共吸引了 132 名選手參賽，創歷史

新高。典雅、大氣的茅台元素將高爾夫球場裝點地別具一格。聞訊而來的八方賓客都受到熱烈的歡迎，感受到中國人「有朋自遠方來不亦說乎」的待客之道。

作為一名資深「茅粉」，羅瓦涅米市長 Esko Lotvonen 先生

warmly welcomed as "friends come from afar".

一直對茅台有著特殊的情緣，去年 4 月還率領代表團訪問茅台。此

special affection for Moutai as a long-time "Moutai fan".

組隊，攜手在球場上揮杆比賽。

Mayor Esko Lotvonen of Rovaniemi has always had a

He once led a delegation to visit Maotai town in April last

次，他親臨活動現場，參與到比賽之中，還特別與茅台經銷商代表在一天的比賽中，嘉賓們歡聲笑語不斷，共同把這場高爾夫球

year. This time, he personally participated in the game and

賽變成了一場醬香四溢的運動狂歡。以球會友，以酒為媒，茅台與

showing his golf swing.

度的茅台美酒驅散。

especially teamed up with Moutai's distributor on the court, All the guests enjoyed the day. Together they turned the

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高爾夫在此時成為中芬兩國嘉賓的友誼紐帶，深秋的寒意亦被 53 （Special thanks to 特別鳴謝：Moutai Finland）

NATURE 天

Russia: The Rich Moutai Fragrance at the Red Square (Moscow) There is a proverb in Russia describing the Kremlin

Palace, "There is nothing above Moscow except the Kremlin, and nothing above the Kremlin except Heaven." Today, the majestic Kremlin has been given a scent of ancient charm upon the arrival of the fine liquor from the east.

MT RUS (Moutai's Russian distributor) hosted a special

俄羅斯：莫斯科紅場的馥郁「茅香」

Moutai tasting event together with the "Russian Moutai Fan Club" in the GUM, the most famous national department

store in Russia. Located on the east side of the Red Square, the GUM facing the Kremlin is known as one of the most important department store in Russia with a history of

more than 120 years since its opening. It has gathered over

在俄羅斯有這樣一句諺語形容克里姆林宮：「莫斯科大地上，

唯見克里姆林宮高聳，克里姆林宮上，唯見遙遙蒼穹。」而今，雄偉壯麗的克林姆林宮也因東方美酒的到來，多了一絲古老的韻味。

茅台經銷商 MT RUS 公司攜手俄羅斯「茅粉」俱樂部，於俄

100 high-end international brands.

羅斯最負盛名的國家級百貨商場——古姆商場舉辦了一場別開生面

financial practitioners as well as sinologists who have

林宮，是俄羅斯最重要的百貨商場之一，聚集了世界百余種高端品

The tasting event attracted a group of political and

been studying Chinese culture to jointly experience the

dual enjoyment of vision and taste. An elegant high-end

的茅台品酒會活動。坐落於莫斯科紅場東側的古姆商場正對克林姆牌，從開業至今已有 120 多年歷史。

活動吸引俄羅斯一眾政界金融界從業者，以及對中國文化頗有

tasting event started amidst the melodious music on site.

研究的漢學家們前來，共同體驗這場視覺與味覺的雙重盛宴。在悠

Russian snacks surprisingly complemented each other,

台美酒的醇厚醬香與俄羅斯風味小吃相得益彰。絡繹不絕的賓客紛

The mellow Jiang flavor of Moutai liquor and the flavorful drawing an endless stream of guests to stop and have a taste of Moutai, savoring the history behind the fine liquor.

According to reports, Moutai's event this time signifies

the first debut of a Chinese brand in this century-old

department store, introducing new vitality and creating a more diverse and fresh brand environment in the GUM.

揚的音樂聲中，一場優雅的高端品鑒會就此拉開了帷幕——現場茅紛駐足，共同品嘗蘊藏在茅台酒中千回百轉的歷史。

據介紹，茅台此次來到俄羅斯古姆商場，是中國品牌在百年古

姆商場的首次亮相，為擁有百余種世界高端品牌的古姆商場注入了全新的活力，也為當地的消費者們創造了更加多元、新鮮的品牌環境。

（Special thanks to 特別鳴謝：MTRus）

MOUTAI MAGAZINE

Ukraine: The Romantic Encounter between Moutai Liquor and Kyiv The 14th Kyiv Food and Wine Festival, one of the most

important annual events in Ukraine, was grandly held at

the Lavra Art Gallery. During the two-day event, Kweichow Moutai among other internationally renowned wine and liquor brands had a "romantic encounter" with Ukraine. Representing Jiang-flavor fine liquor from China,

Kweichow Moutai joined hands with UEIEC LLC (Moutai's

Ukrainian distributor) to bring the mellow aroma of Moutai liquor from the Orient to the event site. With its profound cultural connotation and craftsmanship heritage with a

long history, the charm of Moutai liquor made a unique impression, promoting Chinese baijiu culture among Ukrainian consumers.

To enable the guests present to fully experience

the wonderful taste of Moutai while having a better

understanding of its traditional making techniques as well as its position in liquor industry in China and the world,

Moutai tasting events and introduction sessions of Chinese drinking etiquette, the connotation of "cultural Moutai" as well as the historical and cultural stories about the brand were exquisitely prepared, presenting the essence of Chinese liquor culture.

烏克蘭：基輔與茅台酒的浪漫邂逅作為烏克蘭每年最重要的活動之一，第 14 屆基輔葡萄酒和美

食節在基輔 Lavra 美術館隆重舉行。在為期兩天的活動中，貴州茅台等國際知名酒類品牌與烏克蘭來了一場「浪漫邂逅」。

茅台作為中國醬香佳釀的代表，攜手烏克蘭經銷商 UEIEC

LLC 走進這一盛典，將來自東方的醇厚「茅香」帶入活動現場，

憑藉自身濃厚的文化底蘊與悠久的匠心工藝傳承，在眾多國際高端酒類飲品之中，綻放出了奪目光彩，讓中國白酒文化在烏克蘭消費者之間廣為傳播。

烏克蘭經銷商 UEIEC LLC 精心準備了茅台酒品鑒、中國飲酒

禮儀、「文化茅台」的深刻內涵以及茅台品牌歷史文化故事內容的講解等環節，讓到場的賓客們能夠在充分感受到茅台佳釀帶給味蕾的絕妙體驗的同時，更深度地瞭解茅台世代傳承的傳統釀酒工藝以及其在中國白酒行業乃至世界酒行業中的地位，領略中國白酒文化的真諦。 40

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（Special thanks to 特別鳴謝：Moutai in Ukraine）

NATURE 天

Singapore: Citizens of the "Lion City" Celebrated Singapore's 55th National Day with Moutai The theme of the Singapore National Day Parade this

year was "Together, A Stronger Singapore", emphasizing the need for everyone to unite as one and overcome difficulties together in this special time.

Invited to become a partner of the Singapore National

Day Parade 2020, Wint Thai Trading Pte Ltd (Moutai's Singaporean distributor) celebrated Singapore's 55th

birthday with the locals by injecting traditional elements of the Chinese national brand into the parade.

The NDP 2020 was composed by a series of event

highlights, including the state flag fly-past, the Roar of

Unity aerial display and the Red Lions parachuting display. Moutai cooperated with the SBS Transit, decorating six

buses with blessings from Moutai for the 55th anniversary

of Singapore's independence. These buses were arranged to travel on three main routes in Singapore's central business district coordinating along the parade route, sincerely

In the process of exploring overseas markets, Moutai has always

shouldered the important duty of carrying Chinese culture overseas,

adhering to the idea of respecting cultural differences and promoting cultural awareness between eastern and western culture to show

overseas friends the infinite charm of a Chinese national brand in a

more direct and vivid way by bringing forward a variety of activities

integrating tasting and spiritual enjoyment to the overseas consumer groups so that the long standing Chinese civilization will continue to shine on the world stage. In the future, Moutai will constantly

shape itself as the beneficial output of Chinese culture, continuously showing the ingenuity of Moutai people's spirit of originality and

congratulating the day and entering the 55th year with the Singaporeans in the form of "Moutai Bus".

新加坡：茅台與獅城民眾共賀新加坡 55 周年國慶紀念日今年的新加坡國慶慶典以「心手相連，堅毅向前（Together,

A Stronger Singapore）」為主題，強調民眾在特殊時期需要團結一心、説明彼此、共同克服困境。

茅台經銷商新加坡韋泰貿易有限公司受邀成為新加坡

NDP2020 活動（National Day Parade 2020 國慶日慶祝遊行活動）的合作夥伴，將中國的傳統民族品牌元素注入此次遊行活動中，與當地民眾一同歡慶 55 周年的到來。

此次 NDP2020 活動包含國旗飛行致敬、戰鬥機環島飛行、紅

獅跳傘隊等一系列慶祝活動。茅台與新加坡巴士公司新捷運攜手，在六輛巴士的車身上貼滿了茅台對新加坡獨立 55 周年的祝福，在

新加坡國慶期間配合活動遊行路線行駛於新加坡的三條中央商業區主幹線路上，以「茅台巴士」的形式與當地民眾共同祝賀新加坡、齊心邁入 55 周年。

（Special thanks to 特別鳴謝：KweichowMoutai in Singapore）

craftsmanship as well as the extensive Chinese culture to the world and promoting the friendship among all countries.

茅台在深耕海外市場的過程中，始終肩負著承載中華文化出海的重任，

秉承著尊重文化差異、促進東西方文化認同的理念，用豐富多樣的品牌活動

為海外消費群體帶去味蕾與精神享受並重的文化盛宴，讓海外友人通過更加

直觀、生動的方式，真正感受到中國民族品牌的無限魅力，助力悠久燦爛的

華夏文明不斷在世界的舞臺上綻放光彩。未來，茅台仍將把自身塑造為中華

文化的有益輸出，持續向世界展示茅台人千年傳承的匠心精神與博大精深的中華文化，推動各方友誼的持續升溫。

Source of Information: Moutai Global 參考資料來源：茅台國際

MOUTAI MAGAZINE

Gao Weidong 高衛東：

Gathering Strength and Wisdom to Jointly Promote the Industry's High-Quality Development 積力而舉，眾智而為共推行業高質量發展 Translation/ 譯 Billy Yung

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PEOPLE äºº

MOUTAI MAGAZINE

t the 9th Chinese Baijiu T9 Summit held at

total revenue of RMB 77.7 billion yuan and net profit

of 9 Chinese baijiu leading enterprises made

market response abilities and anti-risk abilities of

Moutai International Hotel, the "top leaders"

exchange speeches on the theme of "StructureÂˇSystem

ÂˇOrientation: Chinese Baijius Set out Again in the Post-

Epidemic Era", gathering to discuss and reach a consensus. Gao Weidong, Chairman of Moutai Group, made a keynote speech on "Gathering Strength and Wisdom to Jointly Promote the Industry's High-Quality Development".

He advocated that the industry should respond to the situation with composure, build brands with quality, increase motivation with reform, and promote win-

win situations through competition and cooperation. At present, high-quality development has become

of RMB 30.2 billion yuan. The competitive advantages, leading enterprises have been greatly improved and fully manifested. Generally speaking, most of the backbone

enterprises have achieved positive growth, greatly boosting the confidence of the industry, playing a leading role in

stabilizing production, market and people's minds. As the

backbone enterprises stabilize the economic fundamentals

of the industry, small and medium-sized enterprises should seek survival and change in the crisis, actively adjust and

respond, seize opportunities to make up for shortcomings, and achieve small yet excellent transformations.

It is necessary to build brands with quality. Sticking

the industry consensus. In the first half of this year, the

to high morality is the bottom line of the industry's high-

the development of China's baijiu industry. Regarding

quality, which determines the success or failure of a brand,

epidemic situation has become the biggest variable in how to cultivate new opportunities and break new

ground under the new situation so as to better promote the high-quality development of China's baijiu

industry, Gao Weidong discussed from four aspects. It is necessary to respond to the situation with

composure. Backbone leadership provides confidence for the industry's high-quality development. Data show that in the first quarter, 18 listed baijiu enterprises achieved 44

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quality development. Product reputation stems from

and consumer satisfaction determines the duration of

brand life cycle. In Gao Weidong's opinion, in the postepidemic era, the baijiu consumption pattern and the

consumption concept are constantly upgraded, the industry concentration is further enhanced, and the brand effect

is increasingly prominent. Only by insisting on quality as the hard core, and building firm, stable, acclaimed and influential brands can the industry withstand the test.

PEOPLE äşş

For a long time, Moutai has fully learned from

the successful experience and model of peer liquor enterprises in brand cultivation, adhered to the

concept and ethics of "regarding quality as life",

must do our best to ensure benefit and boost the

economy, so as to demonstrate the responsibility and commitment of the baijiu industry and enterprises."

and provided consumers with unique culture and services, winning market recognition and favor.

It is necessary to increase motivation with reform.

Pioneering innovation is the foundation of the industry's high-quality development. From the perspective of the

industry, changing at the right time and seeking innovation through change are powerful weapons against the "double" impact of economic downturn and the epidemic situation;

for enterprises, it is necessary to make adjustments, adjust the brand strategy internally, re-examine the relationship between brand and consumers externally, adjust the

marketing rhythm, accelerate reform and innovation, and

accumulate energy for the recovery of baijiu consumption. The key to coping with industry transformation and upgrading, and carrying forward the supply-side

structural reform is to focus on reformation, make up for shortcomings, increase efficiency and promote benefit.

It is necessary to promote win-win situations through

competition and cooperation. Responsibility is the

essence of the industry's high-quality development. In the past few years, harmonious development and co-

opetition development have become the most obvious changes in the baijiu industry. Backbone enterprises should regard social responsibility as the "ballast

stone" for the healthy and sustainable development

of the industry, and achieve sustainable development

by assuring honest quality, providing sincere services,

maintaining the "lifeline" of ecological environment as

well as promoting the "green and low-carbon" concept. Gao Weidong proposed to the industry and liquor

enterprises, "During the critical period of facing this year's epidemic outbreak and achieving a decisive victory in a comprehensive well-off society, we

18 LISTED BAIJIU

ENTERPRISES TOTAL REVENUE

77.7 30.2 BILLION

NET PROFIT

BILLION

MOUTAI MAGAZINE

Moutai has adhered to the concept and ethics of "regarding quality as life", and provided consumers with unique culture and services, winning market recognition and favor.

堅持「視品質為生命」理念與操守，為消費者提供獨具特色的文化和服務，贏得了市場認可和青睞 .

——Gao Weidong，Chairman of Moutai Group 高衛東（茅台集團董事長）

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PEOPLE 人

在

茅台國際大酒店舉辦的第九屆中國白酒 T9 峰會上， 9 家中國白酒龍頭企業「一把手」圍繞「『結構·體系

·方位』——后疫情時代中國白酒再出發」主題作交流

發言，聚而論道，達成共識。茅台集團董事長高衛東作了「積力而舉，眾智而為，共推行業高質量發展」的主題發言，倡導行業要以定力應變局，以品質樹品牌、以改革增動力、以競合促共贏。

當前，高質量發展已成行業共識，上半年，疫情成為中國白酒

行業發展最大的變數，如何在新形勢下育新機、創新局，推動中國白酒行業更好實現高質量發展，高衛東從四個方面作了探討。

以定力應變局，骨幹引領是行業高質量發展的底氣。數據顯示，

一季度 18 家上市酒企實現營業總收入 777 億元、凈利潤 302 億元，頭部企業的競爭優勢、市場應對能力、抗風險能力大幅提升、充分

顯，唯有堅持以品質為硬核，打造立得住、站得穩、叫得響、有分量的品牌，才能經受住考驗。

一直以來，茅台充分借鑒兄弟酒企在品牌培育上的成功經驗和

模式，堅持「視品質為生命」理念與操守，為消費者提供獨具特色的文化和服務，贏得了市場認可和青睞。

以改革增動力，開拓創新是行業高質量發展的底色。從行業來

看，適時而變、以變求新是應對經濟下行和疫情「雙重」影響的有力武器；對企業而言，就是要做好調整，對內調整品牌戰略，對外重新審視品牌與消費者的關係，調整好行銷節奏，加快改革創新，為白酒消費復甦蓄勢蓄能。酒企應對行業轉型升級，推進供給側結構性改革，關鍵在於抓改革、補短板、增效能、促效益。

以競合促共贏，責任擔當是行業高質量發展的底蘊。過去幾年，

顯現。總體而言，骨幹企業大多實現正增長，極大提振了行業信心，

和諧發展、競合發展成為白酒行業最明顯的變化。骨幹企業要將社

經濟基本盤的情況下，中小企業應在危機之中圖存求變，主動調整

好誠心服務，守好生態環境這條「生命線」，推進綠色低碳，實現

起到了穩生產、穩市場、穩人心的引領作用。在骨幹企業穩住行業應對，搶抓機遇補短板，實現小而優的轉型。

以品質樹品牌，崇本守道是行業高品質發展的底線。產品口碑

源於品質的優劣，品質的優劣決定品牌的成敗，消費者的滿意度決定品牌生命週期的長短，在高衛東看來，后疫情時代，白酒消費方式及消費理念不斷升級，行業集中度進一步提升，品牌效應愈加凸

會責任當成產業健康可持續發展的「壓艙石」，釀造誠信品質、做可持續發展。

高衛東向行業和酒企發出倡議 :「在今年突發疫情、實現全面

小康決戰決勝的關鍵時期，我們要盡最大努力保效益、促經濟，體現白酒產業和企業的責任與擔當。」

MOUTAI MAGAZINE

SEP 2020

PEOPLE 人

Text/ 文 Milk T Image/ 圖 Horizontal Design 水平線空間設計 Translation/ 譯 Ziyang

MOUTAI MAGAZINE

n early October, I met Ju Bin in Shenzhen at the opening ceremony of his latest design project:

Gem Garden, a brand-new high-end restaurant

specializing in classic Chaozhou cuisine. His delicate touch

brings out a parallel universe with distinct cultural context. Gem Garden is a restaurant, and at the same time

a sensory space with diverse and inclusive artistic

characteristics relying on historical context. It might be

difficult for people to recognize it as a restaurant judging from its appearance. Built by piled-up concrete blocks decorated with golden metal plates, its extending tall

façade wall glitters under the sunlight, making the entrance as exquisite as a museum entrance. Walking inward,

an inverted cone-shaped artistic installation comes into

sight. There are water drops slowly dripping down from the installation, bringing out a sense of tranquility and

nothingness. The corridor leading to the elevator lobby

is partially covered with green mossy plants. The use of

mirrors artfully separates the space into different partitions

that creates extensity from various angles. So far, you might already be confused whether this place is a restaurant or

a mind-calming art corner. The true self of Gem Garden is gradually revealed in the light and shadow on the second floor. Sawn surface stones used in the transitional space

present a grey and black texture with a sense of "heaviness" that bears the weight of history, but our vision will be 琚賓 Ju Bin （設計師 Designer）

水平線設計創始人兼首席創意總監創基金理事

Founder and Executive Design Director of Horizontal Design Director of C Foundation

設計理念 Design Philosophy Chinese culture is studied on architectural space improvement. The characteristic visual language expresses the design philosophy, and the elements of the Chinese culture are refreshed by a new visual communication.

The sense of contemporaneity, culture and art are used as the design language. Design inspiration emerged when the past interacts

with the present. Design essence stemmed from the intersection of art and life. Spiritual pursuit is sought on the combination of historical fragments and present ideas.

致力於研究中國文化在建築空間裏的運用和創新，以個性化、獨特的視覺語言來表達設計理念，以全新的視覺傳達來解讀中國文化元素。

在作品中，將「當代性」、「文化性」、「藝術性」共融、共生，以此作為設計語言用於空間表達。從傳統與當下的共通、碰撞處，找尋設計的靈感；在藝術與生活的交錯、和諧處，追求設計的本質。在歷史的記憶碎片與當下思想的結合中，尋找設計文化的精神訴求。

enlightened again as we enter each individual space. The

traditional Chaozhou-style woodcarvings and the wallpaper of Chinese palace painting perfectly connect the past and the contemporary art, showing Ju Bin's unique design

concept of "heavy yet light", "rigid yet soft". "How do we

redefine Chaozhou restaurants in our memory? Chaozhou cuisine is a fusion of fresh and natural ingredients."

Every corner in Gem Garden is an embodiment of Ju Bin's contemporary comprehension of traditional culture.

An Architect with Literati Temperament I have been following Ju Bin on his public social account.

With his smooth style of writing, he turns all his thoughts on architecture and humanity into beautiful words.

Believing that architecture, environment and space all have "sentiment", he plays with space in a way of integrating contemporaneity, culture and artistry.

He writes like a scholar. At our first meeting, I found

he has always had that kind of refined and graceful literati temperament with him, either in his reserved smile or in his humbleness by constantly stepping back to let other guests to take the best photo-shooting spot. Though the

whole event was about him and his design, he kept a low profile and gently smiled even when there were guests

excitedly expressed that they were his fans. Actually, he 50

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PEOPLE 人阳朔糖舍酒店

MOUTAI MAGAZINE

has long been regarded as a "star designer" as some of his

projects shot to fame on the internet and became trending destinations, including Alila Sugar House Yangshuo and Xitang Næra Hotel and Spa.

In the year of Alila Sugar House Yangshuo's opening,

the photo of its iconic swimming pool went viral on

various social platforms: with the old buildings under the

hills as background, two rows of mottled concrete girders

preserved from the factory era majestically stands on either side of the tranquil pool. Detached from the trace of time,

the buildings rhyme with the natural landscape in harmony. This is a project that Ju Bin has devoted four years of effort

and time to accomplish. "I can see millions of views in this 16,000 square-meter hotel. From the towering chimneys to

the tiles in the swimming pool, from the reeds to the double trunks, from the planks to the veneers, all beauty here and

“Savoring Moutai liquor in such an elegant environment is just like having a poetic conversation with literati.” 「在優雅的環境中細品茅台很符合文人雅談的調性。」

now were built from old walls with four years of hard work."

Sugar House, he has been thinking about how to preserve

modernity, he can maturely make use of the blending of

to the full extent while properly conveying the building's

Having a thorough understanding of tradition and

old and new elements. Ever since he got the project of Alila 52

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the regional integrity and diversity of the old sugar factory historical background and feeling through his design.

PEOPLE äşş

To balance all elements and make this project an art of

"Dong Xi Courtyard" he designed for Shenzhen Sailing Club.

into each individual space to "create new dialogues and

walls in high-end modern restaurants.

rarity, Ju Bin ingeniously injected different intense colors generate new energy in old spaces through the application

We can see his skillful application of archaic rammed earth "I have always had special feelings for rammed earth

of contemporary art, achieving the ultimate of aesthetics",

walls. They are not only with rich cultural deposits and long

the rusty restaurant, etcâ&#x20AC;Ś "I use my design to balance new

durable. They look good too. Rammed earth is a material

thus the red lobby, the golden reading corner, the blue bar, sensations and the obsolescence of an old building which is not allowed to be greatly renovated, and then bring out its vitality to a more interesting level."

Return to Unsophistication and Retain Historical Sediment How to define interior design? Some says it is the

recreation of scenarios in a blank space. Some says it is the narration of the past following the trail of history. For Ju

Bin, he is adept at giving new looks to old constructions,

reproducing the highlights of historical beauty, no matter it is Alila Sugar House Yangshuo beside the Lijiang River, or

history, but also eco-friendly, waterproof, anti-seismic and that can breathe with air and rhyme with time, whose texture reminds me of the power of nature."

From Ju Bin's perspective, most materials are full of life.

Many original materials will gradually age as time goes

by, developing a fine patina on the surface that visualizes

the profundity of their past. The old objects represent the

accumulation of history and culture in the space, revealing a sense of elegance. Therefore, in the Alila Sugar House

Yangshuo project, he has preserved the manually polished old floorings and spliced door panels. "I deliberately

reserve the industrial feeling in my design to retain the

unsophistication of space instead of being too exquisite." It is his way of paying homage to the past heritage.

MOUTAI MAGAZINE

the middle of the pond is the most constant observer

and recorder. Combining traditional architecture with contemporary life, the pavilion not only brings out a

collision between ancient and modern elements, but

also brings people into a hazy waterscape as being in the southern water town in China.

The design of a place can dominate surroundings and

affect people's mood. Ju Bin's favorite spot in Alila Sugar House is the rum bar placed in the scene of traditional

industrial heritage. Following the downward spiral stairs made of stone, we will walk into a bar of exclusive post-

modern style. The sharp contrast of the natural landscape

Good Spatial Design Can Stimulate the Preset Reaction of Affection Ju Bin believes that the relationship between man and

space has always been interchanging between intentions

to "adapt" and "transform", but in the case of architecture, a designer should take both into account. The setting of

spatial scenarios built with these intentions is a ritualistic concept beyond life. For example, outdoor cinemas and reeds were his childhood memories, so he would try to

duplicate his understanding of aesthetics inspired from

the past in his design. As the clear reflection of clouds and mountains in the swimming pool closes the gap between man and nature, the concrete girders on the pool's side

serve as a medium enhancing the layers of close and distant views. The abundant visual effect makes Alila Sugar House Yangshuo a place hard to forget.

In Xitang NĂŚra Hotel, the wood pavilion located in

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upstairs by the pool and the modern punk style downstairs

in the bar can easily provoke people's emotional reaction as anticipated, which will be further intensified by the drink served there. This kind of contrast can also be discovered in Gem Garden. To the left of the first floor's entrance,

there is an elegant leisure space combining idyllic seats to

enjoy Kungfu tea from Chaozhou on one side and a pub to

savor strong liquor on the other side. The restaurant owns a majestic collection of Moutai liquor of different production years and product series, taking over the complete side of a wall. From time to time, Ju Bin will drop by and enjoy

Moutai with friends. Of course, it is in line with his setting of the scenario. Savoring Moutai liquor in such an elegant environment is just like having a poetic conversation

with literati. The mellowness of Moutai's lingering Jiang

fragrance should be appreciated slowly and attentively. Ju

Bin thinks liquor tasting is no different from reading a book. Both our mood and the scenario we are in are inspiring a

deeper communication between the liquor and ourselves.

PEOPLE 人

“I really appreciate the attention and humanistic care for minor details. They are the premises for establishing outstanding design.”

「我很喜歡這些對末節的照顧和人文關懷，覺得這是好設計成立的前提。」 – Ju Bin 琚賓

MOUTAI MAGAZINE

十

文化語境。

月初在深圳見到了琚賓，是在其最新的設計作品—— 深圳的珍庭潮州餐廳開業典禮上，這個全新的高端潮州餐廳，卻被琚賓的設計之筆搭建出一個平行時空的

珍庭是餐廳，亦是一個依托歷史文脈、擁有多元、共生藝術氣

質的感官空間。通過門面，你可能很難意識到這是一間餐廳，在首層入門處，混凝土砌塊的壘砌交疊的亮面金屬片，在日光下折射著玲瓏光斑，高挑的墻面順著大廈往上生長，特別像一座藝術館的入口。往內，直面的是一個倒錐形的藝術裝置，順著錐體水滴緩緩而

下，落入虛無。還有往二樓電梯間的廊間，布有一片綠色苔生植物，巧妙的鏡面折射的空間隔斷，讓每一個角落落目，都有不一樣的闊達感。而這，是一間餐廳嗎？這更像是有一點點梵思的藝術角落。電梯直上，珍庭的面貌才在光影間逐漸顯露，過渡空間灰黑色的肌理、劈斧面的石材，有點「厚重」，但走進每一個獨立的空間，視

覺得到釋放，豁然「輕朗」，傳統潮汕的木雕，中式宮廷繪畫墻紙，將歷史與當代的情境組合在一起，在琚賓的設計下，空間呈現出「重

與輕」、「剛與柔」的承前轉後，「重」是歷史承載的外衣，「輕」是傳統文化解構後的理解和詮釋。「如何重新定義記憶中的潮州餐廳？潮州餐，一個質樸、原生材料的匯融。」在琚賓對於傳統和現代的深思理解下，珍庭的每一個角落都是傳統文化當代解讀後的濃縮。

最具文人氣究的建築師

一直在公眾號上關註琚賓，他的文風流淌，對建築之所思，對

人性之所感，皆凝結成悠揚文字。他文字下建築有「情」，環境和

空間也是有「情」的，他將「當代性」「文化性」「藝術性」共溶、共生，以此作為設計語言用於空間表達。

讀他的文字，我甚至認為他是一位文人。直至與琚賓的初見，

這種文人氣息始終與其相隨，在他含蓄的笑意中；在他與來賓合影

紅」——漓江邊上的阿麗拉陽朔糖舍（目前已經換牌）以及去年才剛開幕的西塘良壤酒店。

在阿麗拉陽朔糖舍開幕之年，多少互聯網平臺會出現那標誌性

時不斷向後退讓，把最佳拍照位讓給嘉賓的低調謙遜裏。雖在自己

「打卡」的泳池——在一片靜謐的水池邊，以群山下的舊建築為幕

奮地表達自己是他的粉絲時，他也是淺淺地笑。

離了時間痕跡，與天然景觀曲得合韻。這是琚賓傾註了四年心血和

的主創作品前，但是他卻隱退了自己「主角光環」，甚至在來賓興其實，這幾年的作品，早就讓讓琚賓戴上了「明星設計師」的

光環。他的設計作品，在互聯網當道的當下，迅速地被捧成了「網 56

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景，工廠時代保留下來的的兩排氣勢磅礴的斑駁水泥桁架，建築抽時間的走心項目。「一萬六千平米的酒店在我眼裏有著千百萬般的景致，高入空中煙囪頂，低至池內鋪底磚，從蘆葦到連理樹，到舊

MUSE 樂木板及門拼花，早先的老壁舊垣，如今的姹紫嫣紅開遍，四年的時光和心血……」

他對於傳統與現代都有鞭辟入裡的理解，新與舊的交融運用得

非常成熟。從拿下項目以來，他就在思量如何最大程度地保留舊時糖廠的地域完整性、豐富多樣性，並能恰如其分地從設計上傳達出建築本身的歷史背景、感情因素，在他看來，這一切都很是具有稀缺性。他很玩趣地為每個空間裏註入了不同的強烈色彩，他認為，

朔糖舍項目中，他盡可能地保留著手工打磨後的舊地板，拼接出的

門面板等。「設計過程中特意保留的工業感，使得空間裏留有拙性，不過於精致。」這，也是出於對歷史，對舊物的致敬。

好的空間設計激發預設情感反應

琚賓認為，人與環境的關係一直介於「適應」與「改造」的意

要將「舊的空間裏借當代性去碰撞出新對話，產生新能量，把藝術

圖之中，建築得兼顧。空間情境的設定，或者說意圖營造的，其實

……「與無法大改的老房子形成對抗、達到平衡，變出生機，將記

時的記憶，他就嘗試在空間場景上復刻回憶，使之實現，陽朔漓江

性做到極致」。於是有了紅大堂、金書吧、藍酒吧，鋼板銹色餐廳憶海馬體內部增益成長期且更加有趣的層面」。

回歸拙性保留歷史沈澱感

室內設計，有的說是在平白的空間裏再造景，有的說是依循歷

史痕跡述說過往。而琚賓，就擅長為老建築繪新顏，讓歷史的美人

是種較生活之上的更具有儀式感的概念。如露天電影和蘆葦是他兒邊上與青山白雲親近的泳池，兩旁的老水泥桁架做為了遠景近景與層層遞進的媒介，也是極具記憶點和儀式感的。

西塘良壤酒店水波中央的原木色亭，也是酒店裏最恒定的觀察

記錄者，它將傳統建築與當代生活榫接在了一起，古今碰撞的同時，又呼應了地域感，更多地是一種預設的江南朦朧水鄉場景。

場所可以支配事物，可以主導心境。琚賓就特別喜歡被設置在

重現高光時刻。漓江邊上的糖舍如此，他為深圳帆船會所設計的「東

工業遺跡場景下的糖舍的朗姆酒吧，旋轉式的舊階石樓梯層層遞下，

餐廳裏。

感反應，讓人在好山好水間攆轉進了有著朋克風的場景。而在深圳

西餐廳」亦然。古舊的夯土墻被他運用在了具有高級現代感的會所「我對夯土墻一直有感情，除卻暗含文化底蘊、歷史悠久、生

態環保、防水抗震、耐久等等外，還好看。這是能與空氣同呼吸與

進入的是一個後現代風的專屬酒吧，內裏的酒也容易激發預設的情的珍庭，一層的入口左側，拾階可上一個清雅簡約的茶座酒吧，一側是潮汕功夫茶座的閑逸舒坦，另一側則是烈酒的一方天地。各款

時光共韻律的材料，摸著這質感的外墻壁，我能感受到來自大自然

不同年份和珍藏級別的茅台酒靜置於此，布滿一面墻壁，也是浩蕩

在琚賓看來，材料很多都是有生命的。許多原生材料，會慢慢

景的空間裏，在優雅的環境中細品茅台很符合文人雅談的調性，不

的力量。」

隨著時間和空氣慢慢變老，會有包漿，使得空間也會慢慢地有了沉澱感。空間裏的舊物，代表著歷史、文化積累與雅致，因此，在陽

壯觀。琚賓偶時會與友人一品茅台，當然，會是在一個有著預設場急促，徐徐而來，在味蕾中回味細致、豐富綿長的醬香白酒。他認為，品酒也如讀書，心境和情境，都在激發你與酒的深刻對談。 MOUTAI MAGAZINE

I Would Love to Join These Banquets if I Could Travel Back in Time 如果能回到古代，我想去這幾個酒局

Text/ 文 Axi( 大鬍子阿細 ) Translation/ 譯 Ziyang

here were many notable banquets and

rendezvous in the history of China. Some of them were absurd and bizarre, such as the

"Liquor Pool and Meat Forest (a large pool constructed

to be filled with liquor surrounded by trees made out of

meat skewers with thick chunks of roast meat hung off the branches for extravagant parties)" created by King Zhou of the Shang Dynasty; some harbored evil intentions like the

"Feast at Hong Gate" prepared by Xiang Yu with the hidden intention to get rid of Liu Bang for more power; some

were lonely yet beautiful like the one when Yang Yuhuan, the favorite concubine of Emperor Xuanzong of the Tang

Dynasty, got stood up by the Emperor at a rendezvous and decided to drink alone in the Imperial Garden where they

If I could travel in time, I would like to have the honor to

meet "the seven sages of the bamboo grove" in any one of

their get-togethers at first. They were Ji Kang, Ruan Ji, Xiang

Xiu, Liu Ling, Ruan Xian, Shan Tao and Wang Rong, a group of Chinese scholars, writers and musicians in the time of

the Wei and Jin Dynasties, a turbulent period yet a golden age of cultural enlightenment and humanity awakening. Represented by "the seven sages", worthies at that time

constantly reflected on themselves and their destiny. They advocated freedom regardless of the restriction of ethical principles and regulations. Brought together by their

common ideal, the seven sages often gathered and drank in the bamboo grove.

Among the seven of them, Ji Kang was considered

were supposed to meet.

as the spiritual leader. As a master of literature and art,

actually affected major historical processes. However, I

post under the Cao Wei State. Later, he held aloof from

These tales all sound very exciting. Some of them even

think we had better not attend any of the above banquets

if we could travel through time. As the saying goes, "to be

in the king's company is tantamount to living with a tiger". Where there were emperors and generals involved, there would be a great chance of accidentally losing our life.

I cherish my life, so I would go to the ones initiated by

men of letters if I had a choice. On the one hand, it would

be safer, and on the other hand, I could drink to my heart's content with them because they were upright people who really loved drinking. 58

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he intermarried with royalty and assumed an official the dangerous politics and chose to live in seclusion unrestrainedly, making a living as a blacksmith and eventually being sentenced to death by Sima Zhao. The news of his execution led to the first student movement in Chinese history that

three thousand scholars petitioned

for his pardon. However, his enemies

were implacable. Before his execution, Ji Kang played one last song "Guangling San" on the guqin, facing his fate unflinchingly.

ETIQUETTE ç¦®

MOUTAI MAGAZINE

Ruan Ji was unwilling

to get involved in politics

despite his talent. In order to win him over, Sima

Zhao proposed to arrange the marriage between

his own son and Ruan Ji's daughter with the help of a matchmaker, but Ruan

Ji remained unmoved. He kept himself drunk for

two months, leaving the

matchmaker no chance to speak. The matchmaker

had no choice but to give up.

Liu Ling was said to be

an alcoholic. He literally brought a large jar of

liquor with him wherever he went. In case he was

drinking to death, he even asked his servant to carry

a shovel along so he could be buried right on site.

Lu You, a famous poet in

the Song Dynasty, wrote a poem in honor of him.

"The seven sages of the

bamboo grove" set up a

model of the worthies in

the Wei and Jin Dynasties, attracting countless to

follow suit. I herein think of another one, Wang

Huizhi of the Eastern Jin Dynasty, who was also an upright man. I would be flattered if I could have a drink with him. It was said that once Wang Huizhi could not fall asleep

on a snowy night, so he got up and pour himself a drink while enjoying the view of the moon. Then he suddenly

decided to visit and have a nice chat under the snowy sky with his friend Dai Andao who lived nearby, thus setting

off by boat that very night. However, the boat was so slow that it took him all night before he arrived at Dai Andao's 60

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door. Surprisingly, instead of knocking on the door, he directly headed back home because he was not in the

mood anymore. When someone asked him why he did

not go inside since it took him a whole night to get there,

he replied, "I set out in high spirits, and returned after an enjoyable trip. Why bother to go in?"

Following the long river of time, the next banquet I want

to attend was also in the Eastern Jin Dynasty. It was the

ninth year of Yonghe (353 CE), an ordinary year with no

ETIQUETTE 禮 specific events occurred, also the year when Wang Xizhi

(Wang Huizhi's father) met with over forty literati including

Xie An in late spring at the Orchid Pavilion, Kuaiji Mountain (today's Shaoxing, Zhejiang Province) where he was appointed as the governor at that time.

The Orchid Pavilion was located at the northern side of

the mountain, surrounded by streams, where Wang Xizhi and his friends were engaged in a drinking contest. They

put cups of liquor in the water. Whenever the cup drifted down from the upstream and stopped in front of a guest,

the guest had to compose a poem or otherwise drink up the liquor in the cup. The so-called "winding stream party" was exactly originated from this gathering.

The reason I want to go to this drinking contest is that I

want to witness the moment when Wang Xizhi composed "Preface to the Poems Composed at the Orchid Pavilion (Lantingji Xu)" and had this masterpiece written on a

cocoon paper in the running (or semi-cursive) style with a

weasel-whisker brush. This epic work was regarded as "the high point of the running style in the history of Chinese calligraphy" by later generations.

The improvisational work with the elegant and fluent

strokes with a coherent spirit established a new style of

calligraphy. The Chinese character "Zhi" appeared twentyone times in the script but was never repeated to look the same with distinct beauty. The authentic manuscript was

desired by numerous people including Emperor Taizong of Tang.

The Emperor did not hesitate to spend a fortune to track

down its whereabouts and was informed that the original

was possessed by a monk named Bian Cai. The monk was summoned several times to offer the manuscript to the

Emperor but never compromised. In order to obtain the script, the Emperor tasked one of his court officials to

disguise as a scholar and seek temporary lodging in the

temple where the monk was at. After gaining the monk's

trust, the official successfully spirited away the original for the Emperor.

The origin of "Preface to the Poems Composed at the

Orchid Pavilion Gathering(1777）蘭亭曲水圖

Soga Shōhaku (1730-1781) Hanging scroll, ink on silk 曾我蕭白

落款：「安永丁酉仲冬 / 曾我蕭白」

Orchid Pavilion" was said to have been buried together with

Emperor Taizong in the mausoleum. However, his tomb was robbed during the Five Dynasties Period, and the authentic manuscript was nowhere to be found since then.

The scripts that we are able to appreciate today are most

likely the copied edition that the Emperor requested his officials to facsimile.

I really wish to attend the banquet at the Orchid Pavilion

to witness Wang Xizhi write down the authentic manuscript. It would be a blessing.

In addition to all of the above, there was one more

banquet comparable to the gathering at the Orchid Pavilion where I want to participate, the one that inspired Du Fu, a MOUTAI MAGAZINE

famous Tang poet, to compose the "Drinking Song among Eight Immortals":

Zhizhang rode on a horse after getting drunk, Wobbling and rocking as if sailing in a boat.

He accidentally fell into a well with his vision blurred, And fell asleep at the bottom of the well. After drinking three dekaliters of liquor,

Ruyang attended the Imperial audience at dawn.

On the way when he came across a carriage loading fermented liquor, He drooled over the fragrance flowing out,

Just hating not being appointed a post close to the Jiuquan County, Whose spring was said to be as tasty as liquor.

Prime Minister Zuo spent thousands on pleasure every day. He drank like a whale swallowing water from all rivers, Claiming to toast and drink to escape from the politics, So he could gradually step down.

Zongzhi was a handsome and charming young man.

Raising his cup, he gazed into the blue sky with his clear eyes. Standing tall, his figure looked like a jade tree in the wind. Though Su Jin always fasted in front of the Buddha,

He would completely forget about the precepts every time he started drinking. Li Bai could compose hundreds of poems after a jar of liquor. He was a regular customer of taverns in the Chang'an Street, And often sleep over there after his patronage.

When summoned to write a poem for the Emperor,

He refused to board the boat because he was too drunk, Calling himself the immortal of liquor.

Zhang Xu would create elaborate works of calligraphy after three cups of liquor. He often became oblivious of social etiquette, Taking off his cap in the presence of nobles. Wielding his hair as a brush,

His explosive cursive writings on the paper were wild like wind and smoke. Only after five jars of liquor could Jiao Sui be in the right state. His harangues at the table often astonished everyone.

All eight "Immortals" mentioned in the poem were worthies at that time.

He Zhizhang, the oldest among them all, once exchanged his gold ornament

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ETIQUETTE 禮

Gathering at the Orchid Pavilion 蘭亭修禊圖

Artist: Unidentified Artist

Period:Ming dynasty (1368–1644)

作者：佚名（舊傳李公麟）創作時間：明朝

for liquor. Ruyang refers to Li Jin, Prince of Ruyang, and the

other the most. They became close friends because of

live in the Jiuquan County and enjoy liquor everyday than

Fu had been starved for several days in his last days. Though

grandson of Emperor Ruizong of Tang, who had rather to to be a prince. Li Shizhi, Prime Minister Zuo, drank like a

water-absorbing whale. Su Jin always said that he practiced Chan Meditation, but he could not control his obsession

for liquor. Li Bai, was regarded as "the immortal of poetry"

and "the immortal of liquor". Legend has it that he ventured to ask the Imperial concubine to grind the ink for him

and request the Emperor's eunuch to take off his shoes.

poetry and both died of alcohol. Broke and frustrated, Du

he was later rescued by a county magistrate, he eventually

died of insobriety. As for Li Bai, some said his life was taken by excessive drinking while some other said that he was drown to death when he was boating on a moonlit night

and accidentally fell into the lake when he tried to reach the moon.

Anyway, just for meeting the two of them, I would want

Zhang Xu was known as "the Divine Grassist" for his great

to join the gathering of "the Eight Drinking Immortals".

who often used his hair as the brush to write scripts when

proving that "the Eight Drinking Immortals" actually

speeches after drinking.

time, I might need to take some efforts to visit them one by

skill in the grass (also known as "the cursive style") script,

drunk. Jiao Sui, a talented man, always delivered impressive Among these literati, Du Fu and Li Bai cherished each

The only problem is there has been no clear record

gathered together in history. If I could really travel back in one.

MOUTAI MAGAZINE

中

國歷史上有不少著名的酒局。

這些酒局有的荒誕離奇，比如商紂王的酒池肉林；

有的暗藏殺機，比如楚霸王的鴻門宴；有的風情萬種，

比如唐玄宗約了楊貴妃，後者一人獨醉的百花亭……

它們聽起來煞是來勁，有的甚至影響過歷史的重大進程，但依

我看，如果能夠時光旅行，上面這些酒局，都還是不要去。所謂伴君如伴虎，有帝王將相出沒的地方，一不小心，就會丟了性命。

我惜命，所以如果能選的話，我還是去那些文人墨客的局。一

來安全，二來以他們的做派，可以喝個盡興。說幾個我最想去的：若能時光旅行，我第一時間想去的，當屬魏晉時代「竹林七賢」們相會的任意一個酒局。

The Eight Immortals of the Wine Cup (later 1700s)

飲中八仙屏風

Soga Shōhaku (1730-1781).

Pair of six-panel folding screens, ink and cut-gold foil on paper. 曾我蕭白（1730-1781）

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魏晉雖戰亂動蕩，卻也是個文化啟蒙和人性覺醒的黃金時代。

以竹林七賢為代表的名士們很注重對自身和命運的思考，不拘理法，崇尚自由。這七賢分別是嵇康、阮籍、向秀、劉伶、阮咸、山濤和王戎，他們常常在竹林相聚暢飲。

這七人中，嵇康是精神領袖。他與皇室通婚，官拜大夫，精通

文藝，後來卻隱居打鐵為生，自由散漫，與世人格格不入，最後被

司馬氏處死。消息傳出後，爆发了中國歷史上第一次學生運動，

三千太學生為了救嵇康集體請願。行刑時，嵇康彈了一曲《廣陵散》，從容赴死。

阮籍一身才華，卻不願卷入政治。司馬昭當時一直要籠絡他，

想讓自己的兒子娶其女兒，互通婚姻，找了人來說媒。阮籍不為所

ETIQUETTE 禮動，酣飲六十日，每日大醉。媒人說不上話，最後只能作罷。

劉伶，酒癡。經常駕著車，帶一大壺酒，邊走邊喝。叮囑仆人

扛著鐵鍬跟著，說自己在哪兒喝死，就讓仆人在哪兒將自己埋了。

興，於是轉頭就回。別人問起，為何到了門前都還不進，他留下一句，「乘興而來，興盡而返」。

順著時間長河，下一個我想去的酒局，也在東晉時期。那是永

後人陸遊有詩一首，「百錢掛杖無時醉，一鍤隨身到處埋」，

和九年，看起來一個普通的年份，沒什麽大事，但那一年，當時官

竹林七賢樹立了魏晉名士的風流典範，引來無數人的效仿。我

稽山的蘭亭相聚。蘭亭坐落在會稽山的山北，亭子前後環繞溪流。

說的就是他。

想起還有一位，東晉的王徽之，他也是個性情中人。若能赴他的酒局，當是美事。

說王徽之有回夜里下大雪睡不著，於是斟酒賞月，想起友人戴

安道住附近，就乾脆連夜乘船，想去探望。只是船實在太慢了，花了一夜，他才到了戴的門前，那時候他已經沒了和戴雪夜共談的雅

拜右將軍的王羲之在暮春三月，與一代名相謝安等四十余人，在會王羲之和朋友們就將酒杯置於流水之中，杯子流到誰的身邊，便由誰一飲而盡，所謂「曲水流觴」，就是這麽個意思。

之所以想去這個酒局，是因為王羲之當時提筆留下了一幅曠世

墨寶，那就是被後人稱為天下第一行書的《蘭亭集序》。

王羲之寫《蘭亭集序》寫得瀟灑飄逸、清新和暢，奠定了一種

新的書法樣式，單是那 21 個「之」字，都是字字不同，各呈美態。他這真跡自然引得無數人想要收藏，包括後來的唐太宗。

唐太宗不惜重金四處求購，後來得知在一個叫辯才的老僧手里，

於是多次召見，想讓他進獻這幅墨寶，可這位老僧始終不肯。太宗

後來使了個陰招，讓人扮作潦倒的書生，投宿到了老僧所在的寺廟，騙取其信任之後，再將《蘭亭集序》盜出，從而占為己有。

說太宗死的時候，是讓《蘭亭集序》陪葬的。只是五代之時，

他的墓被人盜過，其中寶物被一掃而盡，《蘭亭集序》的真跡從此下落不明。

我們現在所見到的《蘭亭集序》，多是唐太宗找人臨摹的版本。

所以要能參加王羲之的酒局，親眼目睹其揮毫寫下《蘭亭集序》，

那該多好。這些文人酒局，還有一個我想去的，足以媲美王羲之的蘭亭集會。杜甫杜少陵曾由此寫出了《飲中八仙歌》：

知章騎馬似乘船，眼花落井水底眠。

汝陽三斗始朝天，道逢麹車口流涎，恨不移封向酒泉。

左相日興費萬錢，飲如長鯨吸百川，銜杯樂聖稱避賢。

宗之瀟灑美少年，舉觴白眼望青天，皎如玉樹臨風前。蘇晉長齋繡佛前，醉中往往愛逃禪。

李白斗酒詩百篇，長安市上酒家眠。

天子呼來不上船，自稱臣是酒中仙。

張旭三杯草聖傳，脫帽露頂王公前，揮毫落紙如雲煙。焦遂五斗方卓然，高談雄辨驚四筵。

詩中八仙，各個都是當時的名人。

知章是賀知章，在這八人中年齡最長，曾解下日常佩戴的金龜

換酒，說的就是他；汝陽王李琎，是唐睿宗李旦的孫子，他寧願住到酒泉去，也不願意被封王；左丞相李適之，喝起酒來煞是痛快，像是鯨魚吸水一般；蘇晉總說自己修禪，但一遇酒局，就把持不住了；李白更不必多言，既是詩仙，又是酒仙，傳說倚酒三分醉，讓貴妃磨墨，力士脫靴；張旭是一代草書聖手，常借著酒勁，揮毫縱橫；焦遂亦是才華橫溢，酒酣之後，高談闊論。

這幾個人里，杜甫和李白最為惺惺相惜。兩人因詩結緣，因酒

而死。杜甫生前潦倒，曾連餓多日，後被耒陽縣令搭救，暴飲而死。李白也是飲酒過度，醉死在了宣城，也有一說是月夜泛舟，酣醉之下，想去夠月亮，結果溺水而亡。

就光沖李杜二人，我也想加入那「飲中八仙」的酒局。

不過有個問題，歷史上並沒有「飲中八仙」齊聚一堂的明確記載。

要真能穿越回去，恐怕還是得費些腳力，一個個登門拜訪才行了。 MOUTAI MAGAZINE

Fully Enjoy Ourselves When We Feel Pleased 得意須盡歡 I

Text/ 文 San Wu Cheng Qun 三五成群 Translation/ 譯 Guan

n addition to the long duration, Chinese history

merchants going on business trips. There were also vendor's

coherence. Internally, our main ethnic group is

charity to travelers who were tired and thirsty during their

is more importantly known for its continuity and

called "Han", and externally, we are known as "Tang", which shows the huge influence from the Han Dynasty and the

Tang Dynasty on our culture. From the Dunhuang frescoes

to the ancient Chinese poems, the Tang Dynasty has left us

with a boundless artistic conception with rich creativity and open-mindedness that we are still long for after thousands of years.

China's unique liquor culture has already matured

during the Tang Dynasty. Under the powerful unification of the empire, the advanced agriculture also provided

strong guarantee for the development of liquor making. In the prosperous age, the Tang government issued an order that "all households making and selling liquor (owners of taverns) could be relieved from other duties only by

paying for the liquor tax regularly in accordance with the regulation", which greatly promoted the private liquor

making industry and nourished the emergence of private

stands set up on the state roads selling or offering in

journey. In the busy metropolitan areas such as Chang'an, Yangzhou and even Dunhuang in the northwest, taverns could be found in every alleys, every streets and even in

the outskirts. You could see people with utterly different

identities enjoying their drinks in the taverns, from ordinary citizens, literati and poets to honorable imperial nobles.

This industry was so developed then that the construction of taverns could be extremely grand and the types of

liquor were diverse. According to records, the taverns in Chang'an (the capital of the Tang Dynasty) were built to

over a hundred feet tall. The constantly waving flags on the building and the endlessly lingering music were all luring passers-by to attend the never-ending parties. Although

there are no pictures left as proof, we can still get a glimpse of the prosperity from the painting "Along the River during the Qingming Festival" from the following Song Dynasty. One of the greatest treasures of the cultural heritage

taverns. A series of literature shows that drinking and

from the Tang Dynasty is poetry. We can also say that

walks of life and an indispensable role in banquets at that

Behind the resplendence, numerous poets used "liquor"

reveling has become a common way of recreation of all time. Since the raw material for liquor making is grain, people still have the custom to celebrate upon harvest seasons until now.

The large number of taverns at that time made it so

convenient for people to have a drink. The developed

commerce also provided a favorable environment for people to open taverns all over the nation to benefit 66

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Chinese poetry culture reached its peak during this time. as the subject or the finishing touch in their poems. Fine

liquor and the beautifully composed poems complemented each other perfectly. Through the rhetoric languages in the poems, the mellowness of liquor seemed to be enriched.

"The fine liquor in the glorious Tang Dynasty is the finest under heaven" fully reflected the mutual achievement of

liquor and poetry at that time. Although we are no longer

ETIQUETTE çŚŽ

able to taste some of the fine liquor at the Tang Dynasty,

any old friends when you head west from the Yang Barrier"

handed down to later generations. Li Bai, regarded as "the

border. Wang Han composed "I want to drink the fine

their reputation has left imprints through the poems

immortal of poetry", was known by the world for his love for liquor. He wrote in his poem "Writing as a Guest (Ke Zhong Xing)" that "The Lanling liquor is intoxicating as

it exudes charming fragrance like tulips, and the color of

liquor in my jade bowl is as clear as amber". He also left a

legend of exchanging his mink coat for a jar of fine liquor.

Li Bai's "Bring in the Liquor (Qiang Jin Jiu)" can definitely be considered as the perfect embodiment of the combination of liquor and poetry. He wrote, "Let's take all the time we

need to fully enjoy ourselves when we feel pleased to our life and do not face the moon with an empty goblet. I believe

that my abilities granted by heaven must have a purpose,

thus even if I spend all of my fortune, they will come back

as a farewell to his friend who was leaving for the northwest wine in the luminous glass while the mounted pipa player ordered us onwards" to describe the feast among soldiers before heading toward the battlefield. Cen Shen wrote to

his friend, "Let's get off your horse and have a drink with

me in the tavern, so I can express my farewell to you before you leave for the west to fight against the enemies." Wang

Changling wrote "I stay at the Fufeng County as usual and drink alone to past the time" when he was traveling to the

northwest region. In addition to appreciating the fantastic literary imagination of these verses, we will need to have a drink to communicate with these great poets in our drunken dream.

Other than grain, liquors in the Tang Dynasty were also

to me again. Boil a lamb and butcher an ox, what a joyful

made from fruits or special herbs and spices for special

Bells, drums, delicacies and jade are not fine enough for

be the time when Chinese people first knew about liquor

feast. We must drink hundreds of cups all at onceâ&#x20AC;Śâ&#x20AC;Ś

me. I only wish to be drunk forever and never sober again.

Sages and men of virtue have always been unknown. Only a

drinker will leave his name behind." What he said in the last two verses made him seem more of "an immortal of liquor"

rather than "an immortal of poetry". Another great poet, Du Fu, even wrote a poem named "Drinking Song among Eight Immortals (Yin Zhong Ba Xian Ge)" to grant eight liquor-

loving poets including Li Bai, He Zhizhang and Zhang Xu as "the eight drinking immortals".

Liquor drinking culture has been blended into every

way of emotional expression during the Tang Dynasty. As is known to all, the Tang empire has put so many efforts

to develop the western regions. Whenever I set foot on the land of Gansu, facing the thousand-year-old bleakness at

festive or ceremonial purposes. The Tang Dynasty might made from fruits such as wine. Also, most fruit wines

were imported from the western regions, reflecting the

openness towards other cultures at that time. As for the

liquors for special purposes, they were usually made from

rice wine as the main material plus some other ingredients. However, with the change of times, some festivals are

no longer popular at present, thus the liquors relevant

to those festivals have gradually stepped down from the

historical stage. The social structure in the Tang Dynasty

was classified by different nationalities, ranks, occupations and festivals, and liquor could be found in every occasion. We can say that the formation of today's Chinese liquor drinking culture is originated from that period.

What the Tang Dynasty left to posterity is the generous

the Jade Gate (the Yumen Pass) and the Yang Barrier (the

grandness, which is not extravagance or waste, nor

to honor ancestors' spirit of exploring and guarding this

national culture. The sincere self-confidence makes us

Yang Pass), I cannot help feeling that I should have a drink land. There were many poems about stories at frontiers that are quite famous. Wang Wei wrote "My old friend, I ask you to have another drink with me since you won't come across

exploitation of power, but the confidence for its own

stronger, making our culture more appealing, and a jar of fine liquor is the best presentation of this national confidence.

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國歷史除了時間長久之外，更重要的是一脈相承。對

如「歇馬杯」，為唐朝官道上為行人施酒解乏之行為。在豪華的都

我們影響之深。從敦煌的壁畫，到書本上的詩詞，唐

小巷乃至郊外，都密集地遍佈酒肆。在這些酒肆當中，有市井小民，

內，主體民族稱漢，對外則被稱唐，可窺漢唐二朝對

朝留給我們一個充滿豐富創造力的，豁達大度的大千意境，千百年後仍讓我們心馳嚮往。

而中國獨特的酒文化，在唐朝時期已趨成熟。在帝國強大的一

統之下，發達的農業也為釀酒業提供了雄厚的保障。盛唐時政府頒令「天下置肆以酤者，斗錢百五十，免其徭役。」，這對民間的釀

市圈，如長安都市圈及揚州都市圈，甚至西北的敦煌都市圈，大街有文人騷客，也有皇公貴族。既然如此發達，那想必酒肆的建造及酒品的種類，也必然昌旺。根據記載，首都長安的豪華型酒店，建築高百尺，旗幟飄揚且絲竹樂聲不絕於耳。雖無畫面留下，但可從後世宋朝的《清明上河圖》中以窺一二，自行想像。

唐朝文化遺產最大的瑰寶之一便是詩詞，中國詩詞文化也在唐

酒業產生極大的推動作用，成行成市的民間酒坊酒店誕生。從一系

朝達到了金字塔的頂端。輝煌的背後，以酒為題材，或者以酒為潤

席當中必不可缺的主角。由於釀酒的原材料是糧食，每每豐收之

脫了詩的辭藻。在這相互映襯的作用下，有所謂「盛唐美酒甲天

列的文獻資料顯示，飲酒作樂已經成為各個階層的共同嗜好，是宴際，也多有飲酒慶賀之習。

由於酒店眾多，生活在唐朝喝到一口酒是非常容易的。國境內

商業發達，從東至西，由南至北，都有大量酒肆，以供商旅。更有 68

SEP 2020

飾的不計其數。美酒名詩常常是相得益彰，豐富了酒的香醇，也灑下」。而有些名酒，滋味如何不可嚐，但卻通過詩詞留下了千古芳

名。大名鼎鼎的「詩仙」李白，以嗜酒聞名於世，其《客中行》中，描寫蘭陵酒為「蘭陵美酒鬱金香，玉碗盛來琥珀光」，更是為劍南

ETIQUETTE 禮

燒春留下過「解貂贖酒」的典故，為了一口酒，不惜典賣皮草。李

聊自寬」……一句句的詩詞，除了讚歎文學想像力之豐美，更要飲

須盡歡，莫使金樽空對月。天生我材必有用，千金散盡還復來。烹

唐朝的酒類除了來自糧食之外，還有來自水果以及用特殊藥

白的《將進酒》絕對是酒與詩最完美結合的體現，所謂「人生得意

上一杯，與千人神交。

羊宰牛且為樂，會須一飲三百杯……鐘鼓饌玉不足貴，但願長醉不

材、香料，為特殊節日、儀式所配製的特製酒。中國人對於以葡萄

寞，惟有飲者留其名」，彷彿李白不似「詩仙」更似「酒仙」。另

入，也反映了唐朝對不同文化的吸納。至於特製酒，基本是以米酒

復醒。古來聖賢皆寂寞，惟有飲者留其名」。一句「古來聖賢皆寂一巨擘杜甫，更是用一首詩封賀知章、李白、張旭等八位好酒之徒為「飲中八仙」。

飲酒文化已經融入到唐朝的每一種情感表現裡。眾所周知唐帝

國對西域的開發，每當我踏足甘肅的土地上，在玉門關、陽關面對著這千百年的蕭瑟，不禁覺得自當飲上一杯，沒有比酒，更能體味

酒為主的果酒，估計初識階段就在唐朝。而且果酒大多數從西域傳為主，再加入其它材料。過從唐至今，有一些節日如今已不流行，和他們有關的一些特製酒也隨之退出了歷史舞臺。而唐朝的社會結構，可謂是從不同民族、不同位階、不同職業、不同節慶，隨處都能見到酒的身影。回看今日國人飲酒文化之形成，可謂濫觴於此。

唐朝留給後人，就是一份大氣。這份大氣並不是奢華浪費，也

這份開疆守土的厚重了。王維的「勸君更盡一杯酒，西出陽關無故

不是窮兵黷武，而是來自對自身國族文化的自信。這種由衷而發的

鞍暫入酒家壚，送君萬裡西擊胡」，王昌齡的「依然宿扶風，沽酒

恰是這種自信最好的承托。

人」，王翰的「葡萄美酒夜光杯，欲飲琵琶馬上催」，岑參的「脫

自信，使得我們覺得自在，使文化變得有感染力，而一樽美酒，恰

MOUTAI MAGAZINE

」托希莫魔力「 ia Kwan

liv Text/ 文 O

SEP 2020

MUSE æ¨&#x201A;

MOUTAI MAGAZINE

an I have a Mojito for my lover? I love looking

made by a crude form of rum, mixed with mint leaves, lime

"Mojito" was definitely one of the hit songs

invaded Cuba, Sir Francis Drake improved the recipe of

at her tipsy eyesâ&#x20AC;Śâ&#x20AC;Ś" Jay Chou's latest single

looping in people's headsets in the past summer, lifting the gloom of the pandemic. "Mojito" once became a buzzword

and was sold out every night in the bars, as if going to a bar without having a Mojito was wasting the summery vibe.

Originating in Cuba, Mojito is a cocktail that consists of

five ingredients: white rum, sugar (traditionally sugarcane juice or cane sugar), lime juice, fresh mint leaves and

soda water. Most importantly, the mint leaves should only be bruised to release the essential oils instead of being shredded. The sweetness, citrus scent and herbaceous

mint flavor perfectly complement the strong flavor of rum, presenting a transparent drink as refreshing as the sea breeze gently blowing on your face.

It is said that the origin of Mojito was a medicinal drink

SEP 2020

and cane syrup to prevent scurvy and dysentery. As pirates this drink by using early rum and named it "El Draque", which gradually became today's Mojito. The theories

behind the origin of the name "Mojito" are also debatable. One of the theories is that this name relates to "mojo", a

Cuban seasoning made from lime, which seems to be more relevant to the actual history of Mojito. Another theory

believes the name is originated from an African word "mojo" meaning "magic charm", which I think is more spiritual. Mojito does not taste strong, yet the tipsiness after a few glasses will magically bring out new perceptions of the

world in front of you: aren't the slightly curled mint leaves floating in between the colliding ice cubes and sparkling soda bubbles like the flashing green elves in the glass?

Mojito is known to many as only a popular cocktail,

MUSE ć¨&#x201A; some of which might not know about it until Jay Chou

you don't have to take flights to Havana, because its magic

that won the heart of Ernest Hemingway, one of the most

and the Mexico City, then arrived at the Asian Continent

released his new song. However, Mojito is actually a drink famous American writers of the 20th century. After he

moved to Havana, Cuba in 1939, "La Bodeguita del Medio"

has already passed from Cuba through the Gulf of Mexico along with the Pacific monsoon.

Japan is one of the most popular tourist destinations for

and "El Floridita" were two taverns that Hemingway

tourists worldwide. Located in the fancy Ginza, 300 Bar is

homage to today. What also remains is his famous saying

Bar now has three branches in Ginza: 300 Bar Next, 300 Bar

frequently visited, where tourists must "check in" and pay which made Mojito become really popular, "My Mojito in La Bodeguita, my Daiquiri in El Floridita". By ordering a glass of Hemingway's favorite cocktail in the tavern he once stayed, the era of this great writer seems to have

never gone far. After Hemingway, the movie "Die Another Day" released in 2002 made Mojito a hit again. In the

movie, James Bond went to Havana for a mission where he met agent Giacinta "Jinx" Johnson. When agent Giacinta

Johnson walked into a bar after she swam ashore, James

Bond immediately walked to her sipping a glass of Mojito

and asked with insouciance, "Mojito? You should try." In the past, Mojito reflected the brilliance of a renowned writer.

After this classic scene in "Die Another Day", Mojito became something more irresistible: every woman who drinks

Mojito loves its minty freshness and every man who drinks Mojito wants to become a tough man like James Bond who is also mysterious and unrestrained. Mojito also appeared in "Miami Vice" starring Colin Farrell and Jamie Foxx as

well as "The Rum Diary" starring Johnny Depp, which added

more colors to this drink. It is rumored that Marilyn Monroe could not resist Mojito's charm either.

If you want to have a glass of the most authentic Mojito,

said to have the best Mojito in Tokyo. Founded in 1992, 300

Mojito does not taste strong, yet the tipsiness after a few glasses will magically bring out new perceptions of the world in front of you: aren't the slightly curled mint leaves floating in between the colliding ice cubes and sparkling soda bubbles like the flashing green elves in the glass?

MOUTAI MAGAZINE

5CHome and 300 Bar 8CHome. Their Mojitos are exquisitely

town". You will understand as soon as you see its name:

Club rum, which have been certified by the Cuba Embassy

of Havana Bar is filled with Cuban style. In the bar, most of

made with domestically grown mint, lime and Cuba Havana in Tokyo that they make Mojitos in the traditional Cuban

way, often making the list of the best Mojitos in Tokyo. 300 Bar operates based on a ticket system, where customers

can buy tickets at the entrance (300 Yen/ ticket) in exchange for drinks and food in the bar. The purchased tickets are

available in all three branches. Even in such a flourishing metropolis, 300 Bar's pricing is surprisingly economical

that every food or drink they offer is around 300 Yen, which

means it will only cost you one ticket to enjoy a glass of "the

best Mojito in Tokyo". In their latest Mojito list in 2020, there are a variety of Mojitos for you to choose from, including the "Acai Mojito" made with Brazilian Acai berries, the

"Sangria Mojito", the alcohol-free "0.00% Mojito" and etc. 300 Bar is very popular among both locals and tourists.

From people shopping in Ginza to busy office workers or

tourists with limited budgets, everyone is brought together here out of their love for Mojitos.

In Lan Kwai Fong, the "sanctuary" of night life in Hong

Kong, there is a bar featuring Cuban drinks. Their Mojitos have also been praised by many customers as "the best in 74

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Havana Bar, simple yet straightforward. The interior design the customers are foreigners, as if you are really chilling in

the night of Havana. Havana Bar uses Bacardi to make their Mojitos. In addition to the "Classic Mojito", there are about ten varieties of Mojitos. The "Just Peachy Mojito" is added

with peach schnapps on the original basis, widely favored

by ladies; the "Cucumber Mojito" has a more refreshing taste than the classic one; and the "Chili Mojito" has a lingering pungent aftertaste which brings you the passion from the Latin America. My favorite is the "Passion Mango Mojito"

which is made with fresh mangos and passion fruit juice.

The sweetness of mango and the sourness of passion fruit

crush and harmonize with each other, bringing out a richer tropical flavor. Mojito's magic is as the first Mojito on their menu "Too Good to Beet-Root" reads, making the moment

here and now "too good to be true", yet approachable at our fingertips.

"When the street lights are on, we stroll around the

streets in Havana. It is the most beautiful duet in the world." What matches Mojito the most is the long sea wall that

extends from the old town to the new town of Havana, the

MUSE 樂

perfectly rolled cigars, the quartet of drums and guitars as

的特飲。透明無色，清涼入口，如同迎面拂過鹹鹹海風。

in a red old car with the boundless blue ocean on the one

酒中混合薄荷葉、青檸和甘蔗糖漿來抑制壞血病和痢疾。海盜入侵

side, you will find joy all over the place with the sea breeze

姆酒替代原本的古巴私釀燒酒，並以「El Draque」命名，慢慢才

well as the passionate Samba. Driving along the sea wall

side and houses painted with different colors on the other

intertwined with your hair fluttering in the air. The colorful Havana is a dream that cannot be erased from many

people's hearts. Since we temporarily cannot go to Havana to hold on to the summer and the sea waves, how about

making up for this regret with a glass of Mojito? If one glass is not enough, then have two.

麻

「

煩給我的愛人來一杯 Mojito，我喜歡閱讀她微醺時的

眼眸……」剛過去的夏季裡，周董這首《Mojito》在

據說，最原始的莫希托是古巴島上的一種藥用飲品，在私釀燒

古巴時，英国海盗法蘭西斯·德雷克爵士進行了一定的改良，用蘭成為今天的「Mojito」。關於「Mojito」一詞的來源眾說紛紜，流傳較廣的一種說法是這個名字來源於古巴一種名為「mojo」調

味料，也有人說它源自非洲詞彙「mojo」，意思是「魔法」。雖說前一種說法可能更接近莫希托的本源，我卻覺得後一種說法更有靈性。莫希托酒精含量不高，喝起來並不濃烈，但一兩杯過後的微醺就像具有魔力般讓你對眼前的一切有了新的感知——微微踡起的薄荷葉在相互碰撞的透明冰塊和蘇打水氣泡間浮沉，就像杯中閃動的綠色精靈。

對許多人來說，莫希托僅僅是一款流行雞尾酒飲品，甚至有些

多少人的耳機中單曲循環著，一掃這段特殊時期的陰

人可能在周董的新曲後才第一次知道這種調酒。殊不知，莫希托

為人們口中常常提及的流行詞，在各個酒吧裡賣到脫銷，仿佛去酒

1939 年移居古巴哈瓦那後，當地的「La Bodeguita del Medio」

霾。「莫希托（Mojito）」也從酒單中一款經典的雞尾酒一躍成吧不點上一杯莫希托就妄過了這個夏天。

起源於古巴的莫希托由五種材料組成，以白蘭姆酒為基酒，再

加以糖（傳統上使用甘蔗汁或蔗糖）、青檸汁、新鮮薄荷葉和蘇打水進行調製。重要的是，在加入薄荷葉時，不要將其切碎，而是輕輕揉碾釋放草本中的精華油。蔗糖的甜、青檸汁的柑橘香和薄荷葉清爽的草本香氣與蘭姆酒的烈達成完美互補，呈現出一款沁人心脾

早已深得二十世紀最著名美國作家之一歐內斯特·海明威的歡心。和「El Floridita」是他常常光顧的兩家酒館，因此它們也是現在遊人必去「打卡」和瞻仰的地方。留下來的還有他那句名言：「我的莫希托在 La Bodeguita, 我的戴吉利在 El Floridita（My

Mojito in La Bodeguita, My Daiquiri in El Floridita）」，也正是這句話讓莫希托這款雞尾酒開始聲名大噪。坐在海明威曾經停留過的酒館裡叫上一杯他熱愛的雞尾酒，仿佛這位大作家的時 MOUTAI MAGAZINE

代並沒有遠去。2002 年上映的《007 新鐵金剛之不日殺機（Die

門票，就可以品嘗到「東京最棒的莫希托」。在他們今年最新的莫

那執行任務，認識了女特工吉婭辛塔·「金克斯」·約翰遜。一個場

「桑格利亞汽酒莫希托」和不含酒精的「0.00% 莫希托」等。300

Another Day）》讓莫希托再次風靡。電影中，占士·邦來到哈瓦

景中，在飾演約翰遜的荷爾·芭莉游泳上岸後，扮演「第五代」占士·邦的皮雅斯·布士南一邊漫不經心地喝著莫希托，一邊走向她，說道：「莫希托？你應該試試看。（Mojito? You should try.）」

如果說在以前，莫希托映著文豪的光輝，那在這個經典電影場景之

希托酒單中，還有多種莫希托任君挑選，包括「巴西莓莫希托」、 Bar 在當地人和遊客中都非常受歡迎，無論是在銀座消費的人群，

還是每天忙於奔波的上班族或預算有限的遊客，大家都因對莫希托的熱愛而聚集在這裡。

在香港的夜生活聖地蘭桂坊，也有一家主打古巴特色的酒吧，

後，莫吉托便令人更加難以抗拒——每一個喝莫希托的女人都喜歡

眾多酒客讚他們的莫希托為「全城最佳」——看名字便一目了然：

邦般神秘又瀟灑。莫希托的杯影還出現在哥連·費路和占美·霍士主

去多是外國酒客，恍惚間仿佛真的置身於夜晚的哈瓦那。除了經典

它的清新酸甜，每一個喝莫希托的男人都想變得像「硬漢」占士· 演的《邁阿密風暴（Miami Vice）》及尊尼·特普主演的《加勒比醉愛日記》中，為這款雞尾酒增添了多重色彩。傳聞瑪麗蓮·夢露也無法抵擋莫希托的魅力，對它鐘愛無比。

想品嘗一杯最地道的莫希托，也不一定要轉幾程飛機才能做

到，因為莫希托的魔力，已從古巴穿過墨西哥灣、墨西哥城，隨著太平洋的季風來到了亞洲大陸。

日本是全球遊客最愛去的旅遊國家之一，而位於東京銀座的

300 Bar 據說有著全東京最棒的莫希托。成立於 1992 年的 300 Bar 在銀座擁有三家分店：300 Bar Next，300 Bar 5CHome 和

「Havana Bar（哈瓦那吧）」。吧內裝潢極具古巴特色，放眼望

莫希托之外，各色風味的莫希托琳瑯滿目：「蜜桃莫希托」在原本基礎上加入桃味利口酒，廣受女士喜愛；「青瓜莫希托」則更加爽口；「紅辣椒莫希托」慢慢回味的辛辣讓你切身體會到拉丁美洲的熱情似火。我最喜歡的是加入新鮮芒果和熱情果汁的「熱情芒果莫希托」，芒果的甜和熱情果的酸相互碰撞並和諧，帶來更豐富的口感。莫希托的魔力正如 Havana Bar 酒單上第一款莫希托名字「Too Good to 『Beet-Root』」的諧音一樣，令當下的一切都「美好得不可思議（Too good to be true）」，又真實地觸手可得。

「當街燈亮起，Havana 漫步，這是世上最美麗的那雙人舞。」

300 Bar 8CHome。他們的莫希托用本國產的薄荷葉、青檸和蘭姆

要問什麼跟莫希托最相配，當然還是那條從哈瓦那老城區一直延伸

得古巴駐東京大使館的認證，證明他們是用傳統的古巴方式製作莫

的桑巴。開著紅色的老爺車沿著海堤駛過，這一面是一望無際的藍

酒精美調製，多次被各種榜單評選為東京最好的莫希托，甚至還獲希托。300 Bar 內的消費採用的是購票制度——客人在入口處購買

門票（300 日元 / 張），然後在店內用門票換取飲品或餐食，門票

可在任意一家分店中使用。在這燈紅酒綠的國際大都市，300 Bar 的定價驚人地實惠，所有飲食都在 300 日元左右，客人僅需一張 76

SEP 2020

到新城區的狹長海堤，卷好的雪茄，鼓和吉他的四重奏，還有熱情色海洋，那一面是漆成五顏六色的房屋——在這裡，慵懶海風纏著髮梢，舞蹈和歡樂無處不在。五彩斑斕的哈瓦那是多少人心中抹不去的夢，倘若暫時無法來到這裡牢牢抓住夏天和海浪，不如先用一杯莫希托彌補這個遺憾吧。如果一杯不夠，那就兩杯。

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MOUTAI MAGAZINE

MOUTAI On The World Map 茅台在全球 2020

Moutai Group Held the "Intelligent Moutai" Construction Launch Meeting

Recently, Moutai Group's "Intelligent Moutai" construction

launch meeting was held at the Moutai Conference Center. Moutai

Group Chairman Gao Weidong attended the meeting and delivered

a speech. General Manager Li Jingren presided over the meeting.

tradition and modernity." Li Jingren (General Manager of Moutai

Group) emphasized that the construction of "Intelligent Moutai"

would be a long-term systematic project, involving the introduction

and integration of a large number of new concepts, new ideas and new technologies. While welcoming modern technology, it is also necessary to adhere to the "root" of Moutai culture, so as to truly integrate tradition and modernity.

Gao Weidong emphasized that Moutai should seize the

Deputy Party Secretary Wang Yan announced the establishment

opportunity of the times, take the implementation of "Intelligent

and Working Group. Chief Engineer Wang Li introduced the

technology, complete the in-depth interpretation and system

of the "Intelligent Moutai" Construction Management Committee

"Intelligent Moutai" construction action plan. Moutai Group leaders

Moutai" as an opportunity, make full use of modern information

construction of traditional technique, promote the comprehensive

Yang Daiyong, Liu Daneng, Gao Shan, Duan Jianhua, and Wan

and in-depth integration of traditional wisdom and the spirit of

IT industry, Huawei, Alibaba, Inspur, ZTE, and NetEase, were all

development mode, and build an enterprise governance system

The organic integration of high-tech and traditional enterprise

transformation of the baijiu field is still in its infancy, Moutai

Bo attended the meeting. Five leading enterprises in China's

present to participate in the construction of "Intelligent Moutai". makes "to change and be unchanged" a key word.

"Changing is for the eternal quality of Moutai liquor, and

innovation is for the construction of excellent traditional technique.

We should avoid formalism. Otherwise, we will lose our soul and

the times, lead the upgrading and transformation of enterprise

matching with the digital era. In the current stage when the digital must make use of the trend and follow the trend while focusing

on solving various common problems existing in the traditional

development mode of the baijiu industry, accelerating the deep

integration of digital technology and traditional industry, setting

foundation." Gao Weidong said that innovation must be based

an example of traditional real economy transformation, and

an important event of great significance in the history of Moutai.

of the baijiu industry through continuous innovation, practice,

MOUTAI News

on inheritance. "Starting the construction of 'Intelligent Moutai' is It marks a key step for Moutai to integrate the development of 78

SEP 2020

contributing Moutai wisdom to the high-quality development transformation and upgrading.

Moutai executives revealed that the construction of

"Intelligent Moutai" would follow the basic principles of traditionfirst, innovation-oriented, collaboration-focused, and safety-

based. While adhering to the cultural connotation of traditional baijiu making, Moutai will also promote the application of new

technologies such as artificial intelligence, cloud computing, and

big data in traditional technique.

茅台集團召開「智慧茅台」建設啟動大會

近日，茅台集團「智慧茅台」建設啟動大會在茅台會議中心召開。

茅台集團董事長高衛東出席大會並講話，總經理李靜仁主持會議，黨委副書記王焱宣佈成立「智慧茅台」建設管理委員會及工作組，總工程師王莉介紹「智慧茅台」建設行動方案，茅台集團領導楊代永、劉大能、高山、段建樺、萬波出席會議。中國 IT 業五家頭部企業華為、

阿里巴巴、浪潮、中興和網易整齊到場，共同參與「智慧茅台」建設。高科技與傳統企業的有機融入，令「變與不變」成為關鍵字。

「變，是為了我們這瓶酒的品質的永恆不變，創新是為了傳統優

秀的傳統工藝建設。大家千萬不能為變而變，為創而創，丟了我們的魂和本。」高衛東說，創新必須以傳承為前提。「啟動『智慧茅台』建設工作是茅台歷史上具有重要意義的一件大事，標誌著茅台邁出了

Gao Weidong Discussed the Future Development of Moutai with Inheritors

Upon the 10th China (Guizhou) International Alcoholic

傳統與現代融合發展的關鍵一步。」茅台集團總經理李靜仁強調，「智

Beverages Expo, the 2020 Moutai's Century-Old Distillery Inheritor

術的引進融合，在迎接現代技術的同時，也要守牢茅台文化的「根」，

Moutai Group) attended the meeting and discussed the future

慧茅台」建設是一項長期系統工程，涉及大量新理念、新思維和新技切實做到傳統與現代的融合發展。

高衛東強調，茅台要抓住時代機遇，以實施「智慧茅台」為契機，

充分利用現代資訊技術手段，完成對傳統工藝的深入解讀和系統構

Symposium was held in Guiyang. Gao Weidong (Chairman of

development of Moutai with the inheritors of Moutai's century-old distillery.

"What does Moutai mean to you?" "What is Moutai culture?"

建，推進傳統智慧與時代精神的全面深度融合，引領完成企業發展模

During the discussion, Gao Weidong talked with the inheritors

數字化轉型尚處於起步階段的當下，茅台要乘勢而上，順勢而為，通

years, the predecessors of the inheritors had worked together with

式升級轉型，建成與數字化時代相匹配的企業治理體系；在白酒領域過不斷的創新實踐和轉型升級，聚焦解決白酒行業傳統發展模式中存在的諸多共性問題，加快推進數字化技術與傳統產業的深度融合，打造傳統實體經濟發輾轉型樣本，為白酒行業實現高品質發展貢獻茅台茅台高層透露，「智慧茅台」的建設將遵循傳統為先、創新為要、

協同為主、安全為基的基本原則，堅持傳統白酒釀造文化內涵的同時，推進人工智慧、雲計算、大資料等新技術在傳統工藝方面的應用。

Moutai, shared weal or woe with Moutai, and served as the "journey companion" of Moutai. Now, the energetic and responsible

inheritors are advancing with Moutai through practical actions,

which is moving. He hoped that all inheritors would be grateful

for their elder generations' contribution, cherish their relationship

MOUTAI News

智慧。

cordially on these two questions. Gao Weidong said that for many

with Moutai, give full play to their own advantages, love and devote themselves to the cause of Moutai, grow into Moutai's marketing MOUTAI MAGAZINE

MOUTAI On The World Map 茅台在全球 2020 mainstay as soon as possible, and create a better future together with Moutai.

"Moutai is a Guizhou specialty, a Chinese name card, and a

world brand. For inheritors, these titles signify heavy responsibility." Gao Weidong pointed out that as the inheritors of Moutai's

century-old distillery, they must have a deep understanding of

Moutai culture, love and recognize Moutai from the bottom of their hearts, integrate with Moutai culture, and safeguard the brand and image of Moutai as the inheritors, disseminators, propagandists and practitioners of Moutai culture.

During the discussion, the inheritors of Moutai's century-old

distillery said that being the inheritors of Moutai's marketing cause is both honor and responsibility. They would further inherit the

spirit of their predecessors, learn Moutai culture in depth, and work together for the sustainable and healthy development of Moutai.

China Economic Information Service, Xinhua Net, China Financial Information Center, and supported by Moutai Group. Li Jingren

(General Manager of Moutai Group) was invited to attend and deliver a keynote speech.

In his keynote speech, Li Jingren said that the achievement

of Moutai brand today owes to the care and love for Moutai from

高衛東與傳承人共話茅台未來發展

all walks of life. Moutai is also facilitating the economic dual

百年老店傳承人座談會在貴陽召開，茅台集團董事長高衛東出席會

the domestic baijiu industry. Starting in 2018, Moutai has been

在第十屆中國（貴州）國際酒類博覽會開幕之際，2020 年茅台

議，與茅台百年老店傳承人共話茅台未來發展。

「茅台對你意味著什麼？」「茅台文化是什麼？」座談中，高衛

東以兩個問題，與傳承人親切交流。高衛東說，多年來，傳承人的父

cycles with its own practice. Moutai is the leading enterprise in

inviting all baijiu enterprises across the country to gather in Moutai for exchange every year. Judging from the output of the past two

years, the national baijiu output has declined, but the quality is

輩與茅台風雨同舟，榮辱與共，是茅台的「風雨同行人」。現在，有

constantly improving.

希望大家感恩父輩的付出，珍惜和茅台的緣分，發揮好自身優勢，熱

standards, to achieve the ultimate in quality, and to inject the

台一起共創美好未來。

that only the making of high-quality liquor is the most solid

朝氣、敢擔當的傳承人，以實際行動和茅台發展同頻共振，令人感動。愛並投身於茅台的事業，儘快成長為茅台行銷領域的中流砥柱，與茅「茅台是貴州特產，是中國名片，也是世界品牌。對於傳承人來

說，這意味著沉甸甸的責任。」高衛東指出，作為茅台百年老店傳承

The core of dual cycles is to be in line with world-class

power of sustainable growth into brand building. Moutai believes foundation for brand value growth. Moutai will be further in line

with world-class enterprises, and unswervingly strengthen the

人，要對茅台文化有深入的瞭解和認識，從內心深處熱愛茅台、認同

construction of corporate management system and management

者、踐行者，維護好茅台的品牌和形象。

making great strides forward, Moutai will also work hand in hand

茅台，要和茅台文化融為一體，做茅台文化的傳承者、傳播者、宣傳交流中，茅台百年老店傳承人紛紛表示，作為茅台行銷事業的傳

承人，既是榮譽，也是責任，將進一步繼承好父輩精神，深入學習茅台文化，為茅台事業的持續健康發展共同努力。

Li Jingren Attended Series of Activities of the 2020 China Brand Day Event

"The Night Talk of National Brands" event of the 2020 China

Brand Building Summit Forum was held in Shanghai. With the

capacity. While promoting its own high-quality development and with brother enterprises to properly tell brand stories, achieve

brand causes, take practical brand actions, actively implement the brand power strategy, and contribute to the brand power project.

李靜仁受邀參加 2020 中國品牌日系列活動

2020 中國品牌建設高峰論壇之「品牌夜話·民族品牌之夜」活動

在上海舉辦。該活動以「助力雙循環·消費新賽道」為主題，由新華社民族品牌工程辦公室、新華社新聞信息中心、中國經濟信息社、

新華網、中國金融信息中心共同主辦，茅台集團提供支持。茅台集團總經理李靜仁受邀參加並發表主旨演講。

李靜仁在主旨演講中表示，茅台品牌之所以有今天的成就，得益

於社會各界對茅台的關心、關愛和呵護，茅台也在以自身的實踐助力

Xinhua News Agency, Information Center of Xinhua News Agency,

台每年邀請全國所有酒企在茅台相聚交流。從近兩年的產量來看，全

MOUTAI News

theme of "Facilitating Dual Cycles•New Consumption Track",

the event was co-hosted by the National Brand Project Office of

SEP 2020

經濟雙循環。茅台是國內白酒行業的頭部企業，從 2018 年開始，茅

國白酒產量有所下降，但是品質在不斷提升。

Moutai Group) encouraged the students to study hard and make

注入可持續成長的力量。茅台相信，只有釀造品質出色的酒，才是品

aspirations, noble character and sound personality who will give

雙循環的核心是要對標世界一流，把品質做到極致，為品牌建設

牌價值增長最堅實的基礎。茅台將進一步對標世界一流企業，堅定不移強化企業管理體系和管理能力建設，在推動自身高品質發展、大踏

步前進的同時，與兄弟企業共同攜手，善講品牌故事、善謀品牌大事、善做品牌實事，積極踐行品牌強國戰略，為品牌強國工程添磚加瓦。

achievements, so as to become an excellent student with great

back to the society in the future, and continue to pass on the love of Moutai.

So far, "Moutai•National Pillar" has become the domestic

charity project with the largest amount of donations, largest

number of grantees, widest coverage, and most far-reaching

influence. It is a public welfare brand with Moutai characteristics and fully demonstrates Moutai Group's social responsibility of "shouldering more responsibility as a big brand".

「中國茅台 · 國之棟樑」2020 希望工程圓夢行動正式啟動「中國茅台·國之棟樑」2020 希望工程圓夢行動公益助學活動新

The Official Launch of the 2020 "Moutai • National Pillar" Hope Project Dream Realizing Action

The press conference of the 2020 "Moutai•National Pillar"

Hope Project Dream Realizing Action with the purpose of

聞發佈會在黔東南州從江縣舉行。今年，又將有 2 萬名貧困學子收到

來自茅台集團的愛心資助。9 年來，茅台集團連續每年捐資 1 億元累

計幫助 18.28 萬名貧困學子圓夢大學，以每人 5000 元的資助標準解決他們從家門到大學校門「一公里」的難題。

從 2017 年起，茅台集團將資助重點向「三區三州」等深度貧困

地區傾斜，以教育扶貧阻斷貧困的代際傳遞。此次選擇在貴州省深度貧困縣之一的從江縣舉辦發佈會，正是在於深化公益助學的精准性，提升公益效能。

「阻斷貧困代際傳遞，這既是脫貧之本，更是民族復興之要」「見

assisting impoverished students was held in Congjiang County of

證一個個貧困家庭的蝶變，見證夢想成真，這是茅台集團最大的榮幸」，

students will receive charity from Moutai Group. Over the past

名志向遠大、品格高尚、人格健全的優秀學生，回饋社會，接續傳遞

Qiandongnan Prefecture. This year, another 20,000 impoverished nine years, Moutai Group has successively donated 100 million

RMB each year and has helped a total of 182,800 impoverished

茅台集團總經理李靜仁勉勵學子們勤奮努力學習，學有所成，成為一茅台的愛心。

迄今為止，「中國茅台·國之棟樑」已經成為國內捐款金額最大、

students realize their dreams in the university, complementing

受資助人數最多、覆蓋面最廣、影響力最深遠的公益項目，是具有茅

of 5,000 RMB per person.

責任。

their expenses from home to the university with a subsidy standard Starting from 2017, Moutai Group has shifted the focus of its

funding to severely impoverished areas such as the "Three Districts and Three Prefectures", so as to block the intergenerational

transmission of poverty through education and poverty alleviation. The purpose of holding the press conference in Congjiang County, one of the most impoverished counties in Guizhou Province, is to

improve the accuracy and the efficiency of public welfare to assist the impoverished students.

"Blocking the intergenerational transmission of poverty is not

national rejuvenation. It is the greatest honor for Moutai Group to witness the transformation of impoverished families and

the realization of their dreams." Li Jingren (General Manager of

Moutai was the First Batch in China Listed in the EU List of Geographical Indications

Upon the official signing of the "Agreement between the

European Union and the Government of the People's Republic of China on Corporation on, and Protection of, Geographical Indications" between China and Europe, Moutai (Kweichow

Moutai) liquor was successfully included in the list along with

other 99 geographical indication products in China. For Moutai,

according to the definition and applicable objects of geographical indications, the use of GI trademark will be more conducive

MOUTAI MAGAZINE

MOUTAI News

only the foundation of poverty alleviation, but also the key to

台特色的公益品牌，充分彰顯了茅台集團「大品牌有大擔當」的社會

MOUTAI On The World Map 茅台在全球 2020 to protecting the "Moutai (Kweichow Moutai)" product brand,

providing legal protection for effectively preventing counterfeit and inferior products, and also contributing to the protection of Moutai making technique as well as the inheritance and promotion of intangible cultural heritage.

According to the definition of the World Intellectual Property

Organization (WIPO), a geographical indication is an important sign indicating the origin of a product. It is a kind of intelligent property right and a sharp weapon to protect the export of characteristic

products. The China-EU geographical indication agreement sets high-level protection rules for geographical indication products, whose scope will expand to cover an additional 175 GI names from both sides according to its appendix. Selected based on

the principles of popularity, export situation, economic benefit as well as quality and technical requirements, the "China-

Europe geographical indication products" with strong regional

characteristics of China and Europe, brand reputation and high quality, such as Moutai, were finally determined.

茅台入選中國首批受歐盟保護地理標誌

9 月，中歐正式簽署《中華人民共和國政府與歐洲聯盟地理標誌

保護與合作協定》。其中，茅台酒（貴州茅台酒）成功入列首批中國

100 個地理標誌品牌產品名單。就茅台而言，根據地理標誌的定義和適用物件，使用地理座標將更有利於保護「茅台酒（貴州茅台酒）」產品品牌，為有效阻止假冒偽劣產品提供法律保障，同時也為保護茅台酒釀造工藝、傳承和弘揚非物質文化遺產作出貢獻。

根據世界知識產權組織（WIPO）的定義，地理標誌是表明產品

產地來源的重要標誌，屬於智慧財產權的一種，是保護特色產品出口的利器。中歐地理標誌協定對地理標誌產品設定了高水準的保護規

則，並在附錄中分階段納入雙方各兩批共 275 項地標產品。入選產

品根據知名度、出口情況、經濟效益、品質技術要求等原則選定，最終確定包括茅台等極具中歐地域特色、品牌聲量與優質品質的「中歐地理標誌產品」。

Moutai Group Won the "2020 China Liquor Culture Major Contribution Award''

With the theme of "Liquor Industry Reform in the Post-

Epidemic Era", the 2020 Liquor Culture Summit Forum was held at the Guiyang International Convention and Exhibition Center.

Liquor Culture Major Contribution Award'' for its leading role in the

transformation and upgrading of baijiu industry that uses "culture" as its core competitiveness, and its key role in promoting and

building "a world-class core production area of Jiang-fragrance liquor".

"In Moutai's journey as a state-owned enterprise for nearly 70

years, the characteristics and driving forces of culture run through

the production and operation of the enterprise, providing endless

momentum and spiritual support for the development of Moutai." Wang Yan (Deputy Party Secretary of Moutai Group) pointed out that after the two development stages of "Quality Moutai" and "Branding Moutai", Moutai started to hold high the banner of

"Cultural Moutai" to continue and strengthen the supporting force, leading force and centripetal force of culture as its core.

According to reports, the 2020 Liquor Culture Summit Forum is

an industry summit jointly initiated by China National Association

for Liquor and Spirits Circulation, Guizhou Liquor Culture Research Association and other units. It aims to promote the innovation

of brand culture, appreciation culture and tasting culture of the Chinese baijiu and Guizhou liquor industry based on the "Blue Ocean Strategy" of Chinese liquor culture, use Chinese liquor

culture to promote innovation and reform of the liquor industry, and lead the upgrade of the liquor culture consumption market.

茅台集團獲「2020 中國酒文化重大貢獻獎」

以「後疫情時代酒業變革」為主題的 2020 酒文化高峰論壇在貴

陽國際會議展覽中心舉行，行業專家、文化學者和企業代表彙聚一堂，共同探討中國酒文化與酒產業的繁榮發展。

在此次論壇上，茅台集團以「文化茅台」建設對白酒產業以「文化」

作為核心競爭力轉型升級的引領作用，以及在推動和共建「世界醬香

型白酒核心產區」中所起到的核心作用，獲頒「2020 中國酒文化重大貢獻獎」。「茅台國營近 70 年發展歷程中，文化的特質和驅動貫穿企業生產經營始終，為茅台發展提供了不竭動力和精神支撐。」茅台集團黨委副書記王焱表示，茅台在經歷「品質茅台」「品牌茅台」兩個發展階段之後，高舉「文化茅台」建設大旗，核心就是要延續和壯大文化的支撐力、引領力和向心力。

據悉，2020 酒文化高峰論壇是中國酒類流通協會、貴州省酒文

Industry experts, cultural scholars, and enterprise representatives

化研究會等多家單位共同發起舉辦的行業峰會，旨在立足中國酒文化

of Chinese liquor culture and liquor industry.

創新、品味文化創新，用中國酒文化推動酒產業創新變革，引領酒文

MOUTAI News

gathered at the event to discuss the prosperity and development At this forum, Moutai Group was awarded the "2020 China

SEP 2020

「藍海戰略」，促進中國白酒及貴州酒業的品牌文化創新、品鑒文化化消費市場升級。

香飄世界百年相伴民族復興

The Aroma of a Century The Revival of a Nation