The 103rd China Food & Drinks Fair was held at the Shandong International Conference Center, Jinan yesterday morning. As an “old domestic brand” in China’s rice wine industry, the Kuaijishan Shaoxing Rice Wine Co., Ltd. appeared at the fair with its brands including “Xitang”, “Wuzhanmao” and “Tangsong”. The rice wine, which boasts distinct traditional Chinese characteristics and a fashionable appearance, drew attention at fair, showing the strong vitality of Kuaijishan as a time-honored brand and the cultural charm of “Golden Keqiao, Old Shaoxing”.

The China Food & Drinks Fair, known as a “barometer” of the Chinese food industry, is the one of oldest large-scale professional trade fairs of China. The booth of time-honored brand “Kuaijishan” was crowded with visitors, who came in an endless stream to ask about and taste rice wine and negotiate business, making the staff too busy to attend to all. This time, a variety of “Kuaijishan” products were displayed at the fair, including Rice Wine “1743”, which looks trendy and is reasonably priced, “Master Lanting”, high-end rice wine full of a cultural sense, “Ice Wine”, a type of ecological wine, “Cool Wine”, made from distilled rice wine, and “Badao Wine”, made from pure grains. Many visitors were surprised at the innovative vitality of those “old domestic products”. The quaint appearance is integrated with the ancient Chinese architectural form, and there are classical paintings on the jars. All this was attractive to many visitors.

According the relevant person in charge of the Kuaijishan Shaoxing Rice Wine Co., Ltd., “Kuaijishan”, which was founded in the eighth year during the reign of Emperor Qianlong of Qing, i.e., four centuries ago, is one of the witnesses and drivers of the development of China’s rice wine industry. Nowadays, rice wine consumption is featured by obvious regionalism. To make “Shaoxing rice wine popular with the country again” in order that it can be sold in more regions and gain stronger influence, “Kuaijishan” attaches great importance to the China Food & Drinks Fair. So, at the fair yesterday, “Kuaijishan” displayed all the products with distinctive characteristics.

At the fair, “Kuaijishan” also held some consumption experience activities such as rice wine tasting, wine ceremony, and cuisine culture, creating a cordial and warm drinking atmosphere. While enhancing its influence, this time-honored brand is promoting the Shaoxing rice wine culture to more consumers in a vivid manner.

From Keqiao Daily dated 10/14/2020