China News Service, Lu Liang, September 20th, title: "World Wine Expo" in Fenyang, Shanxi: "Poetry and Wine Years" in the name of cultural travel

　　Author Fan Lifang

　　"Wine and song, life geometry"

　　"Sanchun bamboo leaf wine, a song of kunji string"

　　"Singing in the daytime must indulge in wine, youth is the company of a good return home"

　　During the Fourth Shanxi (Fenyang·Xinghua Village) World Wine Culture Expo held from September 19 to 21, wine-related poetry, culture, tourism, etc. became hot topics. Song Shuyu, Chairman of the China Wine Association, "Home Forum" lecturer Yu Gengzhe, Taiyuan University of Technology Party Secretary Zheng Qiang and other experts, scholars and representatives of wine companies offer suggestions and suggestions on the integrated development of wine and cultural tourism industries.

　　"Life" in Poetry and Wine

　　Chinese liquor has both material and spiritual attributes, and it has become an important cultural label.

For thousands of years, due to differences in terroir, raw materials, and craftsmanship, many styles of fine wine have been formed in China, which not only serve as the bearer of local customs, but also serve as a memory point for the manifestation and spread of local cultures.

　　"The ancients used wine to express emotions, sorrows, sorrows, and wooing, which are all cultures in wine. And through archaeological discoveries, the ancients used iced wine vessels, ice cubes can cool wine, hot water can warm wine, and even unearthed in Shaanxi On the camel pottery figurines, the image of the ancient Greek god of wine and his entourage was discovered." At the Xinghua Village forum session with the theme of "Being intoxicated, lying down on the sun", said Yu Gengzhe, lecturer of "Hundred Schools Forum", Wine needs the infusion of culture to be more ritual.

　　It is the culture carried by wine that gives it its unique charm.

Zheng Qiang, secretary of the Party Committee of Taiyuan University of Technology, said bluntly, "Without culture, liquor can only be a kind of beverage. Only with culture can the industry have vitality."

Smell the wine and find the wine alley

　　With the advent of the era of consumer sovereignty, the trends and needs of scene consumption, in-depth experience, and interactive communication have become more and more obvious, and the search for wine stories has become a yearning for consumers.

The wine journey came into being.

　　"During the Qingming Festival, there was a lot of rain, shepherd boys, scalpers, poets looking for wine, wine shops and wine flags, pointing to Xinghua Village. Today, the wine is still there, and the beauty is gone. There is only wine, no scenes, and travel is difficult." Song Shuyu said frankly, consumption The author hopes to have an in-depth understanding of the ecology, nature, and the beauty of the wine production area. The integration of wine tourism can allow them to deeply feel the charm of wine and local customs, promote the transformation of the liquor industry from the marketing era to the experience era, and become the core of the wine culture dissemination position.

　　He believes that "the fragrance of wine is not afraid of the deep alleys" that reveals the essence of wine travel integration. Only the fragrance of wine can attract consumers, and the famous wines of the production area are the support of the wine travel integration.

　　Producing area is one of the important criteria for global consumers to judge the value of famous wine brands.

In view of this, the China Liquor Industry Association has systematically constructed the expression system of the world's famous wine production areas in recent years. In 2017, it selected "the world's top ten spirit production areas", and in 2019, it launched the world's best wine production areas.

　　In fact, the major wine-producing regions have achieved remarkable results through the integration of wine tourism.

“Most of the liquor production areas are facing the water and the natural ecology is beautiful. Through the development of wine cultural tourism, the industrial transformation and upgrading of the wine production areas is promoted. The original industrial heritage has been protected, developed and reused, and has been re-given to tourism value.” Song Shuyu It is said that in recent years, the tourism income of important liquor-producing regions such as Luliang, Zunyi, Yibin, Luzhou, Suqian, and Bozhou have all achieved rapid growth, with wine to promote travel and travel to bring wine.

　Tell a good wine story

　　Cultural excavation and cross-border development have become a breakthrough point for local officials and famous wine companies to promote the integration of wine and tourism.

Yu Gengzhe claims to be a wine lover. He said, “China has never been short of wine, let alone good wine. What is lacking is the ability to tell stories. Young people should not be allowed to think that white wine only represents a strong workplace culture such as entertainment and communication.” .

　　Experts at the meeting gave suggestions on how to complete the integration of wine and cultural tourism.

First of all, the integration of the two needs to find the growth point of the explosion, and use the current history and tourism to launch themed tours and customized tours, such as celebrity footprint tours, famous winery cultural tours, wine and health cultural tours, etc.; , The wine + cultural and tourism integration park should avoid the similarity and duplication of projects, and realize the folk custom experience and commercial operation based on the local folk customs.

　　Given the meaning of culture and travel, the liquor industry will be more dynamic.

　　Luliang is one of the top ten spirit producing areas in the world.

According to Wang Liwei, the mayor of Luliang City, in recent years, the local government has compiled a development plan for the integration of wine, culture and tourism, and launched the construction of "one village and one town" in Xinghua Ancient Village and Fenjiu Town, and implemented the Chinese Wine Culture Museum, See Xinghua Village Performing Arts Center, For projects such as Beautiful Winery, it is hoped that Xinghua Village will reproduce the poetic picture of "The Shepherd Boy Refers to Xinghua Village". "In the future, we will further strengthen communication with experts and scholars, absorb wisdom and strength, and follow the ideas of form integration and business coordination. Do a good job in the development of wine tourism integration and speed up the construction of attractive wine culture tourist destinations.” (End)