China News Service, Yinchuan, October 23 (Li Peishan) With an annual output of 130 million bottles, more than 1,000 international awards, and a brand value of nearly 30 billion yuan...The "halo-plus" Ningxia Helan Mountain wine producing area has gone through many years The development has become China’s largest contiguous area of ​​wine grapes and winery production area.

How to further expand the international market and enhance the reputation of the world is a difficult problem facing the production area.

On October 22, at the Sino-French Wine Forum held in Yinchuan, many experts and scholars at home and abroad said that strengthening the construction of brand culture is a top priority.

　　According to Jean-Claude Berrouet, the French national winemaker, the different natural terroirs of grape growing around the world are the cultural basis.

"The so-called'terroir' of wine does not involve the quality of wine, but a concept of'identity label'. The Helan Mountain in the west of Ningxia's Helan Mountain East Piedmont prevents the intrusion of wind and sand, and the nourishment of the Yellow River in the east, the sandy soil Good air permeability and unique characteristics of the brewed wine is where the competitive advantage lies."

　　Jia Yue, vice chairman of the Sino-French Culture and Art Research Center and vice chairman of the Sino-French Cultural Forum, came to Ningxia in 2016 to inaugurate the Sino-French Wine Education Institute.

She said that building a platform dedicated to promoting wine culture, education and craftsmanship for Ningxia and cultivating more professionals in the wine industry is the key.

"The wine professional courses we designed are divided into brewing, tourism, marketing and other directions to accurately meet the needs of the wine market."

　　Henri Claude Cousseau, former dean of the National Ecole des Beaux-Arts in Paris, France, and former dean of the National Academy of Fine Arts in Bordeaux, Henri Claude Cousseau, said that well-known French wineries established in the 17th or 18th century have chosen to work with artists The cooperation aims to create an impression of perfect wine and an impression of perfect art.

He believes that Ningxia's wine-producing regions can also open up such a model, inviting contemporary art masters, senior artists or emerging artists to come to collect style, create and dialogue, and let them create a dialogue with the estate and wine through their respective works.

　　"In Ningxia, you can taste Chardonnay with the aroma of French Burgundy Champagne, Syrah and Cabernet Sauvignon from Western Australia in Australia... Every consumer can return with a full load. However, Ningxia wants to extend the wine industry chain and is making On the basis of sales, we will tap more tourism resources and promote the integration of culture, tourism and wine.” said Duan Changqing, chief scientist of the National Grape and Wine Industry System and professor of China Agricultural University.

　　Ningxia wines are currently exported to more than 20 countries and regions including Germany, the United States, Belgium, Canada, France, Singapore, Denmark, Australia, Spain, Hong Kong and Macau. Zhao Yongqing, member of the Standing Committee of the Party Committee and Secretary-General of the Ningxia Hui Autonomous Region, said that the wine of Ningxia originated from the terroir, but will eventually flourish in culture. "France is the capital of wine culture. Whether it is vine planting, vineyard management, wine making, or wine art, education, they have profoundly affected the lifestyle and cultural interest of people all over the world. There are many things we can learn from. Many of Ningxia’s tiered winery system, vineyard planting management, and wine-making techniques are from France. In recent years, a group of French wine experts have been deeply involved in the eastern foothills of Ningxia’s Helan Mountain and become private ambassadors for promoting Sino-French wine cultural exchanges and cooperation. The Sino-French Wine Education Institute established in Minning Town is a platform for spreading wine culture and cultivating wine talents. It will definitely promote the cooperation and development of the wine industry between China and France and the exchange and integration of wine culture." (End)