In the golden autumn of October, the aroma of wine fills the entire city.
From October 17th to 19th, 2025, the 23rd China International Wine Expo will be grandly opened at Wuhan International Exhibition Center. As an important part of this wine expo, the Huangjiu Pavilion exhibition area will bring together classic brands and innovative products from various major wine-producing regions across the country, including Shaoxing, Shanghai, Jiangsu, Hubei, Shanxi, Fujian, and Henan. With "National Essence Yellow Wine" as the link, it will connect the thousand-year wine culture with the modern industrial vitality, presenting a cultural and taste feast spanning thousands of years to all wine enthusiasts.
1. Design of the Yellow Wine House
The perfect blend of tradition and modernity
The design of the Huangjiu Pavilion area at this wine expo is highly original. Each production area pavilion not only retains the traditional charm but also incorporates modern design elements. For instance, the Shaoxing Huangjiu Pavilion not only retains the charm of the Jiangnan region but also highlights the spirit of Shaoxing. Through the combination of expressionism and realism, as well as the integration of stillness and movement, it showcases the design concept of "The city is a scene, and the scene is a city".
The exhibition halls in other production areas also have their own unique features. From the "New Jiangnan Humanistic" concept of Sha Zhou's yellow rice wine, to the representative northern style of Jimo's yellow wine, they will all provide the audience with an immersive experience of yellow wine culture.
2. All regions come together in force
Displaying the diverse charm of yellow wine
The Huangjiu Pavilion area of this wine expo has an unprecedented scale. The Huangjiu Pavilion, with the theme of "cross-border integration, brand collaboration, and cultural fusion", breaks through regional boundaries and showcases the unique charm of Huangjiu from different production areas:
Shaoxing Production Area: The Capital of Chinese Rice Wine Unveiled in a Group Show
As a "world wine-producing area and the capital of Chinese yellow wine", the Shaoxing Yellow Wine Industry Association organized more than 20 enterprises including Gugey Longshan, Huijiashan, Taipai, Daerhong, and Dongpu Yellow Wine Town to participate in the exhibition. The aim is to let the thousand-year-old national wine fragrance spread throughout the world.
Jiangsu Province Region: The Innovative Persistence of a Century-old Trademarked Business
The century-old brand Shazhou Youhuang brings with it the confidence of being the "origin of refreshing yellow wine" - starting from the Tang Hengyuan Fermentation Workshop in 1886, it has undergone processes of public-private partnership, state ownership, and modern enterprise transformation. Today, it is a leading player in the industry with an annual production capacity of 120,000 tons and reserves of over 220,000 tons. It also holds honors such as "China’s time-honored brand"， "China's Famous Brand"， and "Intangible Cultural Heritage of Jiangsu Province". This time， it will convey the brand concept of "New Jiangnan Culture". The same-li Hong (a member enterprise of Hengli Group) stands out with its intelligent brewing process that combines "human labor + tradition" with "machinery + modernity". Its brand logo has won the German National Design Award， and the quality of the designated yellow wine for the Suzhou Pavilion at the 2010 Shanghai World Expo is worthy of appreciation.
Shanghai / Shandong / Shanxi: Diverse Expressions of Distinctive Production Areas
Shanghai Jin Feng Liquor has over 80 years of brewing experience. As the first enterprise in China to achieve industrialized production of traditional Chinese rice wine, it will present a multi-brand portfolio including "Shikumen", "Golden Youth", and "Huichuan", showcasing the technical strength of the cross-regional brewing base in the Yangtze River Delta region. Shandong Jimo Old Wine will bring the unique flavor of northern rice wine - inheriting the "Ancient Heritage Six Methods" provincial intangible cultural heritage craftsmanship, using millet as the raw material for natural fermentation. With its style of "red-brown transparency, slightly bitter and smoky aroma", it has become a "treasure of China". Shanxi Dazhou Rice Wine, based on the geographical advantages of "two mountains, one river, and one valley", collaborates with China Agricultural University and Jiangnan University to develop "Huoyuan" dry rice wine, creating a model of high-end millet rice wine and contributing to the revival of northern rice wine.
Shanghai Jin Feng Liquor has over 80 years of brewing experience. As the first enterprise in China to achieve industrialized production of traditional Chinese rice wine, it will present a multi-brand portfolio including "Shikumen", "Golden Youth", and "Huichuan", showcasing the technical strength of the cross-regional brewing base in the Yangtze River Delta region. Shandong Jimo Old Wine will bring the unique flavor of northern rice wine - inheriting the "Ancient Heritage Six Methods" provincial intangible cultural heritage craftsmanship, using millet as the raw material for natural fermentation. With its style of "red-brown transparency, slightly bitter and smoky aroma", it has become a "treasure of China". Shanxi Dazhou Rice Wine, based on the geographical advantages of "two mountains, one river, and one valley", collaborates with China Agricultural University and Jiangnan University to develop "Huoyuan" dry rice wine, creating a model of high-end millet rice wine and contributing to the revival of northern rice wine.
Provinces such as Fujian and Henan: Specialty wines expand the territory
In addition to the aforementioned core production areas, production regions such as Fujian and Henan also participated in the exhibition with their regional characteristic yellow wines. From the selection of raw materials to the brewing process, local culture was integrated, further enriching the variety of products in the yellow wine pavilions, allowing visitors to experience the different flavors of yellow wine across the country in one visit.
3. Hubei Fangxian Huangjiu
Fully Demonstrates the Unique Charm of the Producing Area
As the "host" of this year's Wine Expo, the Huangjiu exhibition group from Fang County, Hubei Province, will make a strong appearance, presenting its long - standing brewing history and unique regional culture to national merchants and consumers.
Fang County Huangjiu originated in the Neolithic Age and thrived during the Zhou and Tang Dynasties. It was once used as imperial wine for enfeoffment and was highly favored by emperors throughout the dynasties. Its brewing technique was included in the intangible cultural heritage of Hubei Province in 2013, recognized as a national geographical indication product in 2014, and the region was awarded the title of a World - Featured Wine - producing Area in 2018.
It is worth mentioning that the new product launch event of "2025 Yuchen Fang County Huangjiu: Imperial Tribute Collection, Business Collaboration" will also be held concurrently during the Wine Expo. This new product continues the traditional manual brewing process, using the unique three - inch snow glutinous rice from Fang County, wild knotweed starter, and deep cold spring water from Shennongjia, recreating the classic style of "filling the cup without overflowing and having a slightly bitter burnt aroma" and demonstrating the extraordinary quality and cultural confidence of "Hubei Huangjiu".
4. Online and offline integration
JD Xuanzi makes its debut at the Wine Expo
The most significant innovation in this year's Huangjiu exhibition lies in the online distributor channel - the first participation of JD Xuanli. As a completely new and different attempt from the past, JD Xuanli will provide a broader sales channel for the participating brands through the model of "online exhibition hall + offline experience". Visitors can directly access the JD Xuanli Huangjiu section by scanning the code on-site and enjoy the limited exhibition discount prices, achieving a seamless connection between "offline tasting and online ordering". This measure marks that the wine exhibition has entered a new stage of "dual-line integration", injecting digital vitality into the traditional Huangjiu industry.
5. Participate in the Huangjiu feast
Witness the industrial revitalization
The 23rd China International Alcoholic Drinks Expo is not only an industry event of great significance but also a crucial platform for promoting the development of the Chinese rice wine industry. Rice wine enterprises from various production areas will utilize this platform to showcase their technological innovations, product upgrades, and cultural heritage, jointly driving the high - quality development of the Chinese rice wine industry.
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