2020 Moutai Youmi Festival and New Product Launch Held in Wanda Town, Danzhai

On July 19, the 2020 Moutai Youmi Festival and New Product Launch was held in Wanda Town, Danzhai County, Guizhou Province. Hosted by Moutai Eco-Agriculture Company, the event was themed 'New Era · New Youmi · New Opportunities.' Distinguished guests gathered, including leaders from China's wine industry, local government officials, and distributor representatives from across the country, to discuss the market prospects of blueberry wine and the path to poverty alleviation through the blueberry industry.

Li Jingren, General Manager of Moutai Group, stated in his speech that it is Moutai's unshirkable responsibility to support local poverty alleviation with greater state-owned enterprise commitment. Moutai Eco-Agriculture Company was positioned as an industrial poverty alleviation project from its inception, contributing to poverty alleviation efforts in the province and the Qiandongnan Prefecture.

In February 2015, in response to the national poverty alleviation strategy, Moutai Group invested in establishing Moutai Eco-Agriculture Company in Danzhai County, focusing on blueberry cultivation and deep processing. Over the past five years, the company has promoted the planting of 30,000 mu of blueberries, developed processed blueberry products, built the Youmi brand, and boosted the entire blueberry industry chain, driving income growth for over 7,000 impoverished households. It has become a model of leading enterprises contributing to poverty alleviation.

Li Jingren noted that since February last year, Qiandongnan Prefecture and Moutai Group have engaged in frequent exchanges. The 'Package Plan for Supporting Eco-Agriculture Company to Get on Track' was implemented, establishing the '1+2+6' product brand system and reaching a consensus on 'producing the most professional blueberry products and building a high-quality industrial poverty alleviation platform.'

Li Jingren pointed out that over the past five years, Moutai has invested 310 million yuan in Danzhai around the blueberry industry chain, building a complete chain from capital investment, base construction, R&D and production, to market promotion. He urged Moutai Eco-Agriculture Company to adhere to 'Moutai standards,' focusing on brand building, quality improvement, and product variety optimization to enhance the quality and efficiency of the product supply system.

Li Jingren proposed deepening the 'player economy' and 'Honey Friends Circle' community culture, opening new cooperation models, integrating Qiandongnan's ethnic and red culture, expanding the 'circle of friends,' and enhancing the influence of the Youmi brand.

Wang Qi, Executive Chairman of the China Alcoholic Drinks Association, said in his speech that the 2020 Moutai Youmi Festival and blueberry new product launch is a major event for Moutai Eco-Agriculture Company and a joyous occasion for China's blueberry wine industry. He believes that under the new socio-economic situation, consumption patterns and psychology have undergone significant changes, and the Youmi Festival is an important part of the company's transformation, quality improvement, and marketing innovation.

Li Xianfu, Chairman of Moutai Eco-Agriculture Company, revealed in his thank-you speech that as of July 15, the company had signed contracts worth 76.962 million yuan in 2020, and including direct sales and online platforms, the total reached 90 million yuan. The company expects to achieve a sales target of 139 million yuan (including tax) this year.

It was reported that since Moutai Group began industrial poverty alleviation in Danzhai in 2015, Moutai Eco-Agriculture Company has accumulated sales revenue of nearly 400 million yuan, exploring the 'three-belt model' of 'leading enterprises drive industries, bases drive cooperatives, and cooperatives drive impoverished households.' The company has received honors such as 'Advanced Collective for Poverty Alleviation in Guizhou Province' and 'Top Ten Poverty Alleviation Leading Enterprises in Qiandongnan Prefecture.'

'Encounter' Series Blueberry Craft Wines Launched

As a highlight of the event, the Youmi new product launch introduced three 'Encounter' series wines and one 'Master' craft wine in stages.

To meet the trend of diversified and personalized consumption, the R&D team of Moutai Eco-Agriculture Company introduced advanced domestic and international fruit wine technology and equipment, and after thousands of product design iterations and adjustments, launched the new products.

The first product unveiled was 'Encounter · Blue Snow.' Named for the snow-like white frost on blueberry skins, this wine features highland mountain ecological blueberries from Qiandongnan, crafted with low-temperature constant fermentation and small-batch brewing. The wine has a ruby red color, elegant aroma, and a fresh, light taste. Available in 450ml bottles with 12% vol alcohol, in semi-dry and semi-sweet styles.

The second product is 'Encounter · Dan Red.' Named after Danzhai, symbolizing sincerity. It comes in 550ml bottles with 13% vol alcohol, in semi-dry and semi-sweet styles. The raw material uses rabbit-eye blueberries from the planting base, giving the wine unique characteristics.

The third product, 'Encounter · Brilliance,' represents a higher elevation, symbolizing the splendor of life. The three wines represent different stages of life.

The 'Master' craft wine uses blueberries from a 100-mu selected base, employing processes such as pure water extraction, double enzymatic hydrolysis, small-batch blending, meticulous mixing, and nitrogen protection. It has a deep ruby red color, elegant aroma, and a round, mellow taste. With 13% vol alcohol and semi-dry style, it is scheduled for release every October.

To launch the 'Master' new product, Wang Li composed 'Ode to Youmi' and recited it on site.

The R&D team introduced that 'Encounter · Blue Snow,' 'Encounter · Dan Red,' and the Master craft wine will be launched successively, while 'Encounter · Brilliance' is reserved for release in 2021.

Distributor representative Wang Yuan expressed that the event conveyed confidence to distributors nationwide, and she believes the new Youmi products will enter consumers' lives.

Yang Guang, Chairman of Beijing Zhengyitang Strategic Consulting, gave a speech titled 'Blueberry Meets Trillion-Yuan Moutai, Youmi Meets Ten-Billion Blue Ocean,' stating that Moutai Eco-Agriculture Company aspires to build the first brand of Chinese blueberry products.

'Youmi · Nostalgia' Public Welfare Fund Established

Moutai Eco-Agriculture Company will contribute 1 yuan from each bottle of 'Youmi UMEET' blueberry craft wine sold to a public welfare fund pool, establishing the 'Youmi · Nostalgia' public welfare fund under the Guizhou Charity Federation, to be used for the protection of ancient villages in Qiandongnan. The estimated annual donation could reach 1 million yuan.

Chen Min, President of the Guizhou Charity Federation, stated at the unveiling that Moutai Eco-Agriculture Company not only values corporate development but also social responsibility. He believes that the protection of ancient villages is an urgent issue. Currently, Danzhai has 7 national-level traditional villages and 9 Chinese ethnic minority characteristic villages, and supporting their protection through public welfare is appropriate.

Chen Min said that the Provincial Charity Federation will build a compliant platform for the fund's operation and provide key guidance and support for charity fund management and public welfare project implementation.

'Honey Friends Circle' Established

To unite distributors and consumers, Moutai Eco-Agriculture Company announced the establishment of the 'Honey Friends Circle.' At the founding ceremony, guests including Ji Keliang, Zhao Shuyue, Wang Li, and Mo Li, Vice President and Secretary-General of the Provincial Charity Federation, presented commemorative certificates to the first members.

The 'Honey Friends Circle' is a loose organization composed of stable consumers, cultural builders, and brand guardians of Youmi, characterized by light participation, light social interaction, and a youthful spirit. The company will provide irregular benefits and organize offline activities such as regional cultural salons, tasting sessions, blueberry garden picking, and Danzhai eco-health tourism, as well as online activities like live-streamed lectures.

Amid the melodious sound of violin music, the event came to a successful conclusion. The organizers stated that the Moutai Youmi Festival will be held annually, aiming to become a renowned blueberry event in the industry.