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On July 10, the second Fenjiu Group Liquor Tasting Competition and Shanxi Vocational Skills Competition Selection were grandly held at the Fenjiu Group Conference Center.

Photo: Liquor tasting and provincial vocational skills competition selection site

Liu Weihua, member of the Party Committee, deputy general manager and chairman of the labor union of Fenjiu Group, and Han Ying, chief engineer of Fenjiu Co., Ltd., came to the scene to observe and guide. Many contestants from various units and departments of the company gathered together to interpret the craftsmanship of craftsmen with "talents of goodness on the tip of the tongue" to help inherit and develop quality. Compete on the same field to promote skill improvement.

We will continue to explore the expression of quality, build a team of high-quality talents, and work in both directions. We will continue to lay a solid foundation for the high-quality development of the enterprise and contribute to Fenjiu's strength in meeting the people's demand for high-quality life.

Persistent pursuit of value, brewing the fragrance of a great country

Located in Xinghua Village, Fenyang City, Shanxi Province, Fenjiu Group has a 6,000-year-old winemaking culture and carries a thousand-year-old brewing process. The "Fenjiu Pilot" marks the sorting out and excellence of Fenjiu's craftsmanship; China's famous liquor means becoming a high-quality model of Chinese liquor quality. Quality carving creates excellence, and brand cultivation achieves brilliance. Generation after generation of Fenjiu people have not forgotten their original aspirations, passed on the relay, learned from each other, competed and surpassed, condensed the unique essence of Fenjiu culture, and shaped Fenjiu's "national wine soul". This tasting meeting came into being against this background, interpreting the craftsmanship of craftsmen with "tongue-tip talent" and helping quality inheritance and development.

As the leader in light-fragrance liquor, Shanxi Fenjiu achieved significant growth in revenue and profits in 2023, breaking through the thresholds of 30 billion in revenue and 10 billion in profits. Behind this is the joint promotion of brand power, product power and quality power.

On the product side, its Fenjiu has won the title of "National Famous Liquor" many times and has also achieved remarkable results in many international spirits competitions. In addition, Fenjiu and Zhuyeqing Liquor have both been selected as "China's Time-honored Brands", and Zhuyeqing Liquor is a "double intangible cultural heritage" famous liquor and the only "National Health Liquor".

As a "Chinese time-honored brand" and a typical representative of Chinese liquor, Shanxi Fenjiu continues to show the brand charm of "Chinese wine soul" to the world with its ever-increasing brand value. The high brand potential is due to Fenjiu's outstanding performance. According to the first quarter report of 2024, Fenjiu achieved operating income of 15.338 billion yuan, a year-on-year increase of 20.94%; net profit attributable to the parent company was 6.262 billion yuan, a year-on-year increase of 29.95%. With a high momentum of continuous advancement, it continues to release the brand heritage and unique charm.

The two-way pursuit of quality and talent

"Quality improvement is the eternal pursuit of the industry. Successful winemakers are those who stick to and improve quality over a long period of time," said Song Shuyu, Secretary General of the China Alcoholic Drinks Association. Shanxi Fenjiu has continuously upgraded its quality and continuously broken through the quality ceiling, creating more possibilities and opportunities for future development.

At the beginning of the competition, Han Ying made detailed and careful arrangements for the wine tasting competition and placed high hopes on it. She pointed out that the purpose of this activity is to establish a competitive consciousness among all participants to strive hard and strive for first-class results. She hopes that everyone can take the competition as an opportunity to promote skill improvement, promote innovative development, increase efficiency growth, and strive to build an excellent Fenjiu brand, and do their best to contribute to the high-quality development of Fenjiu.

On the field, the contestants were concentrating on evaluating the wine samples. They used professional methods such as observing the color, smelling the aroma, and tasting the flavor to compete fiercely on the aroma, alcohol content, and body quality of the wine samples. With their sensitive sense of smell and taste, as well as their rich experience in tasting white wine and superb tasting skills, they fully demonstrated their profound understanding and unique insights into white wine. The scene was orderly and the competitive atmosphere was heated.

Quality continues to make new breakthroughs, and "people" is the most core element. Contestants from various units and departments gathered together to compete on the same field, constantly exploring the expression of quality while promoting skill improvement and actively promoting the construction of a learning, skilled, and innovative team of highly skilled talents. The improvement and expansion of the talent team has continuously helped Fenjiu break through the development ceiling and provided a solid guarantee and strong driving force for the sustainable and healthy development of Fenjiu.

The feedback and efforts of the talent team and the continuous breakthroughs and innovations in quality have enabled Fenjiu to achieve the driving force for continuous leaps and advances, contributing more Fenjiu strength to the development of the industry.