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Xinhua News Agency, Yinchuan, August 11 (Reporter Ai Fumei) From the continuous research and development of new products such as canned wine and alcohol-free wine, to the promotion of "barbecue + wine" nightlife, to the "drinking red wine and enjoying the scenery" winery tour... In the Ningxia Helan Mountain East Foothills Wine Producing Area, wine people are working hard to provide young consumer groups at home and abroad with new wine consumption experiences and unlock new wine consumption scenarios.

At the 4th China (Ningxia) International Wine Culture and Tourism Expo, the Helan Mountain East Foothills International Wine Fair, as an important part of the expo, attracted many industry insiders and wine lovers.

In the exhibition hall of Ningxia Nongken Wine Co., Ltd., wine in cans with fresh packaging is favored by many people. Compared with wine in glass bottles, wine in cans is more convenient to drink and can meet the needs of various scenarios such as camping and picnics.

"Canned wine is a new product we launched in June this year. It is small in size, easy to carry, affordable, and tastes refreshing," said Liu Yadong, a salesperson at the company.

Ningxia Nongken Wine Co., Ltd. displays canned wine at the Helan Mountain East Foothill International Wine Fair. Photo by Xinhua News Agency reporter Ai Fumei

Ningxia Nongken Wine Co., Ltd. is the earliest enterprise to enter the wine industry in the eastern foothills of the Helan Mountains. After nearly 40 years of development, it has formed a development pattern integrating grape planting scientific research and development, wine and brandy brewing and processing, winery cultural tourism, etc.

At the expo, the company held a new product launch conference and introduced 10 new products including luxury high-end wines, 53° sauce-flavored grape wine, canned wine, and alcohol-free wine. This is not only a concentrated reflection of its technological innovation and industrial upgrading, but also a precise response to the diversification and personalization trends in my country's wine market.

Liu Yadong said that canned wine is currently being promoted through online and offline channels, and consumers' acceptance is quite good.

It is understood that in order to break down barriers and make wine more "accessible", Ningxia Xige Winery, a representative of my country's large-scale boutique wineries, launched the "Drink" series of canned wines as early as 2022.

Xige Winery has set up scenes for drinking this wine, such as "having a drink at the cinema", "going out for dinner" and "outdoor picnic", and has also launched a joint "drink" with the movie "Super Family". Some consumers said that the 250 ml volume is "easy and stress-free".

The picture shows the scene of the Helan Mountain East Foothill International Wine Fair. Photo by Xinhua News Agency reporter Ai Fumei

In addition to unlocking new wine consumption scenarios through product innovation and optimization, Ningxia, as the origin of high-quality beef and mutton, also promotes a "barbecue + wine" nightlife.

On the 9th, the Autonomous Region’s Department of Commerce, together with nine other departments including the Department of Finance and the Department of Culture and Tourism, officially opened the “Enjoy Ningxia’s Taste” Wine + BBQ and Youthful Food Week. More than 100 high-quality restaurants and wineries joined hands to bring consumers a unique “City Drink” experience.

Liu Qian, a resident of Yinchuan, told the reporter that beef, mutton and wine have long become important business cards of Ningxia. Whenever friends from other places come, they must be treated to a shabu-shabu or barbecue, and local wine is indispensable. "Both the wine and the meat are highly praised," she said.

In addition, winery tours are also a unique experience that Ningxia brings to the public.

Whether you are sitting cross-legged on the kang in a traditional Chinese winery with carved beams and painted buildings and pavilions and drinking a glass of authentic Pinot Noir, or having a novel experience of the blending of the aroma of Chinese tea and wine in a winery built with small stones from the Gobi Desert in the past, the eastern foothills of the Helan Mountains are using wine as a medium to convey the beauty of Chinese traditional culture to consumers around the world.

Data shows that there are 261 wine companies in Ningxia, of which 130 have been built and the wineries receive more than 3 million tourists annually.

(Source: Xinhua News Agency)

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