Xijiu 1998 was discontinued in 2019. The Xijiu Cellar Series mainly includes: Cellar 1988 (500ml 1000ml). Xijiu Cellar 1998 relies on natural creation, inherits the essence of tradition, and the true and perfect brewing spirit, and persists in perfection in the name of awe and gratitude.

The development history of Xijiu

In 1997, the Guizhou Provincial Government made the decision to merge Xijiu Corporation with Moutai Group. On October 26, 1998, "Kweichow Moutai Distillery (Group) Xijiu Co., Ltd." was established, and Xijiu officially joined the Moutai Group. The establishment of the new Xijiu Company is a milestone in the development history of Xijiu and a turning point for Xijiu from predicament to revival.

After the merger, the leadership team of Xijiu proposed the work goal of "laying the foundation in one year, improving in the second year, moving up to the next level in three years, and developing in four years" and formulated the strategy of "four unswerving" Policy (unswervingly implement the business philosophy of "ruthless, non-commercial, honest", and unswervingly build Guizhou Xijiu City, the strategic base of Moutai Group's strong aroma.

Unswervingly adhere to quality Benefit-oriented development path and unswervingly implement high-end and high-priced brand positioning). Focus on production internally and the market externally, taking into account marketing and brand building, summarize and propose a Junpin culture that is consistent with the corporate image of Xijiu. It has become the first brand of strong-flavor Guizhou liquor and the second brand of Guizhou liquor.

While making great achievements in the strong-flavor Xijiu liquor, in 2003, Xijiu resumed the production of Maotai-flavor liquor and launched a new Maotai-flavor liquor technical transformation project, innovating the production and operation model and focusing on quality. and output, and developed a series of Xijiu cellar products. Xijiu develops one step at a time and gradually moves towards revival.

With its excellent quality and wide consumer base, Xijiu won the title of "China's Well-known Trademark" in 2007 and achieved sales revenue of 1 billion yuan in 2010.

In May 2010, Zhang Deqin took over as the chairman and general manager of Xijiu Company. Xijiu has established and practiced the core corporate values ??of "Advocating Taoism, Being oriented, Respecting Business, and Loving People", and has begun to sort out Xijiu's "Junpin Culture". Focusing on production internally and expanding the market externally, in order to adapt to the market trend of "concentration to sauce", the high-end sauce-flavor brand "Xijiu·Cellar 1988" was promoted to the national market, and was favored by consumers and widely praised by experts.

At the same time, through an accurate grasp of the market, Xijiu has subdivided its product structure. The "Cellar Series", "Gold Series" and "Five-Star Series" comprehensively cover different levels of consumer markets. The strategies of "market", "big customers" and "big brands" have continuously improved Xijiu's sales and brand awareness.

Xijiu has completed the market layout in all provinces and regions in China and exported to Southeast Asia, Europe and the United States. Xijiu’s advertisements have also been posted on high-end publicity platforms such as CCTV and Phoenix TV. The popularity and reputation of Xijiu have been degree continues to increase.