Shandong people like to drink the most. Shandong’s per capita liquor consumption ranks first in the country. It stands to reason that Shandong should have very strong liquor brands, but in fact this is not the case. Shandong’s liquor brands are not the best in the country. It is strong, and few people know that this may be related to the geography and climate of Shandong. Shandong does not have the best wines like Maotai, but this does not stop Shandong people from making wine.

Almost every county-level city in Shandong has its own liquor brand, with dozens of varieties. The following is a map of Shandong liquor in each city.

It can be seen that Shandong’s liquor is really dazzling when discussed. Liquor in Shandong has also experienced ups and downs in development. Back then, Qinchi Liquor produced in Linqu, Weifang became popular all over the country overnight because it won the CCTV standard. It transformed from a local winery into a well-known enterprise in the country and created a brand. Unfortunately, the Qinchi model could not keep up with production capacity, failed to do a good job in media public relations, and had a crisis of trust overnight, resulting in consecutive years of losses and a collapse.

At present, generally speaking, the following liquors dominate the Shandong market.

Weifang’s Jingzhi Wine, Linyi’s Lanling King, Jining’s Kongfujia, Tai’an’s Taishan Tequ, Jinan’s Baotu Spring, Dezhou’s Gubeichun, etc. Among them, Jingzhi Liquor has improved rapidly in recent years. It has found Huang Bo as its spokesperson, and its advertisements have spread across various cities. It has become a relatively strong representative liquor brand in Shandong in recent years.

Moutai is from Guizhou.

Shandong liquor is mainly strong-flavor type.

National high-quality wine: Fangzi, Kongfujia.

Eight famous wines in Shandong: Jingzhi, Lanling, Wataojing, Baotu Spring, Yunmen, Qiangshutang, Gubeichun, and Kongfujia.

Chinese time-honored brands: Tsingtao Beer, Changyu, Jimo Laojiu, Jingzhi, Lanling, Wataojing, Baotu Spring, Yunmen, Qiangshutang, Gubeichun.

Shandong time-honored brands: Baotu Spring, Jimo Old Wine, Tsingtao Beer, Qilu King, Qizun Shuangfeng, Luyuan, Rongfeng, Mizhou, Jingzhi, Yunmen, Fangzi Banqiao, Xingda , Taishan, Taishan Sunrise, Jincaishan, Fulaichun, Guanghan Palace, Lanling, Mengshan, Shuanglingchun, Dayu Dragon God, Pingyuan Renjia, Yuhuang Pavilion, Wande, Donggong, Guanyichun, Jingyang Gang, Yanbin, Yanghu, Chenwang, Water Margin, Sanyichun, Wanshi Confucius.

National geographical indication products: Changyu, Qiangshutang, Tuaguojing, Jingzhi.

Provincial intangible cultural heritage: Jingzhi, Qiangshutang, Lanling, Zhonggong, Hongyuan, Pullover Well, Jimo Old Wine, Miaofu Rice Wine, Jingyanggang, Huaguan, Kongfujia , Qianlong Cup, Yunmen Spring, Gubeichun, Baimai Spring, Taishan, Yiyang, Yuehe.

Before talking about Shandong’s famous liquor, let’s talk about Shandong’s wine culture

1. The average amount of alcohol consumed by Shandong people ranks first in the country. This may come as a surprise to many people. Everyone knows that Shandong people can drink, but they seem to be far less violent than people from the Northeast and Northwest. But big data is correct. Although people from the Northeast drink heavily, people from the Northwest don’t necessarily drink as much as Shandong people. Shandong people's drinking is "literary drinking". Generally, the host will accompany you, the deputy host will accompany you, and the escort will sit down, and after a while of greetings, you will be hooked. It is estimated that those who have been to Shandong are not accustomed to these etiquette. So I very much suspect that the reason why big data shows that Shandong people drink the most is that a large part of it may be consumed by guests from other provinces who are drunk at the wine table.

2. Almost every county in Shandong has its own liquor brand. In the early days, it was all sorghum wine, Laobaigan and the like. Before, my grandfather liked to take a plastic bucket to the winery to buy wine to drink, Laobaigan with a high temperature of 50 or 60 degrees. In the later period, most of Shandong liquor was purchased from Sichuan and other places and then blended.

3. Let’s talk about some of the more famous wines: Qinchi almost went bankrupt after winning the CCTV title. The CCTV title is a trap and whoever comes will die. Now it is only somewhat famous locally. "Kongfu's wine makes people miss home" CCTV used to advertise it every day, and Wang Ji endorsed it. However, Confucius likes to eat meat and not very fond of drinking. Later, after several years of advertising on CCTV, it was no longer enough, and it was basically only available locally. There are also some brands like Tuanqiaojing and Jingzhi Jingyangchun which are all third-tier brands and it is hard to say they are famous.

4. There is another anomaly in the Shandong liquor culture system, and that is the liquor culture of Jiaodong. Places such as Qingdao and Yantai were colonized by European powers such as Germany in the early days, so many liquor cultures are different from those in the interior. , like the beer in Qingdao and the red wine in Yantai, they all belong to foreign culture.

Of course, Qingdao also has an older branch of alcohol in traditional Chinese culture: Jimo yellow wine! This is the "Maotai" of rice wine.

First of all, the liquor brands in Shandong are not like Guizhou, Sichuan, Shanxi, Shaanxi, Hebei and other provinces, which have one or two very representative liquor brands. The liquor market in Shandong is basically that each prefecture-level city has its own niche brand. There may be a sales market in this city, but it has no dominance in the province, let alone the national market. This is inconsistent with the situation. Shandong’s image as a province with a big wine culture does not match. If I had to recommend the most well-known liquor, there should be the following three. The first one is Jingyangchun. Not only does Jingyangchun liquor have a long history, the most important thing is that the name contains cultural connotations. Jingzhi Town itself is a famous wine-producing town. In addition, the packaging image of Jingyangchun is the image of Shandong where Wu Song fights tigers. When Wu Song was drinking in Jingyanggang, he said that he could not finish three bowls of wine, which invisibly gave Jingyangchun his imagination. Next is Lanling wine. Li Bai's "A Guest Travels" Lanling Wine Tulips, Jade Bowl Contains Amber Light, describes Lanling Wine. Lanling wine has a history of thousands of years, and even two thousand years of Lanling wine was unearthed in a tomb of the Han Dynasty a few years ago. Lanling wine is produced in Lanling Town, Lanling County, Linyi. However, Lanling County was renamed Cangshan County a few years ago, which was a bit embarrassing. But now it has been renamed Lanling County. I hope the promotion of Lanling wine can be effective. to good effect. Finally, there are Langyatai and Taishan Special Music. Langyatai is also very well-known and has a long history. It is also derived from the ancient place name "Langya", which is today's Linyi. Zhuge Liang is a native of Langya, so I won't introduce it too much. Let’s mainly talk about Taishan Tequ. Taishan Tequ is not particularly well-known in terms of drinks, but the word Taishan represents Qilu to a certain extent, which invisibly increases the popularity of drinks. Welcome to follow "Interesting Geography" and leave a message to discuss together.

There are more than 130 kinds of wine in Shandong (1)

Shandong people are famous all over the world for their boldness, and their drinking capacity is even more famous. But unfortunately, there are no famous wines in Shandong. If you want to ask what are the most famous liquors in Shandong, haha, it would be great to have one or two. In my opinion, it can be said that there are no famous liquors in Shandong. When I say well-known, I mean well-known throughout the country. Of course, there are some well-known ones in the province, such as Jingzhi Liquor, Yunmenchun, Langyatai, Taishan Tequ, Baotu Spring, etc. But these liquors can only be said to be Shandong A local brand of wine that almost no one in the country knows about.

I think back then, Shandong’s Qinchi Wine, Kongfujia Wine, and Kongfu Banquet Wine were so famous across the country. Why is there no good brand now? I think there are three main reasons:

The first reason is the trouble Qin Chi caused back then. Although Qinchi won the bid at a sky-high price, it was well-known throughout the country and its sales volume increased greatly. Later, Kongfujiajiu and Kongfuyanjiu followed suit, but Qinchi failed due to stalled expansion and blind blending. Not only was it famous It was destroyed in an instant, and the second hole was also involved in emergency braking. Since then, Shandong liquor rarely spends a lot of money on advertising. Even if it does, people don't believe it. Shandong liquor brands are rarely seen on CCTV. It can be said that Qin Chi harmed the Shandong Baijiu brothers, and Boss Ji committed a great crime.

The second reason is that Shandong liquor still needs to work hard on quality. I have also drunk a lot of Shandong wine, including the ones mentioned above, including Yunmenchun, Baotuquan, and Jingzhi. They almost have one flavor, one flavor, and two holes. In this way, the taste feels like the taste of Wuliangye or Yanghe after diluting it a few times. Langyatai does have a high alcohol content, but it's just a high alcohol content. It tastes spicy to the throat. Quality is the foundation of the brand. Based on quality, and then tell some stories appropriately, the follow-up capital will keep up, and the market will naturally come out.

The third reason is that Shandong Baijiu missed the opportunity to leverage the capital market. At present, all first-tier domestic liquor brands have been launched, and many second-tier liquor brands have also been launched, such as those near Shandong, Anhui's Golden Seed Liquor, Yingjia Gong Liquor, Jiangsu's Jinshiyuan, etc. After being launched, the brands have been improved and sales have also increased. Come up. The market value of Jinshiyuan is close to 50 billion yuan, and the market value of Yingjia Gongjiu has also reached 16 billion. But so far there is no listed liquor company in Shandong, which is a shortcoming of this economically prosperous province.

But needless to say, neighboring Henan is also a major liquor consumption province and does not even have a listed liquor company. Many of my Anhui friends don’t drink much, but there are already three listed liquor companies in Anhui.

The market value of Gujing Gongjiu has reached 100 billion, which is really enviable.

What I remember most is the Jingzhi Baigan from 1975 to 1985. I lived with my uncle, and he drank a lot, and he drank Jingzhi Baigan, and other famous Shandong wines. What happened later, it’s a pity that there are very few Jingzhibaigan on the market now. It’s all the result of profit-seeking. In fact, if you think about it carefully, profit-seeking and famous brands are not contradictory. Why there are so few, only the manufacturers themselves know.

Shandong people like to drink and there are many good wines, but they are not as well-known as the wines from Guizhou, Sichuan, Jiangsu and other places.

The most representative of Shandong is sesame-flavor liquor, which is one of the two innovative flavors after the founding of China

The following are some of the more famous liquors. Friends who are interested can try them Give it a try

①Yipin Jingzhi (Shandong Jingzhi Distillery: China’s first state-owned enterprise, one of the top 50 Chinese liquor manufacturers, and the largest sesame-flavored liquor manufacturer.)

②Kongfujia Liquor (Qufu Distillery: low-alcohol high-quality liquor, developed and produced in 1986, has now become the largest exported liquor variety in China.)

③Baotu Spring (Jinan Baotu Quan Brewing Co., Ltd. was founded in the Chongzhen period of the Ming Dynasty. It is a time-honored brand in China and a well-known trademark in China.)

④Gubeichun (Gubeichun Group: currently has three types: strong aroma, sauce aroma, and mixed aroma) Aroma liquor, Gubeichun liquor is a strong-flavor liquor, the winery was established in 1952)

⑤Fulaichun (Fulaichun Group: has more than 20 subsidiaries, involving real estate, new energy, biochemical industry , brewing, etc.)

⑥Yunmenchun (Yunmenchun Liquor Group: established in 1948. In 2009, together with Moutai and Langjiu ***, the technical standards for Chinese Maotai-flavor liquor were formulated, and the Shandong Province National Pure Liquor The only setter of technical specifications for solid-state fermented sauce-flavor liquor)

⑦Corolla (Corolla Group: Started in 1971, it is mainly engaged in the production and operation of liquor, with integrated development of packaging, printing, fruit wine, beverages, etc. A large enterprise group, founded in 1958, registered the "Corolla" trademark in 1981)

⑧Mengchangjun (Mengchangjun Wine Industry: Mengchangjun has 5 major series of wines: Mengchangjun, vintage wine, jar wine, Laoji wine , Dazhong Liquor)

⑨Lanling (Lanling Group, won the gold medal at the Panama Exposition in 1915, a famous innovative brand of Chinese famous food and Chinese liquor)

10 Yellow River Dragon ( The "Qiangshutang" winery founded by Wang Guoxi, a member of the Qing Dynasty, was founded in 1922. It is the earliest brewing enterprise in Shandong Province and has been continuously brewing for nearly a hundred years. It is one of the top ten famous brands of Shandong liquor and an inspection-free product in Shandong Province)

Kong Mansion family, Confucius Mansion banquet! Overthrow the well, Jingzhi...

Shandong liquor is not well-known throughout the country, but Shandong people are famous throughout the country for being able to drink it. I don’t know if this is a good thing or a bad thing!

As a native of Tai'an, Shandong, I would like to first recommend Taishan Tequ, a specialty of my hometown. Taishan Tequ is produced by Taishan Liquor Group. Taishan Tequ belongs to the elegant style of strong-flavor liquor. Its characteristics It has an elegant cellar aroma, mellow and sweet taste, and a refreshing aftertaste. It is one of the typical representatives of Lu wine. Taishan Liquor Group is one of the “Four Major Liquor Groups” in Shandong Province and a leading liquor company in Shandong.

The late 1980s to the mid-1990s was the glorious period of Shandong liquor industry. At that time, Kongfujia, Xilinmen, Jingzhi, Jingyangchun, Taishan Tequ, Qiminsi, Xinjiu, Qinchi, Brands such as Kongfuyan, Wataojing, and Donggong Liquor have all gone nationwide and accounted for half of the liquor market. Advertising and measures to reduce the alcohol content were once leading the industry. Due to the lack of solid internal strength, the performance accumulated through advertising was ultimately a mirror image and a moon in the water. In the late 1990s, Shandong Baijiu gradually declined.

Know your shame and then be brave. Now Lujiu is on the rise, especially the four major liquor companies, which represent Lujiu and have carved a way out of the siege. They have innovatively launched the sesame flavor based on the original flavor. Model liquor has been recognized by the market, and Lu Liquor Enterprises are on the rise! The following is a list of major liquor companies in Shandong. Almost every city has one or two representative companies. Is it because Shandong people can drink it?

Some people say that the reason why Shandong’s drinks are not well-known is because there are too many brands, and it is impossible for one company to be the only one. The scale of the company will not increase, and most of them are self-produced and sold, and cannot be sold outside the door. It was drank up. In the past, Lanling wine was well-known, but now, Jingzhi is more famous.

Li Bai, the famous poet of the Tang Dynasty, wrote a poem to prove it: Lanling's wine is filled with tulips, and the jade bowl holds amber light. Li Bai's hundred poems about drinking wine may be related to this wine.

Some people say that there are more than 100 liquor brands, but none of them can compete now. Liquor consumption in Shandong accounts for 1/10 of the country's total. The provincial market is untenable, and opening up markets outside the province is a pipe dream. Not to mention mid-to-high-end liquor, low-end liquor has been robbed of half of the market by Laobaigan, the village chief of Hengshui, Erguotou and others.

It seems that Shandong liquor still has a long way to go. The most important thing now is to form a brand, avoid internal friction, and become stronger and bigger.

Welcome to Shandong as a guest, Shandong wine and Shandong cuisine are well served!