Recently, with the announcement of the 2015 China Brand Value Evaluation List, Yanghe Daqu of Jiangsu Yanghe Distillery Co., Ltd. has become even more popular among consumers, because Yanghe Daqu won the The brand value reached 83.633 billion yuan, and together with Moutai, it was selected as the 2015 China Brand Value Liquor and Beverage Geographical Indication Product.
Speaking of Yanghe Daqu, many consumers love its soft taste, but they are full of curiosity about the trademark of Yanghehe. It is said that in addition to being closely related to a myth and legend, it also has a deeper cultural meaning. Today we will explore it together.
A myth and legend behind the fine wine
The legend of Yanghe wine? Lu Zu’s goat fairy grain? makes its prosperous and traceable cultural history extend to the Tang Dynasty, and is still on the trademark of Yanghe Daqu It is also engraved with the cultural imprint of "Sheep" and "He".
It is said that one year, Lu Dongbin rode a white goat, carried fairy grains of grain, and traveled around in five-color auspicious clouds. One day, while passing by the Baiyang River, the aroma of mellow wine floated in the distance, and I was instantly addicted to alcohol. Lu Dongbin used invisibility to enter the largest brewery in the town and drank happily secretly. He drank all the dozens of jars of fine wine in the winery's inventory before he was completely happy. Because he was so drunk, he left his mount White Goat and the Immortal Hesui behind. After he sobered up, Lu Dongbin didn't have the nerve to go back and ask for it as repayment of the drink money. From then on, White Goat and Immortal Hesui settled on the bank of Baiyang River. This area has had bumper crops year after year, the livestock are prosperous, and the aroma of wine is stronger. People think that it is the white goat and the fairy grain that bring good news to Baiyang River, so they also use "sheep grain" as the synonym for "yanghe river".
The cultural interpretation behind the trademark Sheep?He? is a commitment to history. What important position did Sheep? and?He? occupy in the ideology of the ancients?
Ancient China was a typical agricultural society, and sheep and grain were the two most representative images of farming civilization. As the earliest livestock raised by humans, sheep are mainly used for food. It is recorded in "Shuowen Jiezi" that: "Sheep are also provided for food by the six livestock masters." In addition, due to low productivity, the ancestors had feelings of awe towards livestock and grains. This is "The Book of Songs" contains a large number of descriptions of agricultural sacrificial activities of "praying for grain in spring and summer". Lu Dongbin's "sheep" and "grain" myth, which uses sheep to create literature and crops to support blessings, expresses the ancestors' vision of pursuing a better life, which also constitutes an important page in the geographical and cultural history of Yanghe Town.
In fact, Suqian is a magical fertile land on the geographical map of China, located at 117?56?119?10? east longitude and 33?8?34?25? north latitude. The annual average temperature is 14-15℃, the humidity is 60-80%, the four seasons are distinct, and the grain production is abundant.
The trademark "Yanghe" used by Yanghe Wine not only takes the meaning related to the homophony of "Yanghe", but also adheres to the historical culture of the ancestors pursuing auspiciousness and beauty in myths and legends. Sheep and grain are a pursuit of fine wine
In myths and legends, another detail that we cannot ignore is that the god Lu Dongbin got drunk due to his greed for wine, and because of his drunkenness, he voluntarily abandoned the goat. and "Xianhe Sui", which has a strong directional nature, that is, a lateral compliment to Yanghe wine.
Essentially speaking, the trademark "Yangyanghe" also coincides with the attributes of wine in myths and legends. "Women" is the basis of winemaking, and "Yangyang" embodies the beauty of winemaking. The word "mei" originally meant the deliciousness of mutton, and then as the semantics developed, it was derived to mean the beauty of all flavors. Xu Shen of the Eastern Han Dynasty commented in "Shuowen Jiezi": "Beautiful and sweet." From sheep, from big. ?Xu Xuan, a native of the Song Dynasty, said: ?Sheep are beautiful when they are big, so they should be big. ?Characterists such as Duan Yucai, Gui Fu, and Zhu Junsheng in the Qing Dynasty all agreed with this meaning. In modern times, Zhu Guangqian's "Talking about Beauty Letters" also clearly pointed out: "The beauty" of Chinese characters originated from the taste of yokan. ?Speaking of the delicious wine of Yanghe, the "Xuzhou Prefecture Chronicles" compiled during the Tongzhi period of the Qing Dynasty clearly recorded: ?The wine of Yanghe Daqu is delicious. ?History has taken away the silence of the years, but it continues the legend of fine wine. Yanghe people’s pursuit of fine wine has never stopped. Sheep? He? is a kind of development for a great cause
If you are careful enough, you will also see that the sheep in the Yanghe trademark is a goat. In traditional culture, goats represent tenacious resistance and fearless spirit. Among the natural attributes of sheep, and because of the habit of kneeling to breastfeed, this behavior has been given a deeper moral connotation of repaying maternal gratitude from a semiotic perspective. For example, it is mentioned in "Spring and Autumn Fanlu":? When a lamb drinks from its mother, it must kneel down, like a person who knows etiquette.
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The corporate culture "Lion and Sheep Culture" advocated by Yanghe (Sujiu Group) today is essentially "Lion Nature and Sheep Fundamentals". Speaking of "Lion Spirit", it is actually a sublimation of the existing "Goat Spirit", with more emphasis on innovation and transcendence. The spirit advocated by the enterprise? Three creations and three first innovation, excellence, and first-class; striving for the first, leading, and taking the lead again are not only a kind of transcendence of peers, but also the pursuit of a kind of self-transcendence. The "sheep-based" thinking gives the enterprise another layer of connotation of giving back to the society: three leads and three reports lead, lead, and lead the line; serve the country, serve the people, and serve one side.
As the "leader" in China's liquor industry, Yanghe continues to create new brilliance in the fierce competition. There is a long way to go to achieve great success and return. As the years go by, the "Yang" and "He" trademarks stand tall in the long course of history, embodying the immortal aspirations of Yanghe people.