Moutai of Guizhou Province, China: Social life of local rice whiskey and commodification in the context of drinking culture. This research is a qualitative research, using the concept of the social life of things and commoditization. Here are 5 research objectives: 1) To study the history and development of Moutai city in the dimensions of localization, nation state and globalization, 2) To study Moutai, local rice whiskey in the dimension of Cultural Identity of Moutai people, 3) To studied Moutai, the local rice whiskey of Moutai town in the process of commoditization, provincial, national state and global levels, 4) To study Moutai, in the self-construction dimension of Moutai town identity to be the land of the best local whiskey of rice of Guizho and China and 5) To study the case analysis research unit of "Water Festival Ceremony". Research reveals that the unique ecological condition of Moutai City has influenced the local wisdom in the production of home-brewed rice whiskey, a local identity that satisfies the taste of ordinary drinks.
The material conditions and development processes of Moutai reflect their relationship with the relevant socio-cultural. The early Tai Zhen people gained knowledge of Moutai brewing and gave birth to local wisdom. Moutai Town uses the reputation of Moutai and the commodification drink culture to build itself up.
Background of Research
The symbolic capital of Moutai is the goodwill value characterized by "national liquor" and the awards of the Panama Exposition in 1915. Because the production environment of Moutai Town plays a decisive role in the production and increase of microbial aroma components in liquor. It is inseparable from the cultural identity of Moutai culture by generations of Moutai people.
From the evolution of Moutai's products and packaging, we can also see the commoditization of Moutai. During each period of Moutai's historical development, what was the drinking culture of Moutai Town and its surrounding areas? From the perspective of anthropology and sociology, this research further analyzes the value of Moutai culture and helps people to thoroughly understand the significance of Moutai culture in the development of Chinese drinking culture.
Purposes of Research
The city did to build a cultural identity and regional brands and product brands that Moutai imitated in the market. Compared to a single discipline, there will be added value as research based on this research concept is still in its infancy. Systematic and comprehensive research can allow the results of these researches to fill the gaps in this particular academic field.
This research can become the same research model for studying other situations in the world. Second, the results of this research help the local government of Guizhou Province to formulate policies for the development of Moutai. Finally, the results of this research benefit the investment value of Moutai, the development of the spirits industry, the operation of enterprises, the interaction between politics and enterprises after the founding of the People's Republic of China, and the trend of luxury consumption.
Research question
Definition of Terms
The cultural identity in this study is the Moutai culture identity from the people of Moutai City in Guizhou Province. The time and space of the "Water Festival Ceremony" is the best condition for contact with the city of Moutai and provides the most favorable opportunity to study the self-identification construction of Moutai city. This is an important popular force that witnesses, participates and inherits the development of Moutai culture.
The Moutai Distillery employees have played a crucial role in the production of Moutai. They are the main force in the study of Moutai culture and an in-depth exploration of the essence of Moutai culture. The social life of things and commoditization are used to analyze the relationship between Moutai and the society of Moutai Town.
Literature Review
At the same time, Moutai's commercial development is analyzed against the background of drinking culture. From the perspective of cultural anthropology, the social life of things is primarily the study of Moutai. The focus of this research is on the commoditization of Moutai in the context of drinking culture.
It mainly analyzes the role of Moutai in the social life and culture of Moutai Town before it was commercialized and how it circulated. This chapter mainly introduces the social and cultural background of Moutai Town and how Moutai culture can be developed, constructed and displayed. This chapter provides a detailed introduction to the water ceremony of the Double Ninth Festival in Moutai city, which is representative of Moutai culture.
Historical and Development of Moutai Town
The origin of Chinese liquor
And drinkers, from dignitaries to commoners, have little pursuit of the brand. It is located on the banks of the Chishui River in the northern part of Guizhou Province, at 106°22' east longitude and 27°51' north latitude. From the monitoring data of Maotai's climate for more than ten years during the period of the Republic of China, the fundamental change is not large.
In the early years of the Republic of China, this drink was still widely distributed in northern Guizhou. The choice of the ancestors of Maotai Town to step on the koji in high temperatures should belong to the accidental discovery and the legacy of experience. The scale of the combustion workshop is generally small and is usually located at the front of the shop and at the back of the brewery.
In the fourth year of the Republic of China (1915), Sun Quantai resigned as a shopkeeper and was led by Shi Rongxiao. Therefore, during the entire period of the Republic of China in 1927, the "liquor" category never appeared in Chinese exports. In the early days of the founding of New China, the brewing industry was still in the stage of rectification and recovery.
Moutai liked Zhou Enlai, the first prime minister of the republic, even more. It is one of the most famous international exhibitions of the 20th century. (Hu, 2011, p. 41). At the center of the "Golden Wheel" trademark pattern, the red five stars popular in China at the time are impressive.
This dispute is a turning point in the reduction of the export share of Moutai, and it is also the precursor to the disappearance of "export" varieties. From the 1970s to the mid-1980s, Moutai's export volume accounted for half of total sales. Due to the special light for export, Feitian brand spirit has a very high status in the minds of consumers.
Moutai : Local rice whiskey and Cultural Identity of Moutai people
34;Jingshan", and the sorghum on the mountain ripens later than the bottom of the mountain. Due to the different positions of the fermented grains in the cellar, the quality of the drink is also different. Due to the different alcohol concentrations, the surface tension of the liquor is different, hop size and dissipation rate are also different.
The size of the hops is different, and the level and taste of the brandy is also different. Gelao: The origin of Maotai is directly related to the ancestors of Gelao, Puliao. When the drink is boiled, it is placed in a glass, and the mouth of the glass is closed with purple ash mixed with yellow mud.
Guizhou Province. The long history of local beverage production in Moutai has given rise to many historical forms of the beverage container. After the development of the Han Dynasty, there was a great improvement in pottery firing. In the fourth year of the Republic of China (1915), after Moutai received the prize at the Panama International Exposition, Moutai's packaging was improved.
In the early years of the Republic of China, purple pottery round pots were used to hold liquor. In addition to the labeling on the front and back of the bottle, the mouth of the bottle is also marked and sealed. Ears of wheat were printed on both sides of the front, and the words "Huisha Maojiu" were printed in the middle.
The beverage label is applied to the bottle and the red English transliteration "Lay Mau" is applied to the top of the entire image of the beverage label. At the entrance to the village he saw a beautiful butterfly that had sunk into the mud due to the rain and was dying. The dragon's head stretched to the entrance of the stone cave and drank from the spring water.
Moutai : Local rice whiskey and the Process of Commoditization
In 1940, Huawenqu entrusted the Secretariat of the Ministry of Finance to apply for Moutai's trademark. Throwing and beating in the steaming sludge, and add coal to the fire in front of the stove. Looking at the commoditization process of Maotai at the national level 2.1 Product of time.
What's more, sales on the international and domestic markets are completely handled by a special commercial with a distinct time stamp. After 1961, most of Moutai's annual production was around 300 tons, and the sales volume was generally less than 200 tons. The weakness in the market had a direct impact on Moutai Winery. In the first quarter of 1989, despite the efforts of the sales staff on the front line.
However, in the first 10 days of the Moutai team's arrival in Guangzhou, they did not sign any orders, which doubled the pressure on the team. 5 meters and 2 meters in diameter, standing on both sides of the grandstand in the center of Tianfu Square. As a leader in the liquor industry, Maotai was the first to suffer from the cold, and the days of the entire industry were even worse.
The official statement of Moutai Distillery: The upturn in the market price of Moutai is a normal phenomenon after the supply and demand ratio has changed. The implementation of the red price line set by the Moutai winery has been prevented. The planning of the Moutai commemorative crystal bottle has made Moutai a public issue in France.
In the context of the new era, Moutai presented the brand concept "China Moutai, Fragrant World".
