China Council for the Promotion of International Trade (ccpit) 2009 Preface

Beverage manufacturing industry

1. Kweichow Moutai Co., Ltd.

Kweichow Moutai Co., Ltd. is a joint stock company initiated by China Kweichow Moutai Distillery Co., Ltd., Kweichow Moutai Technology Development Co., Ltd., Guizhou Light Textile Collective Industry Council, Shenzhen Research Academy of Tsinghua University, China National Research Institute of Food & Fermentation Industries, Beijing Sugar Tobacco & Wine Co., Ltd., Jiangsu Huaiyin Sugar & Tobacco-liquor Co., Ltd., and Shanghai Jieqiang Tobacco Sugar & Wine (Group) Co., Ltd. Moutai was approved by People's Government of Guizhou Province (No. 291 document, 1999). Its registered capital is RMB 185 million.

The annual output of Moutai liquor has already exceeded 10,000 tons. Moutai liquor at 43°, 38° and 33° have expanded the development space for mild Moutai liquors. Moutai Prince Liquor, Moutai Greater Liquor meet the demand of low and middle grade customers. Old Moutai liquor of 15, 30, 50, and 80 years old fill up the gap of master liquor, vintage liquor and old liquor in China. It has initiated ladder product development mode and formed over 70 varieties of 3 series of mild liquor, high, middle and low degree liquor and master liquor. Moutai has occupied the commanding height of Baijiu market and ruled the region of Chinese master liquor market.

2. Tsingtao Brewery Co., Ltd.

Tsingtao Brewery Co., Ltd. (hereinafter referred to as “Tsingtao Brewery”), one of the oldest beer makers in China, was founded in 1903 by German and British merchants under the name Nordic Brewery Co., Ltd. Tsingtao Branch. Today, Tsingtao Brewery is China’s largest brewery and is also an Official Sponsor of the Beijing 2008 Olympic Games.

On July 15, 1993, Tsingtao Brewery became the first-ever Chinese company to be listed on the Hong Kong Stock Exchange. On August 27, 1993, it listed on the Shanghai Stock Exchange making Tsingtao Brewery the first Chinese company to be listed in both Mainland China and Hong Kong. In 2007, Tsingtao Brewery achieved a total sales volume of 5.05 million kiloliters globally, with the market share of Tsingtao Beer in China reaching 13%. In that same year, World Brand Lab valued the brand at RMB 25.827 billion, placing it first in China’s brewing industry. Tsingtao Beer is exported to 62 countries and regions, including the USA, Japan, Germany, France, UK, Italy, Canada, Brazil and Mexico. The Barth Report, the authoritative report of the global beer industry, ranked Tsingtao Brewery as the 8th-largest brewery in the world based on total yield in 2006 and 2007.

Tsingtao Brewery has received numerous awards and recognition in some of the most prestigious beer competitions held in China and around the globe since 1949. In 1906 at the age of 3 years, it won Gold medal at the Munich International Expo. In 1980s, it won three first-place awards in beer contests in the United States. It won Gold medals in international contests held in Belgium (1991), Singapore (1993) and Spain (1997). In 2006, it was ranked at 68^th on The World's Reputable Companies by Forbes. In 2007, it won Grand Prize at the Asia Brand Ceremony. It was also rated in the 1^st and the 2^nd Top 10 Chinese Global Corporate Brands” in 2005 and 2008, issued by Financial Times. In the 2^nd event, Qingdao Beer swept four recognitions in the categories of Brand Equity, Consistently High-quality, Product & Service and Brand Equity Overseas.

3. Wuliangye Group Co., Ltd.

Wuliangye Group Co., Ltd. is situated on the bank of Minjiang River, north of Yibin City in Sichuan Province, Southwestern China, which is known as the "First Major City along the Yangtze River". The predecessor of Wuliangye Group Co., Ltd. was "Sichuan Yibin Distillery, China Monopoly Company", which was jointly founded in early 1950s by several brewery mills passed down from ancient times. The factory was formally renamed as "Yibin Wuliangye Distillery" in 1959 and following "Wuliangye Group Co., Ltd." after restructuring in 1998.

Wuliangye Group Co., Ltd., a modern corporation boasting a profound corporate culture, is mainly engaged in the production and operation of Wuliangye and its serial alcohols, while concurrently manufacturing and operating precision plastic products, series car molds, precision and high-end injection and stamping molds of large, medium and small sizes, and involving in bio-engineering, pharmaceutical industry, printing, electronics, logistics and transport, and other related service sectors. Sales revenue in 2006 was RMB20.05 billion. Buildings and facilities for scientific and technological development, production and operation are scattered regularly in a garden-like factory park, where around 30,000 employees are working conscientiously.

  Wuliangye Liquor", the product that won Wuliangye Group Co., Ltd fame, is an outstanding representative of strong aromatic liquor. With broomcorn, rice, glutinous rice, wheat, and corn as raw materials, stirred by " Baobaoqu" (a kind of saccharified yeast starter), " Wuliangye Liquor" is made in traditional process, from fermentation in the aged cellar, years-long brewing to appropriate blending. That unique process that takes the five different cereals as raw materials can perfectly mingle and absorb the essence of all the five. "Wuliangye Liquor" has formed its own liquor style, featuring " lasting flavors, mellow savor, luscious and refreshing tastes, harmonious and just-right flavors, and especially famous for its versatile flavors". Widely acclaimed for its six major advantages, i.e. unique natural eco-environment, over 600-year-old ancient cellar passed down from the Ming Dynasty (1368-1644 A.D.), recipe of five grains, brewing process, harmonious quality and "Liquor City", it has become a treasure among today's liquor products.

Since Wuliangye won the gold prize at the Panama Pacific International Exposition (PPIE) on behalf of Chinese products in 1915, "Wuliangye Liquor" has been honored 38 gold medals in various kinds of expos throughout the world. In 1995, it was once again titled the PPIE gold prize at the 13th event, marking a splendid achievement of “gold medals standing firm for eight decades”, and awarded the title of King of China's Liquor Industry at the 50th World Statistics Conference. In June 2002, "Wuliangye Liquor" got another gold prize at the 20th International Business Exhibition held in Panama, which was also the only gold medal for liquor products as well, continuing Wuliangye's century-long glories. Meanwhile, "Wuliangye Liquor" boasts a series of honors: title of "National Famous Drinks" for four consecutive terms, four gold medals for national excellent products, and the first batch of Top10 Well-Known Trademark in 1991. In the past several years, as the pacesetter in the market, "Wuliangye" brand has successively topped the list of "most valuable brands" of liquor manufacturing and food industries. Its brand value was evaluated at RMB 45.086 billion Yuan in 2008. Wuliangye Group was granted its second National Quality Management Award in 2003, and it is also the only enterprise in this industry to have gained this award for a second time.

4. ShanXi XingHua Cun Fen Chiew (Group) Co., Ltd.

 Shanxi Xinghua Cun Fen Chiew (Group) Co., Ltd. is a new state-owned group company, mainly engaged in the production and operation of famous Chinese baijiu (liquor) --Fenjiu and Zhu Ye Qing jiu, etc. As one of the largest baijiu production bases in China, Singhua Cun Fenjiu Group generates an annual output of 50,000 tons.

The group has 22 subsidiaries and branches with 8000 staff. It covers a floor area of 2.3 million m² and a building area of 760,000 m². As the core enterprise and the largest wholly-owned subsidiary of the Group, Fenjiu Plant Joint Stock Co., Ltd. became the first company in China's baijiu industry and in Shanxi province to be listed in Shanghai Stock Exchange in 1993.

The Group owns two well-known trademarks Xinghua Cun and Zhu Ye Qing. In 2006, the Top 500 Most Valuable Brands released the brand value of Xinghua Cun reached 4.776 billion yuan. Its dominant serial products include Fenjiu, Zhu Ye Qing jiu, Rose Fenjiu, White jade fenjiu, wine and beer. As a typical brand in odor Baijiu, Fenjiu is famous for softness, sweet, lingering fragrance and aftertaste. It enjoys high reputation and loyalty at home and abroad. The leading varieties include National Fenjiu, Blue and white porcelain Fenjiu, Chinese Fenjiu, Laobai Fenjiu and so on. Zhu Ye Qing jiu is the only Chinese health care liquor recognized by the Ministry of Health.

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