At the “Heritage for the People, Shared by the People” event — part of the 2025 Cultural and Natural Heritage Day celebrations organized by the Xishui County Bureau of Culture and Tourism and hosted by the Xishui County Cultural Center — Guizhou Dongniang Dongcang Liquor Co., Ltd. marked a historic milestone. The company’s generationally inherited and uniquely distinctive “22987” Cave-Fermented Maotai-Aroma Baijiu craft has been officially included in the fifth batch of Guizhou Provincial Intangible Cultural Heritage Representative Items. On behalf of the company, General Manager Mr. Charles took the stage to proudly receive this prestigious provincial heritage certification.

[Introduction]

Honor Bestowed, Responsibility Undertaken

Heritage is the Beginning of Legacy

In an interview following the ceremony, Mr. Charles noted: “This is not only the highest recognition for Guizhou Dongniang Dongcang Liquor’s decades-long commitment to authentic, time-honored craftsmanship — it is also the passing of a profound cultural responsibility onto our shoulders.” He announced that this certification would serve as a new starting point for the company. Over the next three years, the brand will deeply reshape its DNA, integrating intangible cultural heritage into the core of its corporate strategy. A clear roadmap has been set to transform this priceless heritage into “living competitiveness.”

Preserving the Roots, Passing the Craft Forward

A Heritage Inheritance Base will be established to systematically conduct skills training, ensuring that the “22987” core brewing process is faithfully and accurately transmitted to the next generation of master distillers.

Innovation with Integrity, Technology as an Enabler

While safeguarding the essence of tradition, the company will actively explore the fusion of heritage craftsmanship with modern technology — enhancing product excellence and distinctive value, ensuring the sustainable development of intangible cultural heritage.

Telling New Stories with Old Skills

Breathing Youth into Heritage

Recognizing that younger consumers are becoming the main driving force in the market, Mr. Charles emphasized: “We need to tell the moving ‘new stories’ of these historically rich ‘old skills’ in ways that resonate with young people.”

To achieve this, the company will embrace youth-oriented communication channels:

1. Leverage youthful channels such as social media and short-video platforms to present the charm of intangible cultural heritage (ICH) brewing techniques and the profound heritage of Maotai-aroma baijiu culture in a vivid, lively, and engaging manner.

2. Carefully plan and launch a series of themed events—such as ICH cultural experience tours and baijiu tasting sessions—inviting young people to visit in person and immerse themselves in the wonder and craftsmanship of the “22987” process.

“Our goal is to become a bridge connecting tradition and modernity, culture and everyday life,” said General Manager Charles. “We aim to breathe new vitality into ICH craftsmanship among the younger generation.”

Provincial Heritage Certification:

Raising Industry Standards

Leading Modern Applicatio

General Manager Mr. Charles emphasized that the “Provincial Intangible Cultural Heritage” plaque carries a value far greater than any commercial award. It is not only an authoritative recognition of Guizhou Dongniang Dongcang Liquor’s craftsmanship, but also a significant milestone in elevating technical standards across the entire Maotai-aroma baijiu industry.

He believes this heritage certification will serve as a strong driver for the sector to:

1. Establish a more comprehensive and scientifically grounded system of modern application standards for heritage techniques.

2. Enable the innovative evolution of traditional brewing methods while maintaining their authenticity.

Guizhou Dongniang Dongcang Liquor

Is Committed To Taking An Active Leadership Role By:

1. Participating deeply in the formulation and promotion of relevant industry standards.

2. Working hand-in-hand with peers to explore optimal pathways for integrating heritage techniques with modern technology.

3. Strengthening collaborations with universities and research institutes to bring in top-tier talent and advanced technologies, providing solid support for the modernization of heritage craftsmanship.

Bringing Heritage into Modern Life:

Revitalizing Tradition with Youthful Energy

We Are On The Way

In alignment with this year’s Cultural and Natural Heritage Day theme — “Integrating Heritage into Modern Life: Heritage in Its Prime” — Guizhou Dongniang Dongcang Liquor will use the provincial heritage certification as a powerful motivator to steadfastly promote the protection, inheritance, and innovation of intangible cultural heritage. The company’s ancient cave-fermentation and cave-aging techniques will shine even more brilliantly in the new era.

With its original mission unchanged and craftsmanship spirit enduring, the company will continue to uphold the philosophy of “brewing baijiu with the dedication of pharmaceutical craftsmanship.” This means delivering exceptional-quality Maotai-aroma baijiu to consumers, while also contributing its heritage strength to the cultural prosperity of Xishui County and the high-quality development of the entire Maotai-aroma industry.

We warmly invite you to witness

the passing of the torch and the rebirth of this heritage craft!