2024nian12yue22ri，chayujiuwenhuachanyeronghechuangxinfazhanxingdongji2024guojingguangxituijiehuizainanninglongzhongjuxing，zhongguogongchengyuanyuanshiliuzhonghua，zhongguowenhuayishufazhancujinhuishuji、fuzhuxicenglaide，baiseshiweifushujiqiudebin，zhongguowenhuayishucujinhuilishizhang、guojingjiuyedongshizhangchenyaozong，pingguoshiweifushuji、shirenminzhengfushizhangguojia，lingyunxianweichangwei、xianrenminzhengfuchangwufuxianzhangshiyongcun，zhongguojiuyexiehuimishuzhangheyong，zhongguojiuleiliutongxiehuifuhuizhangjianmishuzhangxingchunlei，zhongguoshipinfajiaogongyeyanjiuyuanshouxizhuanjiawangdeliang，zhongguancunlongmentouziyouxiangongsidongshizhangxujinghong，changjingshiyanshichuangshiren、changjingfangfaluntichuzhewusheng，tianchangtouzizongcaichenyaolin，zhenghedaochuangshihehuoren、fudongshizhanghuanglilu，zhongguowenhuayishufazhancujinhuifuzhuxizhouxinhaidenglingdaocanjiabencituijiehui。

huodongdangtian，nanningguojingtiyanzhongxinguojinghuitongbujiepaikaiye，qizhizaijichawenhua，jiuwenhua，chuantongwenhuasanweiyitidebiaoda，zhongxingoujianyigeshejiaochangjing，tixianchuguojingjiuyefuxing“zhongguofengyawenhuashenghuo”，changdaoxinyinjiuwenhuadejuexinyuzhihui。

zhongguojiuxingyedechuangxinpinlei，shiyanxuxinpingzhuangjiujiudelaogushi，haishizhunquebawoxiaofeixuqiu，chengweishixiankuaisutupodexingyeheima？guojingxuanzelehouzhe。

01

产品+文化，探索茶酒融合新路径

suizhexiaofeishengjihexinshengdaijueqi，wanyiguimodezhongguojiuyinshichangzhengzaijinxingjiegouxinggaibian。

hunanshifandaxuedangweifushuji、xiaozhang、zhongguogongchengyuanyuanshiliuzhonghuatichu，chayujiuderonghebujinjinshichanpinxingtaidechuangxin，gengshiyichangchanyemoshideshenkebiange。zheiyiqushibujinfengfuleshichanggongji，gengtuidonglechajiuchanyedezhuanxingshengji，weixingyezhurulexindehuoli。bingzhichu：chabenjiuyeshichuantongwenhuayuchuangxindezhongyaotansuo，tajilewomenzaipinleizhongganshouchuantongwenhuademeili，youzaichuangxinzhongfuyuchuantongwenhuaxindehuoli，zheizhongrongheyouzhuyutishengzhonghuaminzuwenhuazixinxinhezihaogan，congertuidongzhonghuawenhuazouxiangshijiewutai。

duiyuchabenjiuzheitiaojiuyexinsaidaolaishuo，shushidugao、gexinghuafengwei、kouganrouhetiyanyujiankangshuxingwuyishi“haojiu”yingdeshichangxiaofeizheqinglaideguanjianbiaoqian，yongyoudutefengweiyuzhuoyuepinzhishiquebaochanpinyouxiaochudabingxiyinxiaofeizhedehexincelve。

zhongguowenhuayishufazhancujinhuishuji、fuzhuxicenglaideqiangdiao，yaoshenruwajuechayujiubeihoudewenhuaneihan，genghaodicujinchayujiuderongheyuchuangxin，chanshengchugengduojuyoushidaitesedewenhuayuansuhebiaoxianxingshi，rangchayujiuchengweizhanshizhongguowenhuaruanshilidezhongyaochuangkou。

zhongguowenhuayishufazhancujinhuilishizhang、guojingjiuyedongshizhangchenyaozongyebiaoshi，shenruwajuechayujiubeihoudewenhuaneihan，jiangchuantongwenhuayuansuyuxiandaiguochaoshejilinianxiangjiehe，shidazaojuyouxianmingzhongguotesedechajiuronghechanpindeguanjian。

zhangjiuyilai，chayujiuzaizhongguowenhuazhonggezichengzaizhedutedexiangzhengyiyi：chaxiangzhengzheqingyayudanbo，erjiuzedaibiaozhehaofangyubuji。zheizhonggenshendigudechuantongguannian，shidexiaofeizhezaimianduichajiuronghechanpinshi，rongyixianruyuanyouderenzhikuangjia。

erguojingchabenjiu，zhengbuduanshengengyanfashixianchanpinpinzhideshengjiyupinleidetupo，zhilidazaochengxinyidaizhongguojiu。

02

跳出1+1=2，茶本酒不是两个品类简单相加

zaozaijiubainianqian，sudongpojiutichule“chajiucaimingniangzhi，ziranfajiaozhengliu，qijiangwuse，chaxiangsiyi”。

erguojingchabenjiulijingshinianyanfa、shubaicideshiyan，zhongyuyuanlesudongpoyichaniangjiudechuangxiang，bingqieconggongyishang，tupolechayujiudepinleibilei。

2024nian12yue22ri，youzhongguoqinggongyelianhehuizuzhibingzhuchideguojingchabenjiu《jiyufenziganzhikexuedechabenjiufenggebiaozhengtixigoujianjipinzhitishengguanjianjishudejichengyingyong》xiangmukejichengguodadaoguojilingxianshuiping，bingtongguozhuanjiazudejianding。

zhuanjiazuweiyuanhuirending，guojingchabenjiuqingliangtouming，qingxinziran，chaxiangnongyu，chenghuaxiang、guoxiang、mixiang、muzhixiangjiaorongdefuyuxiang，jiutirouhe，xiediaojingshuang，yuweiyouzhang，kongbeiliuxiangchijiu，chabenxiangjiutifenggedute。

juzhongguoshipinfajiaogongyeyanjiuyuanshouxizhuanjiawangdeliangjieshao，guojingchabenjiudeyanfa，zhuyaoyousandiantupo：

yishijianlilejiyuduiguojingchabenjiufengweideyanjiu，faxianqitiexileiwuzhihanliangshiyibanbaijiude20bei，zhengshijiutigengjiankang，tongshihaihuizhileguoneishougechabenjiufengweitupu，wanchengchabenjiudefengweibiaoda；

ershixitongshulileniangzaoyouzhiguojingchabenjiudegongyiyutixi，xuandinglingyunbaihaochaweiyuanliao，liyonglingyuncenwanglaoshandetianranhuoquanzuoweiniangzaoyongshui，lijingwunianpeiyuchuzhuanyongjunzhong，bingyinruzhinenghuazitonggongyishengchanxian，caiyongdiwenfajiaojishu，xingchengdutede“qiqi”“babi”niangzaofangfa，tongshikaifakasitedimaoderulaidongchuzangyuanjiu；

sanshiyuzhongguokexueyuanhezuo，xitongdipouxilejiyuxiaofeizheduandetiyan，zhongguokexueyuanchengdoushengwuyanjiuyuan2022nianfabude《chajiutineidaixieguochengjijiliyanjiuzongjiebaogao》zhongzhichu，xiangduichuantongzhengliujiu，guojingchabenjiujubei“yikuaisandi”dedutexing。

guojingchabenjiudehexintesezaiyuqi“zhuanlijunzhong，diwenfajiao，zitongzhengliu”dedutegongyi。zheiyilijingshinianyanfadechengguo，shiguojingjiuyeyizhangqizhuyishengengjiuxingyedeyigesuoying，yebiaozhizhezhongguojiuyezhongyigexinpinleidedansheng。

erguojingchabenjiuxianggaibiande，buzhiruci。

03

复兴中国风雅文化生活，国晶掀起新饮酒文化运动

zaiyinjiuchangjingdesuzaoshang，guojingjiuyezhanxianlechaoyuechuantongpinleiyuchanpindechuangxinsiwei。

juxi，zuowei“xinyidaizhongguojiu”dedaibiao，guojingjianfuzhe“fuxingzhongguofengyawenhuashenghuo”deshiming，bingjijichangdao“xinyinjiuwenhua”。

gurenyinjiushi“huixuyiyinsanbaibei”he“jiufengzhijiqianbeishao”dehaomaiyusatuo。xianzaidejiuchangwenhua，yishejiaozhiminghuxiangshanghai，kansizhenqingliulushizeshiwunaizhiju。shangyeyuechenggong，shejiaoyuepinfan，shentiyuebukanzhongfu。yikuangengjiankangdezhongguocanjiushishidaidexuqiu。

chabenjiudewenshi，bujinshiyigexinchanpindetuichu，gengshiyiciduiyinjiutiyandegexin，zhizaiconggenbenshanggaibianrenmenduiyinjiuderenzhi。

guojingjiuyebingchizhezhangqizhuyidejingshen，shenduzhenghechanyeziyuan，bujinjinchuangzaochuleyikuanchuangxinchanpin，haitongguoxinjianshedetiyanzhongxin“guojinghui”，rangdajiakeyicongshentishang、xinlishangqieshiganshoudao“wufudanshejiao”zheiyijiuchangxinwenhua。