Recently, the launch ceremony of the promotional activity for the CCTV documentary “Chinese Brand Story” titled “Brand Story of Intangible Cultural Heritage Yellow Rice Wine” was held in Jiahe Daogang Wine Factory of Chenzhou City.

This marks that this wine, which carries the wisdom of Hunan folk brewing for a hundred years, will be promoted through this national media platform.

“Chinese Brand Story” is a brand culture documentary program. Each episode delves into a company to record its brand development process, showcasing innovative practices through product research and development, production, and other links.

The program is broadcast on CCTV's Military Agriculture Channel, CCTV Microfilm Channel, and new media platforms, combining fragmented communication to convey brand voice, and linking with “Chinese Brand Day” to strengthen communication effects.

The program crew turned the camera lens towards Jiahe this time, which is not only a favor for Jiahe's profound historical and cultural heritage, but also a recognition of Jiahe's achievements in developing characteristic industries.

Throughout the years, the local government of Jiahe County has always attached great importance to the protection, inheritance, and innovative development of intangible cultural heritage, and has regarded the development of characteristic industries, including the yellow rice wine industry, as an important lever to promote high-quality economic development in the county.

It has adhered to the dual wheel drive of “cultural creation and sci-tech innovation”, promote the deep integration of intangible cultural heritage and cultural tourism, and create a cultural and tourism brand of “soaking in hot springs, enjoying folk songs, and tasting fine wine”.

It has been committed to creating a better development environment for excellent enterprises like Jiahe Daogang Wine Factory, supporting them to expand and strengthen their brands, and allowing intangible cultural heritage to shine with more charming brilliance in the new era.

"Being selected for ‘Chinese Brand Story’ is a great encouragement and a heavy responsibility for us," said Cao Maosheng, a representative inheritor of Jiahe Daogang Wine, at the opening ceremony.

This documentary is not only a “highlight moment” for Jiahe Daogang Wine, but also a good opportunity to showcase Hunan's intangible cultural heritage to the whole country.

They will continue to protect their craftsmanship, enhance the brand through quality, and make more people fall in love with this wine from Jiahe county.

Chinese source: hunantoday