BeijingJune 25, 2026 /PRNewswire/ — On June 20, the Winery Culture (Left Bank of the Chishui River) Conference was held at Langjiu Manor in Sichuan. Representatives from 28 world-class wineries across 11 countries and regions gathered to discuss how to achieve development-oriented innovation through heritage, in order to navigate market cycle fluctuations.
Photo shows Wang Bowei delivering a speech
Currently, heritage and innovation are core issues facing global wine brands. Estate operators and experts in attendance unanimously agreed that quality-driven growth has become a shared consensus among wineries in China and abroad.
At the conference, Wang Bowei, General Manager of Sichuan Langjiu Co., Ltd., stated that the original intention behind building Langjiu Manor was “to take quality as a faith and find a vehicle for Chinese baijiu to engage in dialogue with the world,” enabling the top-tier quality and unique terroir of Chinese baijiu to have a tangible, perceptible, and accessible expression. This allows every consumer to deeply appreciate the essence of Langjiu’s “Three Qualities: quality, brand, and taste.”
He explained that, building on the traditional “12987” process for sauce-flavored baijiu, Langjiu has developed a brewing and storage principle: “born on the Chishui River, grown on Tianbao Peak, nurtured in ceramic jar warehouses, and aged in Tianbao Cave.” Currently, the storage volume of high-quality sauce-flavored baijiu has reached 300,000 tons.
Wang Bowei noted that Langjiu’s annual sales volume does not exceed one-tenth of its storage volume. “Baijiu is an industry about the value of time. Only quality can serve as the foundation for a world-class winery,” he said.
Camille Tengyi, a board member of the French Camus Group, reviewed the 163-year heritage journey of Camus Winery since its founding in 1863. He believes that independent operation is the organizational guarantee for the intergenerational transmission of quality.
Laurence Regenmüller, CEO of Schloss Johannisberg in Germany, introduced that the winery’s origins can be traced back to the Middle Ages. It boasts a historic arched cellar spanning over 10,000 square meters and a “reserve cellar” with more than 6,000 bottles, the earliest dating back to 1861. These bottles are inspected, tasted, recorded, and, if necessary, recorked approximately every twenty years. “They are not just wine; they are witnesses to history, preserving the taste of an entire era,” he said.
All these efforts prioritizing quality not only reflect the determination of Chinese and foreign wineries to uphold quality heritage but also underscore their commitment to addressing the global decline in alcohol demand and shifts in consumer preferences through quality innovation.
Wang Bowei stated that Langjiu Manor is innovating through experience reconstruction and cross-border integration, opening the entire value chain—from “grain, koji, brewing, storage, to blending”—to consumers. Since its opening in 2020, it has hosted millions of visitors.
Buildings within Langjiu Manor, such as Jinzun Fort, Tianbao Cave Hotel, Dizhi Pavilion, Jingtian Terrace, and Cloud Art Center, embody unique expressions of taste and quality language. “Brewing poetry and beauty into the wine, brewing joy and art into the wine,” Langjiu responds to the declining interest of younger consumers in pure drinking scenarios through cultural experience settings.