UC Berkeley Tourism Studies Working Group - news_detail  

2022-2023 Colloquium Series


The Tourism Studies Working Group is pleased to present

The Liquor Cultural Heritage, Brand Formation
and Its Challenges of Maotai Town, China

Prof. Jingming He
School of International Tourism & Culture, Guizhou Normal University; Vice President of Guizhou Wine Culture Research Association, China

Ms. Yingrun Li
Lecturer, ShenQi Ethnic Medicine College of Guizhou Medical University, China

Friday, October 21, 6PM-7PM PST

Hosted on Zoom [join here]
*no password needed


Abstract
China is one of the earliest liquor making countries in the world, especially the spirits are abundant and unique. The uniqueness of Chinese liquor has been recognized by the international brewing industry, and the Chinese liquor has been officially named "Chinese Baijiu", replacing the past "Chinese Spirit". As the first liquor brand in China, Kweichow Moutai is received great public attention. At the same time, Maotai Town and Chishui Valley where Kweichow Moutai is produced, also arouse public interest. The speakers will introduce its heritage include brewing technology, the factors of its brand formation and the challenges.

The main content is as follows:

1. The main factors of the liquor making history and the process of the brand formation in Chishui Valley;
2. The brewing process of sauce-flavored liquor represented by Kweichow Moutai, which is the basis for creating its high-quality liquor body;
3. The challenges of small and medium-sized enterprises and their initiatives in Maotai Town.

Speakers
Jingming He is the professor of School of International Tourism & Culture, Guizhou Normal University and Vice President of Guizhou Wine Culture Research Association,China. She is highly cited author of Chinese tourism papers. Her research interests are wine heritage and wine tourism, rural tourism and tourism poverty alleviation. Jingming holds a Ph.D. in Geography from Chinese Academy of Sciences, and she is the visiting scholar of Northern Arizona University. She was the visiting scholar of UC-Berkeley.

Yingrun Li is the lecturer of ShenQi Ethnic Medicine College of Guizhou Medical University, China.

 
©2021 Tourism Studies Working Group is an advanced tourism studies and research forum