Fenjiu Cultural Tourism Area

The Xinghua Village, known as the Capital of China Liquor, located 15 kilometers from Fenyang City in Shanxi and 90 kilometers from the capital city, Taiyuan, neighbors the ancient city of Pingyao to the east and connects with the Mianshan Mountains in Jiexiu to the south. For centuries, Xinghua Village has been renowned both domestically and internationally for its production of Fenjiu and Zhuyeqing liquor. Fenjiu is a representative of fen-flavor liquor with a fresh and delicate fragrance, a smooth and sweet taste on entry with an enduring aftertaste. Xinghua Village, the birthplace of China liquor, boasts unique natural conditions and a profound cultural heritage. In 2004, it was recognized as one of the first national industrial tourism demonstration sites, designated as a national cultural relic protection unit, and established as a national base for liquor culture academic research. The traditional brewing techniques of Fenjiu were successfully included in the first batch of national intangible cultural heritage list in 2006, and in 2011, it was rated as a national AAAA-level scenic area.

The Fenjiu Museum was opened in October 1993, covering an area of 10,000 square meters with an exhibition area of over 4,000 square meters. The architectural style mimics the wooden frame structure of the Ming and Qing dynasties, with a total investment of 45 million yuan. The museum showcases over 4,000 years of Fenjiu brewing history, the historical development of Fenjiu, and the continuous inheritance of Fenjiu culture with Shanxi merchant culture and Yellow River culture. With the aim of inheriting this national treasure, the museum presents the "thousand-year history, achievements, culture, and contributions of Fenjiu" through physical objects, models, calligraphy, paintings, electronic animations, and more. The museum, following the history of Fenjiu's development, is divided into nine exhibition halls, showcasing the four glorious periods of Fenjiu in Chinese history, the development history of Fenjiu factories, praise poems left by literati and artists who visited Xinghua Village, and a full display of the traditional brewing process of Fenjiu. Visitors can also taste handcrafted puree liaquor and four types of liquor produced by the Fenjiu Group - Fenjiu, Zhuyeqing, Baiyu Fenjiu, and Rose Fenjiu.

The museum's collection mainly consists of historical materials, physical objects, books, and various liquor utensils from the Xia and Shang Dynasties to the Republic of China period, totaling over 1,000 pieces. It includes 46 calligraphy and painting works by modern literati such as Qigong, Huang Zhou, and Fan Zeng, praising Fenjiu, and the Calligraphy and Painting Institute houses over 3,000 calligraphy and painting works. The nine exhibition areas are both independent and complementary, condensing the brilliant historical footprint of Fenjiu culture, serving as the most authoritative interpretation and evidence of China's first cultural liquor, and showcasing a high-quality, high-positioned, and high-level historical corridor of Fenjiu culture. It marks a new starting point for expanding and strengthening the enterprise's tourism cultural industry.

The Fenjiu Workshop in Xinghua Village is located at the western end of Lujia Street in Dongpu Village, Xinghuacun Town, Fenyang City. The existing ancient well dates back to the Yuan Dynasty, and the architecture is a relic from the Qing Dynasty. The workshop originally consisted of two groups of courtyards facing south and north, covering a total area of approximately 11,200 square meters. The southern courtyard group is collectively known as the Xinghua Famous Scenic Garden, with a length of 100 meters east to west and a width of 40 meters north to south, occupying an area of 4,000 square meters. The northern courtyard group consists of five parallel courtyards, with a length of 120 meters east to west and a width of 60 meters north to south, covering an area of 7,200 square meters. From east to west, they are named the Xinghua Village courtyard, the Jinyu Company Liquor Factory courtyard, the Diligence and Frugality courtyard, the Workshop courtyard, and the Baoquan courtyard. Currently, only the Workshop and Baoquan courtyards remain preserved, while the other courtyards' buildings have been destroyed, leaving only the courtyard walls and gates. The layout of the Workshop courtyard is intact, preserving six buildings from the late Qing period, including a back hall, main hall, and east-west wing rooms in the upper and lower courtyards. The Baoquan courtyard only retains a single ancient well pavilion, housing an ancient well. The Fenjiu workshop in Xinghua Village was believed as the site of the Ganlu Tang Liquor Store of the Northern Song Dynasty. According to the Fenyang County Annals, in the first year of the Guangxu reign of the Qing Dynasty (1875), a local squire named Wang in Fenyang County invested the Baoquan Yi liquor workshop on the site of Ganlu Tang. In 1915, it was renamed Yiquan Yong, and in 1919, Jinyu Fenjiu Co., Ltd. was established. In May 2006, it was listed by the State Council as a key national cultural relic protection unit.

Vintage Production Line

In 2006, the Fenjiu brewing technique was included in the first batch of the national intangible cultural heritage list. To effectively protect and inherit the traditional brewing techniques of Fenjiu, which have been passed down orally and through apprenticeships for thousands of years, with a strong tradition of intergenerational transmission, A replica of a Fenjiu old workshop from the Ming and Qing dynasties in the eastern courtyard of the new museum was established. All production processes and tools have been restored to manual operations. Visitors can experience the entire traditional Fenjiu production process and taste freshly brewed handmade original puree Fenjiu.

Aged Liquor Cellar

The quality and style of distilled liquor are closely related to the storage conditions. Factors such as storage containers, storage time, temperature, climate, etc., can all affect the quality of the liquor. Freshly distilled liquor has a rough and pungent taste, but after being stored in ceramic jars, it becomes aromatic, elegant, and mellow. This process can also minimize harmful substances and is called the aging process of the liquor. Fenjiu Group has a total of 11 liquor cellars, with large ceramic jars made from Yixing, Jiangsu Province, capable of storing about 40,000 tons of liquor. In 2004, 50-year-aged Fenjiu was collected by the National Museum, becoming the only liquor in the Chinese Baijiu industry collected by the state.　

Factory Landscape

The Fenjiu Industrial Park covers an area of 200,000 square meters and is planted with more than 40 varieties of flowers and trees. The total green area of the company's greening reaches 550,000 square meters. The industrial park is designed and built based on ecological principles, featuring fountains, pavilions, bridges, and dozens of sets of liquor culture sculptures. The water in the Zuixian Lake is treated waste water and some recycled water, which can be used for fish farming and raising geese and ducks. The water used for fish farming is then used to irrigate flowers and plants, which integrates environmental culture and corporate culture. It not only improves resource utilization but also promotes harmony between humans and nature, providing visitors with a leisurely destination.　

China Fenjiu City

China Fenjiu City, an economic zone focused on the protection and development of the liquor industry, aims to strengthen and expand the Fenjiu brand and revitalize the Fenjiu industry. It is a key project for the transformation and development of Shanxi Province with total investment of 13.9 billion yuan and production capacity of 100,000 tons of liquor. Its functions include liquor production, storage, marketing, cultural communication, liquor tourism, feed processing, pig farming, meat processing, and the sorghum-based liquor brewing bases. 

The exterior walls of China Fenjiu City are magnificent towering as high as three to four stories, while inside the walls are used as liquor storage. Above the city walls is a circular tourist path that can accommodate two tour vehicles side by side. The architectural style of all buildings is a blend of modern interiors and ancient exteriors, mainly emulating architectural styles from the Song, Yuan, Ming, and Qing dynasties, showcasing the profound historical significance of Fenjiu and the rich cultural heritage of Fenyang City.

The panoramic view of China Fenjiu City stretches for seven kilometers, covering an area of approximately 15 square kilometers. It is divided into two major blocks: inside and outside the city, with six major construction areas. The inner city consists of five parts: a complete production line including Baijiu’s barn, starter-making, brewing, storage, blending, and packaging; marketing venues such as the World Liquor Expo Center and the trading center; a through-shelf warehouse capable of storing 50,000 tons of finished liquor; power plants and sewage treatment plants; and a three-layered city wall-style liquor storage cave capable of storing 150,000 tons of raw liquor. Outside the city, there are five related sectors: a 60,000-ton health liquor project; a millennium-old liquor workshop tourist area; headquarters for liquor distributors and Fenjiu Culture Street; by-products recycling, including a 100,000-mu high-quality sorghum base, liquor lees feed, biogas power generation, and other projects; and liquor-related industries, including ceramic bottles, glass bottles, color printing, packaging, and railway station logistics projects.