A “qu” can be the soul of music; it can be the essence of liquor; it can also be a dialogue transcending time and space. From a musical perspective, qu is art; from a brewing perspective, qu is technique; for Guizhou Anjiu, qu is heritage and mission.

On June 22, the third Guizhou Anjiu Listening to the Qu Festival was held in Xishui, bringing together representatives from the government, industry, distributors, and media to listen to and discuss the heritage, development, and contemporary significance of Guizhou Anjiu.

Since Guizhou Anjiu officially launched the “Listening to the Qu Festival” in 2022, this IP has withstood over a thousand days and nights, with the brand image becoming increasingly popular, while the event elicits an increasingly robust response.

It is widely known that making qu during China’s Dragon Boat Festival is just one traditional process in brewing Moutai-flavor Baijiu. However, Guizhou Anjiu has elevated it to a crucial part of its brand culture and continuously developed it into a unique brand IP, a pioneering move in the industry.

Xuecai ZHOU, vice president of Luen Mei Group and president of Guizhou Anjiu Group, stressed that Guizhou Anjiu will continue to play the “Heritage Melody” of Anjiu quality, the “March of Development,” and the “Artistic Melody” of its cultural brand.

This year, the Guizhou Provincial Party Committee and Provincial Government have urged efforts to promote integrated development of cultural tourism, sports tourism, bridge tourism, business tourism, and Baijiu-driven tourism, delve into the shift from “selling Baijiu” to “selling a lifestyle” and develop distinctive cultural and entertainment activities and sports events that suit local conditions and are well-received by the public, to better meet the diverse needs of tourists.

As a renowned Guizhou Baijiu, Guizhou Anjiu has unique insights into promoting the high-quality development of the province’s Baijiu industry.

This year’s Listening to the Qu Festival has built upon previous editions by adding performances of the intangible cultural heritage “Eight-Tone Sitting & Singing”, Miao dance performances, qu-stepping dance performances, and interactive activities such as DIY herbal sachet making and DIY intangible cultural heritage lacquer fan making. These additions greatly broaden the IP boundaries of the festival, vividly integrating the concepts of Baijiu-driven tourism into the lifestyle of the attendees.

The festival is not only a reflection of Guizhou Anjiu’s historical heritage but also a testament to its brand innovation. Moreover, it is a significant avenue and powerful measure for Guizhou Anjiu to implement the requirements of the Guizhou Provincial Party Committee and Provincial Government.