Cultural research of Moutai, what culture does Moutai have?

Moutai is a liquor produced in Moutai Town, Kweichow, China, and is one of the most famous liquors in China. The history of Moutai can be traced back to the Qing Dynasty and has evolved through many dynasties to become an integral part of Chinese culture.

Moutai is not only a drink, but also a symbol of traditional Chinese culture and history. Moutai has been listed as a state banquet wine many times and is part of China's national etiquette. The production process of Moutai is also listed as a national intangible cultural heritage.

Moutai's culture is also reflected in its close connection with social, business, etiquette and other aspects. Moutai is often used on important business occasions and banquets, and is often given as a gift to relatives, friends, leaders and business partners. In addition, Moutai also has a close connection with some traditional festivals and celebrations, such as the Spring Festival, Mid-Autumn Festival, weddings, etc.

In short, Moutai is not only a liquor, but also a part of traditional Chinese culture, reflecting the living habits, social etiquette and cultural heritage of the Chinese people.

The content of Moutai's "five-dimensional" aesthetics includes: the aesthetic expression of "space", the aesthetic expression of "time", the aesthetic expression of "people", the aesthetic expression of "science", and the aesthetic expression of "culture".

1. "Space" refers to the aesthetic expression of objects.

Behind the Moutai brand is the "nourishment" of space. The production and brewing of Moutai is inseparable from the square kilometer of the geographical early liquid mark protection area, and within this special spatial range, it has created beautiful green mountains, winding red water and purple red soil, and achieved a unique and irreproducible natural ecological environment.

2. The aesthetic expression of "time".

Behind the Moutai brand is the "precipitation" of time. The production and brewing of Moutai follows the laws of natural seasons, and the shaping and growth of the brand also takes years. For Moutai, the production of sorghum, wheat and other brewing raw materials is mature, which requires "natural" baptism, nine times of cooking, eight times of fermentation, seven times of wine pouring, five major construction methods, 30 processes, and 165 process links, which require "time" quenching.

3. The aesthetic expression of "characters".

Behind the Moutai brand is the "inheritance" of the craftsman. In the history of the development of the Moutai brand, generations of Moutai brewing masters and "Moutai craftsmen" who strive for excellence in product quality and pursue the ultimate, as well as many Moutai inheritors who have always been in the same boat with Moutai through thick and thin, sharing weal and woe, and forming a "community of destiny, common emotion, and community of life".

4. The aesthetic expression of "science".

Behind the Moutai brand is the scientific "password". Moutai insists on analyzing the senses, feelings and perceptions of beauty from a scientific point of view, analyzing the ecological code, process code, time code and microbial code contained in Moutai, discovering the beauty of Moutai with science and explaining the beauty of Moutai with science.

5. The aesthetic expression of "culture".

Behind the Moutai brand is the "nourishment" of culture. Entering the new era, Moutai has strengthened its cultural self-confidence, inherited cultural genes, and continued its cultural roots, and built a Moutai cultural system with nine series of "people, culture, materials, art, etiquette, festivals, harmony, history, and instruments" as the core.