In China, people always associate the alcoholic drinks with some negative events and words such as "excessive drinking" and "harmful to the health" when mentioning it. The rise in prices of Moutai and Wuliangye every time, as well as the incidents of adulterated liquor, will stir up public resistance and resentment.
Compared with foreign liquor which makes people feel elegant, successful and gentle, Chinese liquor is just like a clown.
For instance, the most elegant and standard way of drinking cognac is straight up: pour some cognac in a cup special for it and put a glass of ice water aside. Hold the cup to warm the liquid and make it give off unique fragrance. Take a sip of cognac and then take a drink of ice water.
To Martell XO300, the "Evian" mineral water is generally considered the most suitable to dilute it. To Martell L' OR, straight up is the best way of drinking and a first-class cigar is its foil.
Even the vodka is also fastidious on the side dishes, with pickled Russia-style sour cucumbers and black bread being the best.
In 2011, calculating according to 65 degrees of liquor, the total output of alcoholic drinks above national level broke through 10 million kiloliters, reaching almost 10.3 million kiloliters, a year-on-year growth of nearly 31 percent.
Even so, it is hard for people to find a culture to define the Chinese liquor.
Without ancient intellectuals' drinking games and discussions about national affairs during drinking, how the liquor culture can attach to the modern way of life to possess a unique China-style culture, which is really an unavoidable problem.
"For example, the innovation in the customs of liquor and the refining in liquor ceremony may form a cultural aspiration that is distinctive and close to the emotional needs of the public, which is a recurrence of the spiritual attribute of liquor consumption," said Wang Yancai, president of the China Alcoholic Drinks Association.
Read the Chinese version: 谁来定义白酒文化的名片？
Source:People's Daily Overseas Edition , author: Yin Xiaoyu.