三十年一瓶特香：白酒的周期，时间的答案

7月25日，南昌。

“让世界品味江西——四特十五年30周年荣光盛典”举行。活动特邀《中国国家地理》资深编辑、《中国国家地理·美食地理》总经理刘乾坤领衔的专家团队，与四特酒技术团队、核心经销商代表展开跨界对话，约150位行业人士、合作伙伴与媒体同仁到场。

三十年前，它只是一瓶酒；三十年后，它成了一种符号。

在中国白酒行业，能连续畅销三十年的高端大单品屈指可数。茅台飞天是一个，五粮液普五是另一个，而在区域白酒阵营里，四特十五年是为数不多的一个。

四特十五年成就时代经典

什么是经典？

在汽车界，保时捷911问世逾半个世纪，历经八代更迭，车身轮廓却始终保持着1963年首创的“青蛙眼”与溜背线条。每一次换代都在变，但每一次换代又让人一眼认出——这是911。在钟表界，劳力士迪通拿从1963年诞生至今，机芯换了、表盘改了、材质升级了，但计时码表的灵魂从未改变。

经典从来不是一成不变，而是在变化中守住内核。四特十五年走的正是同一条路。

1997年上市，此后的三十年里，它完成了五次迭代。从“十五年陈藏”到“十五年经典”，从“十五年陈酿”到第五代，再到今年盛典上发布的30载荣光纪念版——每一次升级都不是简单的包装翻新。

|四特十五年30载荣光纪念版发布

据了解，第五代四特十五年甄选15年优级基酒为骨架，辅以20年以上调味老酒进行组合调味。瓶体沿用景德镇陶瓷名家设计的玉兰花造型，名瓷与美酒浑然一体。变的是酒体的醇厚度与陈香层次，不变的是那一口特香风骨。

酒业时报认为，这正是四特十五年最容易被低估的商业智慧：在一个追求爆款速成的行业里，它用三十年时间做了一件事——让经典保持“动态”。不守旧，不冒进，在每一次行业周期转换时精准调整，始终与消费者站在一起。

|四特酒有限责任公司副总经理包文龙

盛典上，四特酒有限责任公司副总经理包文龙对此给出了更精炼的概括。在他看来，四特十五年穿越30年的底层逻辑，就在于精准捕捉并持续满足了消费需求的变迁——在每一轮行业周期中，以动态的自我革新，始终与合作伙伴、与消费者站在一起。

包文龙同时透露，近几年四特十五年在文化体验、品鉴IP、圈层跨界、数字传播等方面做了大量创新工作，也获得了优异的业绩。“让世界品味江西，让世界品味四特，不是复制他人的路径，而是深耕特香型白酒的独特价值，向世界讲述江西故事。通过一杯四特，读懂江西，爱上特香。”

特香型：是香型，更是稀缺风味

这几年，白酒行业关于“香型消亡”的讨论从未停歇。相较于其他白酒香型，特香型反而从起始，就代表了独特风味。

1988年，周恒刚、沈怡方等白酒泰斗在四特酒厂正式确认“特香型”概念。此后的三十多年里，四特酒三度牵头制定特香型白酒国家标准。2025年5月，由四特酒牵头起草的GB/T 10781.7—2025《白酒质量要求第7部分：特香型白酒》正式发布。从品类开创者到标准制定者，这条路走了近四十年。

特香型的工艺特征很具体：以整粒赣鄱大米为原料，采用红褚条石窖池固态发酵。祚延园厂区现存连续使用七十余年的老窖池。酿出的酒体有一种“浓头、酱尾、清中间”的复合香气——浓香的馥郁在前，酱香的醇厚在后，清雅的中间段把前后衔接起来。

酒业时报认为，相较于其他香型以“香”、“型”为核心命名，特香型这种一口三香的风格，反而成了一种稀缺的味觉坐标，正是这种稀缺让喝过的人忘不掉。

在四特酒特香型产品大家庭中，四特十五年有着更加独特的风味。国家级白酒评委、四特酒有限责任公司首席酒体设计师项忠煌表示，这源于三点稀缺：不可移植的微生态环境、科学的储酒体系、非遗酿造技艺代代传承。

如果说品质和风味是四特十五年的“里子”，那“限量”就是它的“面子”。2007年，当大多数酒企都在拼命扩产时，四特酒对四特十五年实施了限量供应政策。2014年至2017年行业深度调整期，四特十五年保持了稳定增长。

今年6月，面对全行业新一轮调整，四特酒再度加码控量力度，发布通知明确削减年度合同配额、严查低价倾销与跨区窜货。四特十五年的稀缺性和四特酒对于市场的重视，也让更多经销商坚守市场。

|四特酒有限责任公司年份酒事业部总经理雷银宇为经销商伙伴颁奖

苏州醉臻商贸有限公司董事长杨敏文就是这样的案例，作为80后的新一代经销商，早在2019年就是开始在苏州市场销售四特酒，对四特十五年钟爱有加。在全国，这样的合作渠道商越来越多。

这一切的根源都是因为：在规模与价值之间，四特十五年始终选择的是后者。

酒里装的，是一座城的人情世故

盛典上，江西省酒类流通协会常务副会长兼秘书长阙英才说了一句话：“四特十五年陪伴了无数江西人的团圆时刻、宴席盛典、商务往来，早已成为江西百姓的国民记忆、成为江西白酒的核心名片、成为江西白酒产业砥砺前行的生动缩影。”

这句话的真正分量在于——它不是企业自己说的，是行业协会说的。

一瓶酒要成为一个地区的共同记忆，光靠广告投放做不到，光靠渠道铺货也做不到。它需要出现在足够多的人生重要时刻：婚宴、寿宴、升学宴、商务宴请。三十年，足够一代人从少年到中年，四特十五年出现在这些场合，然后被记住。

|四特酒有限责任公司副总经理赖秀煌

四特酒有限责任公司副总经理赖秀煌在致辞中对此有着更为宏观的表述。他说，四特酒的每一滴醇香，都浸润着江西久远的历史文脉。从1997年到2026年这三十年，四特十五年见证了中国白酒行业的风云变幻，历经消费升级、品类竞争、产区崛起的时代浪潮，始终以卓越的品质和独特的特香风格，赢得市场的尊重与消费者的信赖。

赖秀煌透露，江西省“1269”行动计划明确提出坚持特香型特色、重点建设中国特香型白酒产区、做强“四特”品牌。“这是江西产业的黄金时代，更是四特酒的历史使命。中国白酒，需要特香型的独特表达，世界需要一扇读懂江西的窗口。”

|四特酒有限责任公司副总经理王强

四特酒有限责任公司副总经理王强在解读“四特十五年30载荣光”时也表示，四特年份酒事业部将江西地域情感提炼为明确的文化战略“让世界品味江西”，从“江右盛宴”“摩登私享宴”等品鉴IP的打造，到“特香美酒节”沉浸式回厂游的开放，再到与保时捷等品牌的跨界联动，四特年份酒系列一直活跃在高端酒舞台上。

|四特酒有限责任公司副总经理陈彦龙

对此，四特酒有限责任公司副总经理陈彦龙也表示，从“樟树味”到“国民香”，从江西名片到中国特香走向世界的答案——特香正在被更多人看见、品懂、记住。这条路，四特十五年正在一步步走实。

一瓶酒能走多远，不只看它卖了多少，更看它陪了谁、见证了怎样的时光。三十年，足够一个婴儿长大成人，也足够一瓶酒从产品变成记忆、从记忆变成文化。

四特十五年的下一个三十年，刚刚开始。

July 25, Nanchang. The “Let the World Taste Jiangxi – Site Special Fifteen 30th Anniversary Glory Ceremony” took place. The event invited an expert team led by Liu Qiankun, senior editor of Chinese National Geography and general manager of Chinese National Geography · Food Geography, to engage in cross-disciplinary dialogue with Site Liquor’s technical team and core distributor representatives. Approximately 150 industry professionals, partners, and media attendees were present.

Thirty years ago, it was just a bottle of liquor; thirty years later, it has become a symbol. In China’s baijiu industry, high-end mega-brands that have sustained strong sales for three decades are few and far between. Moutai Feitian is one, Wuliangye Puwu is another, and among regional baijiu players, Site Special Fifteen stands as one of the rare few.

Site Special Fifteen has achieved the status of a timeless classic.

What defines a classic? In the automotive world, the Porsche 911 has been around for over half a century, through eight generations, yet its silhouette has always retained the “frog-eye” headlights and fastback lines first introduced in 1963. Every generation changes, yet every generation is instantly recognisable as a 911. In horology, the Rolex Daytona, born in 1963, has seen movement upgrades, dial revisions, and material enhancements – but its chronograph soul has never wavered. A classic is never static; it preserves its core through change.

Site Special Fifteen has followed the same path. Launched in 1997, over the past thirty years it has undergone five iterations – from “Fifteen-Year Cellar Reserve” to “Fifteen-Year Classic,” from “Fifteen-Year Aged” to the fifth generation, and now to the 30th Anniversary Glory Edition unveiled at this ceremony. Each upgrade has never been a simple packaging facelift.

The fifth-generation Site Special Fifteen selects 15-year premium-grade base liquor as its structural backbone, complemented by aged blending liquors of over 20 years for flavour integration. The bottle retains the magnolia shape designed by Jingdezhen’s master ceramists – fine porcelain and fine liquor in perfect harmony. What changes is the depth of the body and the complexity of the aged aroma; what remains constant is that unmistakable Texiang character.

In the view of JiuYe Times, this is precisely Site Special Fifteen’s most underestimated business wisdom: in an industry obsessed with quick-hit blockbusters, it has spent thirty years doing one thing – keeping the classic “dynamic.” Neither conservative nor reckless, it adjusts precisely at each industry cycle shift, always staying close to the consumer.

At the ceremony, Bao Wenlong, Deputy General Manager of Site Liquor Co., Ltd., offered a more succinct summary. In his view, the underlying logic behind Site Special Fifteen’s 30-year endurance lies in its ability to accurately capture and continuously satisfy evolving consumer demands – through dynamic self-renewal in every industry cycle, staying aligned with partners and consumers alike. Bao also revealed that in recent years, Site Special Fifteen has made substantial innovations in cultural experiences, tasting IPs, cross-industry networking, and digital communication, achieving strong results. “Let the world taste Jiangxi, let the world taste Site – that means not copying others’ paths, but deepening the unique value of Texiang baijiu and telling Jiangxi’s story to the world. Through a glass of Site, understand Jiangxi, fall in love with Texiang.”

Texiang: A Distinct Flavour, Not Just a Category

In recent years, the baijiu industry has seen constant debate about “the disappearance of aroma categories.” Compared with other baijiu aroma types, Texiang has, from the very beginning, represented a unique flavour profile.

In 1988, baijiu masters Zhou Henggang, Shen Yifang, and others officially recognised the “Texiang” concept at the Site distillery. Over the following decades, Site Liquor led the formulation of the national standard for Texiang baijiu on three separate occasions. In May 2025, the GB/T 10781.7–2025 Quality Requirements for Baijiu – Part 7: Texiang Baijiu, drafted by Site Liquor, was officially released. From category pioneer to standard-setter – this journey took nearly forty years.

The craft characteristics of Texiang are specific: whole-grained Jiangxi rice as raw material, solid-state fermentation in red-striped stone pit fermenters. The Zuoyan Park facility still maintains fermentation pits that have been in continuous use for over seventy years. The resulting liquor delivers a “strong-aroma head, sauce-aroma tail, and light-aroma middle” – the richness of strong aroma at the front, the depth of sauce aroma at the back, with a clean, elegant middle section bridging the two.

In the view of JiuYe Times, compared with other aroma types named primarily by “aroma” and “profile,” Texiang’s “three aromas in one sip” style makes it a rare flavour anchor – and that scarcity is precisely what makes it unforgettable for those who have tasted it.

Within Site’s Texiang product family, Site Special Fifteen possesses an even more distinctive flavour profile. Xiang Zhonghuang, a national-level baijiu judge and chief liquor designer at Site Liquor, attributes this to three sources of scarcity: an irreplaceable micro-ecological environment, a scientific wine-ageing system, and the generational inheritance of intangible cultural heritage brewing techniques.

If quality and flavour are Site Special Fifteen’s “inner substance,” then “limited supply” is its “outer face.” In 2007, when most distilleries were aggressively expanding production, Site Liquor implemented a limited-supply policy for Site Special Fifteen. During the industry’s deep adjustment period from 2014 to 2017, Site Special Fifteen maintained steady growth. In June this year, facing yet another industry-wide adjustment, Site Liquor further tightened supply controls, issuing a notice to reduce annual contract quotas, strictly crack down on low-price dumping, and prevent cross-region diversion.

The scarcity of Site Special Fifteen and the company’s commitment to the market have also reinforced dealer loyalty. Yang Minwen, Chairman of Suzhou Zuizhen Trading Co., Ltd., is one such case. As a post-80s generation dealer, he began selling Site Liquor in the Suzhou market as early as 2019, with a particular fondness for Site Special Fifteen. Across the country, more and more channel partners like him are joining the network. The root of all this lies in one choice: between scale and value, Site Special Fifteen has always chosen the latter.

Inside the Bottle: The Human Stories of a City

At the ceremony, Que Yingcai, Executive Vice President and Secretary-General of the Jiangxi Liquor Circulation Association, said: “Site Special Fifteen has accompanied countless Jiangxi people through reunion moments, banquet celebrations, and business exchanges – it has long become a national memory for the people of Jiangxi, a core symbol of Jiangxi baijiu, and a vivid epitome of the Jiangxi liquor industry’s resilient progress.”

The real weight of this statement lies in the fact that it was not said by the company itself, but by an industry association. For a bottle of liquor to become a region’s collective memory, advertising alone cannot achieve it, and distribution alone cannot achieve it. It needs to appear at enough significant life moments: weddings, birthday banquets, graduation dinners, business functions. Thirty years is enough time for a generation to grow from youth to middle age – Site Special Fifteen has been present at these occasions and has been remembered.

Lai Xiuhuang, Deputy General Manager of Site Liquor Co., Ltd., offered a broader perspective in his address. He said, “Every drop of Site’s aroma carries the long historical lineage of Jiangxi.” From 1997 to 2026, over these three decades, Site Special Fifteen has witnessed the vicissitudes of China’s baijiu industry, weathered waves of consumption upgrades, category competition, and the rise of producing regions, always earning market respect and consumer trust through outstanding quality and its unique Texiang character. Lai revealed that Jiangxi’s “1269” Action Plan explicitly calls for adhering to the uniqueness of Texiang, focusing on building China’s Texiang baijiu production region, and strengthening the Site brand. “This is the golden era for Jiangxi’s industry, and it is Site’s historical mission. Chinese baijiu needs the distinctive expression of Texiang, and the world needs a window to understand Jiangxi.”

Wang Qiang, another Deputy General Manager of Site Liquor, when interpreting “Site Special Fifteen’s 30 Years of Glory,” added that the Vintage Liquor Division has distilled Jiangxi’s regional sentiment into a clear cultural strategy: “Let the World Taste Jiangxi.” From tasting IPs like “Jiangyou Grand Feast” and “Modern Private Banquet,” to the immersive “Texiang Fine Wine Festival” distillery tours, to cross-boundary collaborations with brands like Porsche, the Site Vintage series has remained consistently active on the premium spirits stage.

Chen Yanlong, also a Deputy General Manager of Site Liquor, echoed this: “From the ‘flavour of Zhangshu’ to the ‘national fragrance,’ from Jiangxi’s calling card to China’s Texiang reaching the world – Texiang is being seen, understood, and remembered by more people.” This is a path Site Special Fifteen is steadily walking, step by step.

How far can a bottle of liquor go? It depends not only on how much it sells, but on whom it accompanies and what moments it witnesses. Thirty years is enough for a baby to grow into adulthood, and enough for a bottle of liquor to evolve from a product into a memory, and from memory into culture. The next thirty years for Site Special Fifteen have only just begun.