8月6日，太原。

一场新闻发布会，将行业目光再次聚焦吕梁、聚焦汾阳。2026中国杏花村国际酒业博览会正式定档：8月29日至31日，汾阳市中国杏花村国际白酒交易中心。

主题依然是“杏花汾阳清香吕梁”。主办方为中国酒业协会，战略合作伙伴为汾酒集团。

今年是杏花村酒博会的第十个年头，展会也逐步成长为具备国家级影响力的国际化酒业盛会。走过十年，这场山西省唯一的国际类酒业盛会，正在书写新的篇章。

十年，足以让一个产业完成从追赶到引领的跨越。

中国酒业协会秘书长何勇在发布会上表示，酒博会不仅是推动产业升级和区域发展的重要引擎，更是弘扬中国酒文化、促进国际交流的核心窗口。连续多届成功举办，让杏花村酒博会从三晋大地走向全国、走向世界。每一届盛会，都记录了中国清香型白酒复兴的铿锵步伐。

在酒业时报看来，酒博会之于吕梁，早已超越了单纯的展会功能。

十年间，它从一个产品展示平台，升级为连接产业链、消费场景与产区品牌的综合引擎。酒博会以“酒”为媒，完整见证了吕梁白酒产业从规模扩张到品质升级、从品牌深耕到文化赋能的跨越式蜕变。历经数年培育，酒博会号召力、影响力不断增强，已经成长为国内极具分量的国际酒业专业展会。

吕梁市委常委、副市长闫林在发布会上披露了一组数据：吕梁已形成白酒产能50万吨、产量40万吨，全产业链营收突破700亿元。白酒产业已成为吕梁产业升级的标志性经济增长引擎。另一组数据同样分量十足：汾阳市大曲清香白酒产量占全国大曲清香型白酒总产量的60%。

2017年酒博会创办之初，核心使命是打开一扇窗，让行业和消费者看见清香、看见吕梁。十年过去，吕梁产能达到50万吨、全产业链营收突破700亿元，汾阳大曲清香占据全国六成份额——产区早已完成“被看见”的阶段。

今天的命题，是如何让清香的价值“被感知”“被记住”。这一届酒博会，正是产区十年积淀之后的一次系统性作答。

本届酒博会的一大看点，在空间维度的拓展。

本届酒博会重点凸显国际化视野、年轻化表达、数字化赋能三大全新特色。在展馆内部，总展览面积达3万平方米，设置中国名酒馆、吕梁产区品牌馆、综合馆、山西综合馆、数字化展馆等特色功能展区。近300家国内外知名酒企、包装包材、酒类装备及名优特产企业将集中参展。

但真正让行业眼前一亮的，是展馆之外的布局。

本届酒博会创新构建“一场展会+全市联动+N个消费场景”的运营架构。杏花村老酒大集、贾家庄美食街、太和桥步行街——这些汾阳人日常生活的街区，今年都将被纳入酒博会的体验链条。白酒零售、全域旅游、非遗体验、特色餐饮、文创购物，形成相互赋能的消费闭环。

汾阳市同步推出“醉美杏花村”酒文化深度游、“千年汾州府”历史文化游、“山水人文路”生态休闲游、“红色足迹行”红色文化游四条精品线路，同步发放专项消费券。

这场展会的空间逻辑，正在从“馆内”延伸至“全城”。

汾阳市委副书记、市长李冰峰在发布会上道出了其中深意：“让传统酒文化从‘可看’走向‘可玩’，从‘旁观’走向‘入戏’”。他希望90后、00后的年轻人能够在汾阳体验这份美好。

从“可看”到“可玩”，从“旁观”到“入戏”——这套表述背后，是对消费体验升级的精准洞察。

在酒业时报看来，当酒博会的体验场景延展到城市街巷、文旅景区、餐饮街区，酒文化的传播便从“我说你听”的单向输出，转变为“你参与、你感受”的双向互动。展会正在从一个“展示窗口”变成一个“产业引擎”——一端连着生产端的上游配套，一端连着消费端的多元场景，一端连着产区品牌的价值输出。

文化表达，是本届酒博会的另一张牌。

第一张牌，是“诗酒一席谈”。开幕式邀请钱文忠、吴晓波、何楚涵、张蕾等知名专家学者，以古风酒器、古装侍酒的形式，深挖诗酒文化内涵。同时，系列文创产品将持续开发，让酒文化以年轻化、时尚化姿态走进千家万户。

这并非传统意义上你讲我听的论坛。将“诗”与“酒”两个中国文化最具意象张力的符号，用更具仪式感、更富审美体验的方式呈现，本身就是一次文化表达的创新。

第二张牌，是“V醺酒肆”。

这个IP值得深究。IP命名取自英文Vibe，意在传递浅酌慢饮之下，从容松弛、悠然自得的诗意微醺氛围。

主展馆内搭建古风沉浸式品鉴空间，侍酒师着古装全程伴游。场景中引用“绿蚁新醅酒，红泥小火炉”的诗句烘托氛围，宾客置身仿唐酒器与古风场景中品饮清香白酒。

更关键的是，“V醺酒肆”同步落地吕梁新城吉祥湖、离石大东沟生态景区、临县碛口古镇等核心文旅地标。项目以城市为载体、以文化为内核，打造“文化+体验+消费+传播”四位一体的文旅体系。

从杜牧“借问酒家何处有”的千年诗韵，到今日清香白酒的产业版图，诗与酒在吕梁完成了跨越时空的对话。

作为战略合作伙伴，汾酒集团在本届酒博会上的角色同样值得关注。

汾酒集团党委专职副书记、副董事长李振寰在发布会上回顾了这十年：“回首十年深耕之路，从2017年清香初绽，到如今辐射全国、联通世界的顶级酒业交流平台，杏花村国际酒业博览会不仅是一场行业盛会，更是中国清香型白酒产业蓬勃成长、迭代升级的见证者与助推者”。

回望与酒博会携手同行的十年，汾酒集团完成了从区域龙头迈向全国性名酒品牌的关键跨越。

2017年，汾酒集团开启国企改革序幕，锚定“复兴汾酒”核心目标，全国化战略全面提速，长三角、珠三角等重点区域品牌渗透率持续攀升，成功跻身白酒行业第一阵营。

近年来，汾酒集团稳步推进产业转型，从规模扩张全面转向高质量发展，坚守“稳健压倒一切”的经营方针，纵深推进全国化2.0战略布局，走出了一条清香名酒的复兴崛起之路。

本届酒博会期间，汾酒集团将重点打造十周年特别活动——“汾酒之夜”主题晚会。

晚会将以全国经典民歌展演为载体，立足千年杏花村诗酒底蕴，将清香酿造文化与新时代品牌表达融入经典民歌的演绎中。同时，汾酒集团将通过开放产区资源、展示酿造工艺、分享清香标准，全方位展现产业发展成果。

汾酒集团将始终秉持“复兴汾酒，清香世界”的宏大愿景，携手全国酒业同仁，聚力创新、深耕品质，共同书写中国酒业高质量发展的崭新篇章。

这不仅是汾酒的十年，也是清香品类拾级而上的十年。在行业深度调整的背景下，清香型白酒逆势跑出独立行情，行业机构预测2026年其市场规模有望突破1300亿元，增速领跑三大主流香型。杏花村酒博会的十年，恰与清香品类的崛起周期同频共振。

汾阳市已出台《杏花村汾酒专业镇建设中长期发展规划》，锚定2030年千亿级产业集群目标。汾阳市坚持“不逐一时热闹，不务表面文章”的发展理念，推动有为政府与有效市场双向协同，抢抓山西省级重点专业镇机遇。坚定“汾酒兴则汾阳兴”的共识，举全市之力助推汾酒复兴。

从展馆到全城，从展示到体验，从行业交流到大众破圈——走过十年的杏花村酒博会，正在探索一个产区展会更大的价值边界。它既是产业成果的展示窗口，也是一座城市的节日；既是传统酒文化的传播阵地，也是连接产业与消费者、传统与年轻、地方与世界的接口。

8月29日，汾阳见。

（本文综合公开行业资讯整理，信息/数据来源：央广网、人民网、新华网、中新网、华夏酒报、汾阳市人民政府官网等）

August 6, Taiyuan.

A press conference once again turned the industry’s attention to Luliang and Fenyang. The 2026 China Xinghuacun International Liquor Expo has been officially scheduled: from August 29 to 31, at the China Xinghuacun International Liquor Trading Centre in Fenyang City.

The theme remains “Xinghuacun Fenyang · Light Aroma Luliang.” The host is the China Alcoholic Drinks Association, with Fenjiu Group as the strategic partner.

This year marks the tenth anniversary of the Xinghuacun Liquor Expo, which has gradually grown into an international industry event with national-level influence. After a decade of development, this event – the only international liquor expo in Shanxi Province – is writing a new chapter.

PART 01

A Decade of the Liquor Expo: Witness and Catalyst of Light-Aroma Revival

A decade is enough time for an industry to complete its leap from follower to leader.

He Yong, Secretary-General of the China Alcoholic Drinks Association, stated at the press conference that the expo is not only an important engine for driving industrial upgrading and regional development, but also a core window for promoting Chinese liquor culture and facilitating international exchange. Through multiple consecutive successful editions, the Xinghuacun Liquor Expo has expanded from Shanxi to the whole country and to the world. Each edition has recorded the resolute steps of China’s light-aroma baijiu revival.

In the view of JiuYe Times, the expo has long transcended its original function as a mere trade fair for Luliang.

Over the past decade, it has evolved from a product exhibition platform into a comprehensive engine connecting the industry chain, consumer scenarios, and regional branding. Using “liquor” as its medium, the expo has fully witnessed Luliang’s baijiu industry transformation from scale expansion to quality upgrading, and from brand cultivation to cultural empowerment. After years of nurturing, the expo’s appeal and influence have grown steadily, establishing it as a highly significant international professional liquor event in China.

Yan Lin, Standing Committee Member of the Luliang Municipal Party Committee and Vice Mayor, disclosed a set of figures at the press conference: Luliang has achieved a baijiu production capacity of 500,000 tonnes and annual output of 400,000 tonnes, with the full-industry-chain revenue exceeding RMB 70 billion. The baijiu industry has become a iconic economic growth engine for Luliang’s industrial upgrading. Another equally telling figure: Fenyang’s Daqu light-aroma baijiu production accounts for 60% of the national total for Daqu light-aroma baijiu.

When the expo was first established in 2017, its core mission was to open a window for the industry and consumers to see light-aroma baijiu and see Luliang. A decade later, with Luliang’s production capacity reaching 500,000 tonnes, full-industry-chain revenue exceeding RMB 70 billion, and Fenyang Daqu light-aroma commanding a 60% national share – the producing region has long completed the phase of “being seen.”

Today’s challenge is how to make the value of light-aroma baijiu “felt” and “remembered.” This year’s expo represents a systematic response after a decade of accumulation.

PART 02

From Exhibition Hall to Entire City: The Spatial Imagination of an Expo

A major highlight of this year’s expo lies in the expansion of its spatial dimension.

This year’s expo places special emphasis on three new features: an international perspective, youthful expression, and digital empowerment. Inside the exhibition halls, the total exhibition area reaches 30,000 square metres, featuring purpose-built zones including the China Famous Liquor Hall, Luliang Producing Region Brand Hall, General Hall, Shanxi Comprehensive Hall, and Digital Exhibition Hall. Nearly 300 well-known domestic and international liquor enterprises, packaging materials suppliers, liquor equipment manufacturers, and premium specialty product companies will participate.

But what truly catches the industry’s attention is the layout beyond the exhibition halls.

This year’s expo has innovatively constructed an operational framework of “one exhibition + city-wide linkage + multiple consumption scenarios.” The Xinghuacun Old Liquor Market, Jiajiazhuang Food Street, and Taiheqiao Pedestrian Street – everyday neighbourhoods for the people of Fenyang – will all be incorporated into the expo’s experience chain this year. Baijiu retail, comprehensive tourism, intangible cultural heritage experiences, specialty dining, and cultural and creative shopping will form a mutually reinforcing consumption ecosystem.

Fenyang City has simultaneously launched four themed tour routes: “Drunk Beautiful Xinghuacun” wine culture in-depth tours, “Millennium Fenzhou Prefecture” historical and cultural tours, “Landscape and Cultural Journey” eco-leisure tours, and “Red Footprints” revolutionary heritage tours, along with targeted consumption vouchers.

The spatial logic of this expo is extending from “inside the halls” to “across the entire city.”

Li Bingfeng, Deputy Party Secretary and Mayor of Fenyang City, revealed the deeper meaning at the press conference: “We want traditional liquor culture to evolve from ‘viewable’ to ‘playable,’ from ‘observing’ to ‘immersing.'” He expressed the hope that young people born in the 1990s and 2000s can experience this beauty in Fenyang.

From “viewable” to “playable,” from “observing” to “immersing” – behind this phrasing lies a precise insight into the upgrading of consumer experience.

In the view of JiuYe Times, when the expo’s experiential scenarios extend to city streets, cultural tourism attractions, and dining districts, the communication of liquor culture transforms from the one-way output of “I tell, you listen” to the two-way interaction of “you participate, you feel.” The expo is evolving from a “display window” into an “industry engine” – connecting upstream support on the production side, diverse scenarios on the consumption side, and the value output of the regional brand.

PART 03

Bringing Young People into the “Experience”: The Cultural Breakthrough Code of the Expo

Cultural expression is another key card of this year’s expo.

The first card is the “Poetry and Liquor Conversation.” The opening ceremony will invite renowned experts and scholars including Qian Wenzhong, Wu Xiaobo, He Chuhan, and Zhang Lei to explore the cultural connotations of poetry and liquor through the presentation of ancient-style wine vessels and traditional serving attire. At the same time, a series of cultural and creative products will be continuously developed, bringing liquor culture into households in a youthful and fashionable manner.

This is not a conventional forum where one speaks and others listen. Presenting “poetry” and “liquor” – two of the most evocative symbols in Chinese culture – in a more ritualistic and aesthetically immersive way is itself an innovation in cultural expression.

The second card is the “V-Drunken Tavern.”

This IP is worth examining. The name is derived from the English word “Vibe,” aiming to convey a sense of relaxed, leisurely, and poetic tipsiness under the context of slow sipping.

A traditional-style immersive tasting space will be set up in the main exhibition hall, with sommeliers dressed in ancient attire guiding visitors throughout. The scene is enhanced by poetic lines such as “Green-ant new-brewed wine, red-clay small stove,” allowing guests to taste light-aroma baijiu in Tang-dynasty-inspired settings.

More significantly, the “V-Drunken Tavern” will simultaneously be established at key cultural tourism landmarks including Jixiang Lake in Luliang New City, the Donggou Ecological Scenic Area in Lishi, and Qikou Ancient Town in Linxian. The project, with the city as its carrier and culture at its core, creates a “culture + experience + consumption + communication” four-in-one cultural tourism system.

From Du Mu’s thousand-year-old verse “May I ask where the tavern is?” to today’s light-aroma baijiu industry landscape, poetry and liquor have completed a dialogue across time and space in Luliang.

PART 04

A Decade for Fenjiu, A Decade for Light Aroma

As the strategic partner, Fenjiu Group’s role in this year’s expo is equally noteworthy.

Li Zhenhuan, full-time Deputy Party Secretary and Vice Chairman of Fenjiu Group, reflected on the past decade at the press conference: “Looking back on the ten-year journey of deep cultivation, from the first bloom of light aroma in 2017 to today’s top-tier international liquor exchange platform radiating across the country and connecting with the world, the Xinghuacun International Liquor Expo is not only an industry event but also a witness and catalyst for the vigorous growth and iterative upgrading of China’s light-aroma baijiu industry.”

Over the decade of partnering with the expo, Fenjiu Group has completed a critical transformation from a regional leader to a national-level premium baijiu brand.

In 2017, Fenjiu Group initiated its state-owned enterprise reform, setting its sights on the core goal of “reviving Fenjiu.” Its nationalisation strategy accelerated comprehensively, with brand penetration in key regions such as the Yangtze River Delta and Pearl River Delta continuing to rise, successfully securing a place in the first tier of the baijiu industry.

In recent years, Fenjiu Group has steadily advanced industrial transformation, shifting comprehensively from scale expansion to high-quality development, adhering to the operating principle of “stability above all else,” and deepening its “Nationalisation 2.0” strategic layout, forging a path of revival for light-aroma premium baijiu.

During this year’s expo, Fenjiu Group will focus on a special tenth-anniversary event – the “Fenjiu Night” themed gala.

The gala will showcase national classic folk song performances, rooted in the thousand-year-old poetic and liquor heritage of Xinghuacun, integrating light-aroma brewing culture and contemporary brand expression into the interpretation of classic folk songs. At the same time, Fenjiu Group will open up its production region resources, display brewing techniques, and share light-aroma standards to present its industrial development achievements in full.

Fenjiu Group will always uphold the grand vision of “Reviving Fenjiu, Sharing Light Aroma with the World,” joining hands with industry peers nationwide to focus on innovation and quality, jointly writing a new chapter in the high-quality development of China’s liquor industry.

This is not only a decade for Fenjiu, but also a decade of light aroma’s steady ascent. Against the backdrop of deep industry adjustment, light-aroma baijiu has carved out its own independent growth trajectory, with industry institutions predicting that its market size is expected to exceed RMB 130 billion in 2026, leading the growth of the three major aroma types. The tenth anniversary of the Xinghuacun Liquo Expo coincides perfectly with the rise of the light-aroma category.

PART 05

After a Decade, Setting Out Again

Fenyang City has issued the “Xinghuacun Fenjiu Professional Town Medium- and Long-Term Development Plan,” targeting a RMB 100 billion industrial cluster by 2030. Fenyang City adheres to the development philosophy of “not chasing temporary excitement, not pursuing superficial achievements,” promoting synergy between an effective government and an efficient market, and seizing the opportunity of Shanxi’s provincial-level key professional town initiative. Firm in the consensus that “Fenjiu’s prosperity is Fenyang’s prosperity,” the city is mobilising its full strength to support the revival of Fenjiu.

From exhibition halls to the entire city, from display to experience, from industry exchange to broader public engagement – the Xinghuacun Liquor Expo, after a decade, is exploring the broader boundaries of a regional expo’s value. It serves simultaneously as a display window for industrial achievements, a city festival, a platform for traditional liquor culture dissemination, and a bridge connecting industry with consumers, tradition with youth, and the local with the global.

August 29 – see you in Fenyang.

(This article is compiled from publicly available industry information. Sources/Data: China National Radio Online, People’s Daily Online, Xinhua News Agency, China News Service, China Wine News, Fenyang Municipal Government official website, etc.)

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