The Department of Industry and Information Technology of Ningxia Hui Autonomous Region launched the first batch of Ningxia's premium brands on Oct 13, including 10 brands such as Xixia Beer, two regional brands and three developing enterprises.

The launch not only recognizes Ningxia's high-quality brands but also focuses on boosting the consumer goods industry. The batch of premium brands will serve as a crucial tie between consumption and industry, helping the region build a more competitive industrial ecosystem.

The beer and music festival held by Xixia Beer. [Photo/China Daily]

Xixia Beer, which has been included on the list, is a typical example of Ningxia's consumer goods industry upgrading from traditional manufacturing to premium brands.

Through intelligent reform, Xixia Beer has achieved 45.8 percent decline in water consumption and 30.3 percent decrease in carbon emission compared to 2015, as well as provided 7,500 metric tons of free recycled water for local environmental sanitation.

In addition, it has held creative activities such as beer and music festivals and the beer garden for many years, transforming a single drink into an emotional link between consumers.