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The young hires naturally brought their individual styles with them, infusing impactful creativity into their work. As Zhou Qing wine calls for traditional brewing methods and original wine bottling from the start, Zhou Huajian's innovations mainly focus on the post-production process.

Zhou Huajian and one of his staff members in their lab. [Photo/Tide News]

Market research led Zhou Huajian to believe that the sour taste of yellow wine carries a heavy influence, and therefore requires careful treatment. A jar of original wine has a milder taste at the top, a more pronounced sourness at the bottom, and the best taste in the middle. Therefore, during the extraction stage, he and his team began only using the middle layer, which accounts for about 30 percent of the entire jar.

They introduced Italian bottling equipment and microwave sterilization technology, pioneering the "cold bottling" of yellow wine, which retains the nutritional substances to the maximum extent and improves the taste.

The company reached out to the design team that collaborates with international brand Louis Vuitton, who customized the overall image design for the product. From the bottle to the packaging and advertising slogans, the design concept is simple, elegant, high-end, and artistic, giving the ancient yellow wine a sharp makeover.

To further win the hearts of young people, Zhou Huajian also put a great deal of thought into creating immersive experience scenes, making yellow wine "trendy."

Last October, the Zhou Qing Yellow Wine R&D Center officially opened its doors, providing a spot where young people can savor authentic yellow wine and explore trendy new drinks. The space is especially popular during holidays, attracting a lively crowd of young visitors.

Currently, Zhou Qing wine has partnered with over 500 high-end dining establishments in first-tier cities like Beijing, Shanghai, Guangzhou, and Shenzhen. Surveys show that young consumers account for nearly 60 percent of all sales.