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Zhejiang Gu Yue Long Shan Shaoxing Wine Co is developing new flavors of yellow rice wine to capture the interest of younger consumers.

Shaoxing's yellow rice wine boasts a rich cultural history and health benefits, with its brewing techniques recognized as a national intangible cultural heritage in 2006. However, it has been largely confined to the favor of seniors. Many even perceive it as merely a cooking wine.

Xu Dongliang, general manager of Gu Yue Long Shan, said the company has launched innovative products over the past year, such as coffee-flavored yellow rice wine, low-sugar yellow rice wine, and the world's first glutinous rice whiskey.

Guided by strategies of high-end positioning, youth engagement, globalization, and digitalization, Gu Yue Long Shan is breaking through traditional barriers with promising results.

Over the past year, the company achieved a revenue of 1.784 billion yuan ($248.15 million), a 10.11 percent increase from the previous year. They also added 263 new distributors, expanding into 24 new northern cities and gaining seven new overseas clients.