2026 Sugar and Wine Fair Visit Report: Chuyuan Spring "Brews" a New Trend

[Global Network Consumption Report, Reporter Liu Xiaoxu] From March 21 to 25, the 114th National Sugar and Wine Products Trade Fair was successfully held in Chengdu. This year’s wine and liquor exhibition gathered numerous well-known domestic and international brands, with the air seemingly filled with the faint aroma of alcohol. Amidst fierce industry competition, Hubei Chuyuan Spring Wine Industry made its debut with a core product matrix, initiating a dialogue about “tradition and trend” in an interview with Global Network Consumption reporters.

Breaking the Sales Model

Walking into the Chengdu Paradise Hotel themed exhibition, passing through the bustling crowd, Chuyuan Spring’s booth instantly captured the reporter’s attention with its unique aura. The booth design is elegant and atmospheric, deeply integrating the brand’s classic “Chuyuan Spring Blue” elements with modern aesthetics, maintaining a rare elegance and calmness amidst the noisy exhibition, while also exuding vibrant youthful energy.

“Products are our core foundation, but they are just the first step for regional liquor companies to establish themselves. What matters more is the innovative model.” Wang Fang, General Manager of Hubei Chuyuan Spring Wine Industry Co., Ltd., revealed a determined commitment in an interview with Global Network Consumption reporters. He pointed to the dazzling array of products behind him and said, “At this trade fair, we brought innovative sales models—reducing the scale of booth recruitment and setting reasonable recruitment thresholds. More importantly, we are providing bottom-line sales support for dealers and innovating profit reimbursement. This series of actions aims to help dealers and even consumers to rediscover Chuyuan Spring and bring the brand back to the main track.”

This “bottom-line” commitment undoubtedly builds a solid trust bridge between enterprises and partners during the current industry adjustment period.

Dual Progression: Upholding the Classic “Ballast Stone,” Capturing the Young “New Wind”

On the booth, the core product matrix displayed comprehensively outlines Chuyuan Spring’s strategic layout of “upholding integrity and innovation.”

Global Network Consumption reporters observed that the white liquor exhibition area remains Chuyuan Spring’s “ballast stone.” The classic series A5, 5000, and the highly regarded collection and royal collection series are lined up in order. Among them, the royal collection products shine under the spotlight, with a unique bottle design resembling a work of art, attracting many guests to stop and take photos. “This liquor feels substantial in hand and holds prestige on the banquet table,” praised one dealer at the site regarding the royal collection wine.

On the other side, the yellow wine and innovative beverage area presented a more dynamic and lively atmosphere. The handmade winter brew, red ice sculpture, and aged 15/30-year products from the Chupai yellow wine series occupy the “C position,” exuding the fragrance of aged liquor. Especially, the innovative product named “Xunli Buff,” with its fashionable packaging and refreshing concept, became a “check-in point” for young people.

“I used to think that yellow wine was something the older generation drank, but I didn’t expect Chuyuan Spring’s yellow wine to be so smooth, and this low-alcohol Buff series is very suitable for the catering channel,” expressed a young consumer who was tasting in front of the booth.

Craftsmanship Dialogue

At the exhibition site, Global Network Consumption reporters encountered Wang Fang, General Manager of Hubei Chuyuan Spring Wine Industry Co., Ltd., who was engaging with guests. Discussing the development ideas of the wine company, he set down the bottle in his hand and pointed to two products at the ends of the booth for an illustrative answer.

“Look, this side is our Chupai yellow wine aged 30 years, that is our ‘root’; that side is Xunli Buff, that is our ‘wing.’ This embodies our long-standing principle of ‘upholding integrity and innovation.’” Wang Fang’s gaze was firm, "To adapt to modern consumers’ changing tastes, we have put in ‘hard work’ on craftsmanship. While preserving the essence of traditional Chupai brewing, we introduced patented technologies to improve quality and reduce costs. For example, with this Xunli Buff, we have used technical means to reduce heaviness and enhance palatability, allowing it to perfectly fit modern dining and small gathering scenarios. We are not just selling liquor; we are solving the question of ‘what young people drink.’”

Wang Fang further discussed the layout for the youth trend: “Have we considered using ways that young people are familiar with and like to engage? For example, blind boxes in the liquor industry, hand companions, or integrating scenarios like outdoor cooking. You see, when such opportunities arise, the market comes alive.”

During the interview, Global Network Consumption reporters noticed that the staff on-site were guiding a guest to taste Huangjing Jade Wine. This product is not an ordinary beverage, but an important strategic item for Chuyuan Spring aimed at the health industry, laying out the health products sector. The moment it enters the mouth, the rich and smooth liquor blossoms on the tip of the tongue, devoid of the bitterness of traditional medicinal wine, replaced instead by a distinct layered sweetness. Yan Youxin, Executive Chairman of Hubei Chuyuan Spring Wine Industry Co., Ltd., expressed with a serious tone during an interview with Global Network Consumption reporters: “Quality is our bottom line and our lifeline. No matter how the market trends change, we maintain a strict quality control system at every stage, from selecting raw materials to the production of finished products. The royal collection products uphold integrity, while our yellow wine is positioned in the health sector, seeking new growth points.”

As the interview deepened, the exhibition hall of Paradise Hotel was bustling with people. Staff members were busy pouring wine, explaining, exchanging business cards, and the atmosphere of negotiations was palpable. Reporters learned that compared to previous years, Chuyuan Spring’s recruitment strategy this year is more precise and pragmatic, providing a one-stop “nanny-style” service for dealers, from terminal display standards to tasting event execution details, from digital marketing tools to regional market protection policies.

A senior liquor analyst interviewed on-site stated to Global Network Consumption reporters that Chuyuan Spring’s royal collection white liquor is positioned for high-end business banquets, the yellow wine series targets differentiated health sectors, and Xunli Buff is aimed at the young dining scene, with each point precisely hitting current market pain points. Especially its implementation of ‘upholding integrity and innovation’ is worth reflecting on. Chuyuan Spring has revitalized yellow wine through technological means, preserving its cultural soul while addressing the entry difficulties faced by young consumers. This development concept of ‘rooted in tradition, innovative in application’ has endowed Chuyuan Spring with strong risk resistance and explosive potential during the industry’s adjustment period.

Regarding future plans, Yan Youxin, Executive Chairman of Hubei Chuyuan Spring Wine Industry Co., Ltd., stated: “We will continue to deepen the concept of ‘upholding integrity and innovation,’ optimize product structure, and expand market layout. Whether in the traditional white liquor sector or the highly potential yellow wine sector, we are confident in creating fine products and injecting new vitality into the high-quality development of China’s liquor industry.”

For many years, Chuyuan Spring Wine Industry has consistently adhered to the principle of upholding integrity and innovation, operating in dual lines. In terms of innovation, it launched a refreshing type of yellow beer—Xunli Buff, reducing heaviness and enhancing palatability to fit modern tastes; developed youth-oriented, low-alcohol products that cater to dining and small gathering scenarios; in terms of craftsmanship, it retains the essence of traditional Chupai brewing while introducing patented technologies to enhance quality and reduce costs, strictly controlling every stage from raw material selection, brewing production to finished product shipment, creating a manufacturing system focused on excellence and a stringent quality control system, committed to deeply integrating traditional white liquor and yellow liquor culture with modern consumer demands.

This development concept of “rooted in tradition, innovative in application” has not only preserved Chuyuan Spring’s classic heritage but also accurately captured the young consumer market, achieving a breakthrough in the value of the yellow wine category. By continuously exploring the cultural connotations of traditional liquor, this millennia-old wine enterprise from Chuzhou is radiating unprecedented vitality and energy.