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Gusts attend the opening ceremony of the China International Huangjiu Industry Expo 2025 and Huangjiu Carnival. [Photo/Tide News]

The China International Huangjiu Industry Expo 2025 and Huangjiu Carnival opened on Nov 7 in Shaoxing, East China's Zhejiang province, bringing together more than 100 exhibitors from 14 major yellow rice wine producing regions across China. The event offers a fresh look at how this centuries-old industry is embracing innovation.

At the opening ceremony, Shaoxing unveiled a series of achievements in revitalizing its yellow rice wine sector. Over the past year, the city has leveraged a provincial institute for Shaoxing yellow rice wine research and leading local producers, working with top research institutions to tackle major scientific challenges.

The event also witnessed the signing of cooperation agreements on trade, technological innovation, digital transformation, and initiatives to boost shared prosperity — injecting new momentum into extending the industry's supply chain.

A collaboration between China Resources Beer and Shaoxing Yellow Rice Wine Group became the highlight of the event with the debut of a hybrid beverage blending pure malt lager and premium Shaoxing yellow rice wine. According to Li Xiaodong, vice-president of China Resources Beer, the product combines natural fruit juice and expert brewing techniques to offer a light, refreshing taste with a pleasant buzz without intoxication.

The fusion of yellow rice wine and beer marks not only a flavor innovation but also Shaoxing's proactive step toward younger consumers.

In response to evolving consumer trends, Shaoxing remains committed to innovation with integrity, advancing a strategy focused on premiumization, youth appeal, globalization, and digital transformation.

A variety of yellow rice wine products are displayed at the China International Huangjiu Industry Expo 2025 and Huangjiu Carnival. [Photo/Tide News]