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The Shaoxing Huangjiu Industry Development and Revitalization Conference opens in Shaoxing, Zhejiang province, on April 30. [Photo provided to ezhejiang.gov.cn]

Zhejiang province's Shaoxing raised its glasses at the Huangjiu Industry Development and Revitalization Conference on April 30, signaling its commitment to elevating the huangjiu (yellow rice wine) industry to new heights.

Renowned as a global wine hub, Shaoxing is fermenting innovation and quality in its yellow rice wine sector, with a recipe blending "high-end, youthful, global, and digital" strategies.

With increasing international recognition, Shaoxing's yellow rice wine is expanding its presence in global markets.

The Shaoxing Huangjiu Industry Development and Revitalization Conference opens in Shaoxing, Zhejiang province, on April 30. [Photo provided to ezhejiang.gov.cn]

In 2023, its export value reached 320 million yuan ($44.19 million), with an annual export volume of approximately 15,000 metric tons, making Shaoxing the largest exporter of yellow rice wine in China. By 2027, the annual sales revenue of the city's yellow rice wine industry is expected to reach 10 billion yuan.

In recent years, Shaoxing has implemented a series of policies and regulations, including the Shaoxing Huangjiu Protection and Development Regulations and the Shaoxing Huangjiu Industry Revitalization Outline, to strengthen legislative protection, promote product innovation, and enhance brand marketing.

Shaoxing will expedite the establishment of a production environment protection zone centered around Jianhu Lake, establish a water management system for wine production, and promote the cultivation of high-quality rice varieties for wine production.

Yellow rice wine has long served as a bridge connecting Shaoxing with the world, earning global attention even during the Ming and Qing dynasties (1368-1911). In 1915, Shaoxing's yellow rice wine won a gold medal at the Panama Pacific International Exposition.