Kinmen Kaoliang Liquor: Distilling Cultural Unity Across the Strait

Recently, six Taiwan brands have successfully passed the public review and been officially recognized as "Fujian Time-honored Brands," marking the first time that Taiwan brands have been included in the "Fujian Time-honored Brand" list.

The six Taiwan brands are:

"TianFu" from Zhangzhou Tianfu Tea Industry Co., Ltd.

"Kinmen Kaoliang Liquor" from Kinmen Kaoliang Liquor (Xiamen) Trading Co., Ltd.

"Matsu Liquor Factory" from Matsu Liquor Factory Industry Co., Ltd.

"Weng Cai Ji" from Fujian Weng Cai Ji Foods Co., Ltd.

"Zhengxin" from Xiamen Zhengxin Rubber Industry Co., Ltd.

"Monopoly" from Fuzhou Yawan Stationery Co., Ltd.

The six Taiwan brands selected this time cover enterprises from Kinmen, Matsu, and Fujian-related backgrounds, aiming to further broaden the development path of Taiwan-funded enterprises in Fujian, and create a model for economic integration across the Taiwan Strait. This is yet another vivid practice of Fujian's ongoing efforts to explore innovative approaches to cross-strait integration. According to the introduction, after the Taiwan brands are rated as "Fujian Time-honored Brands", they will be given priority to participate in a range of official events hosted by Fujian Province, including the Time-honored Brand Carnival, Brand Culture Festivals, themed exhibitions, and consumption promotion activities. They will also receive preferential recommendations for inclusion in the prestigious “China Time-honored Brand” list.

In response to the selection of “Kinmen Kaoliang Liquor” by Kinmen Kaoliang Liquor (Xiamen) Trading Co., Ltd. as a Fujian Time-honored Brand, General Manager Zhao Zhizhong expressed in a recent exclusive interview that “this recognition is both an honor and a responsibility.”

In 2004, after Kinmen Liquor Factory established a wholly-owned subsidiary, Kinmen Kaoliang Liquor (Xiamen) Trading Co., Ltd., the company actively expanded its presence and deepened its engagement in the mainland white liquor market. According to Zhao, Kinmen Kaoliang Liquor serves as a cultural bridge, brewing a fine spirit of cross-strait integration and steadily promoting its vision of "Born of One Origin, Brewing a Fragrant Union."

One Glass Distills the Bonds from Shore to Shore

Carrying Culture's Shared Treasures Evermore

Rooted in Kinmen for 73 Years, Kinmen Kaoliang Liquor

Carries the Island’s Signature Aroma

"Kinmen enjoys the exceptional granite-filtered water, the year-round windy island climate, and the plump, premium sorghum grains. Combined with the generations-old traditional pure grain solid-state fermentation, this has forged a flavor profile that is truly one of a kind," said Zhao Zhizhong. Kinmen Kaoliang Liquor not only represents Taiwan's culture, but mainland friends visiting Kinmen also bring back Kinmen Kaoliang Liquor to share with family and friends.

Now, Kinmen Kaoliang Liquor has become an important cultural ambassador for cross-strait liquor exchange. When the water supply was opened between Kinmen and the mainland, the brand launched a commemorative edition of its liquor. Most recently, the brand also collaborated with Mazu culture to release a special brew named "Prosperity and Peace."

It is learned that to commemorate the 1065th anniversary of Matsu's birthday, Kinmen Liquor Factory has jointly launched the world's first "Prosperity and Peace Brew" with the Meizhou Matsu Ancestral Temple. The bottle features a relief of the Mazu goddess, incorporating sea-inspired elements, sailboats, and ancestral temple architecture, with gold and blue tones symbolizing peace and safety. Guests from both sides of the Strait expressed hope that this cross-industry integration of Kinmen Kaoliang Liquor and Mazu culture would spark new cultural synergy, cross-pollinating long-standing traditions to nurture a deeper sense of shared identity across the Strait.

Kinmen Kaoliang Enters Egret Island (Xiamen),

Rising as a Top Souvenir in Xiamen’s Tourism Boom

Since establishing its mainland presence in 2004 with a trading company in Xiamen, Kinmen Kaoliang Liquor has steadily deepened its distribution network, capitalizing on the growing momentum of cross-strait exchanges. As one of China’s premier cultural and tourism destinations, Xiamen has become a natural stage for Kinmen Kaoliang to thrive and emerge as a favored gift among tourists and a heartfelt token shared among family and friends. “We sometimes feel we arrived too late,” said Zhao Zhizhong. “Mainland China has a trillion-yuan liquor market filled with both opportunities and challenges. We are committed to preserving the cultural heritage of Kinmen Liquor while continuously innovating in brand development.”

In terms of product innovation, Kinmen Liquor takes a localized approach and starts from the actual regional market, tailoring differentiated products in collaboration with distributors to bring freshness to consumers. In its pursuit of brand rejuvenation, the company has also embraced creative crossovers. For example, they have blended Kinmen Kaoliang Liquor into cocktails popular with the young generation. At the end of 2024, the Kinmen Liquor Factory collaborated with the renowned Taiwan lyricist Fang Wenshan to create a unique product, the "Misty Blue Porcelain," a porcelain-inspired edition of Kinmen Kaoliang Liquor.

Brewing in Xiamen as a Signature Liquor

Thriving on the Mainland as a Bridge That’s Secure.

By the end of 2023, Kinmen Kaoliang Liquor was selected as one of the first "Xiamen Time-Honored Brands", and has also been awarded the title of "Fujian Time-Honored Brand". Zhao said, "This recognition stems from three key reasons: Firstly, the long history and deep brand heritage of Kinmen Liquor; Secondly, the outstanding reputation and the exceptional traditional distillation process of 'three highs, two lows, and one turnover', which has withstood the test of time; Thirdly, the 'Xiamen element.' Kinmen Liquor has taken root in Xiamen and cultivated deep in the Fujian market for 21 years, becoming, in every sense, a true ‘Xiamen liquor’ and a celebrated Fujian spirit, which is also a recognition and trust from our consumers."

The integration and development of time-honored brands

is a microcosm of the depth of cross-strait economic and trade integration.

He stated that the Kinmen Liquor Factory will take this honor as motivation to further optimize its marketing network, allowing more consumers to understand and love Kinmen Liquor. “This February, we held a licensing ceremony for our general distributor in the mainland, right here in Xiamen, choosing this city as our strategic gateway for expanding in the mainland liquor market. Going forward, Kinmen Kaoliang will continue to shoulder its social responsibility, engage in public welfare initiatives, and live up to the responsibilities expected of a ‘time-honored brand.’”