At present, there are only two burning houses in Maotai Town: Ronghe and Cheng Yi. Fahrenheit changed the establishment of "Chengdu-Chongqing Burning House" to "Cheng Yi" to expand production, with an annual output of only 1.500-2.500 kg, which is mainly sold in Maotai, and a small amount is shipped to Guiyang, all of which are distributed by Yan Hao. The owner of "Ronghe Burning House" pays little attention to production and the output is very low. The main seller is Maotai, which is rarely shipped to other places. At that time, Guizhou's economy was very backward and its social purchasing power was very low. Maotai liquor is more expensive, with a price of 4 2 yuan cents per kilogram, which is 5-6 times more expensive than ordinary kaoliang liquor. Therefore, consumers are mainly wealthy businessmen dajia and dignitaries. At that time, Moutai was generally not packaged in small bottles, but was repackaged in large wine cans with a capacity of 30-50 kg. In the past, businessmen often bought 50- 100 kg and then shipped it to Chongqing, Gu Lin or Guizhou. Due to the limited output and sales, the competition between the two houses is not outstanding, and the highest annual output is only about 5000 kg.
2. The Panama World Expo/KOOC-0/9/KOOC-0/5 won the prize in War of Resistance against Japanese Aggression/KOOC-0/937.
During this period, Guizhou was ruled by warlords and suffered years of civil war, but the production and marketing scope of Moutai was expanding day by day. 19 15 Moutai won the international prize and became a world famous wine. Its reputation spread far and wide, and its sales increased greatly, which stimulated the two burning houses to expand production. Moutai won the "Grand Prize" in 1930 Guizhou Industrial Exhibition and 1935 Southwest Provincial Materials Exhibition, which further expanded its influence and sales scope. At that time, warlords, bureaucrats and wealthy businessmen in Guizhou used Moutai as banquets and social gifts. 1924-1925 when Zhou Xicheng was a member of the military affairs Committee of Guizhou, he bought Moutai as a gift for Guiyang and Beijing. When he became governor, he even used Moutai for political exchanges, sending thousands of bottles to the Nanjing government and military and political dignitaries in neighboring Sichuan, Guangxi and Guangdong every year. Therefore, at that time, there was a picture hanging on the wall in the tabloids: "The domestic policy is that all officials are Tongzi (Zhou Xicheng and his subordinates are Tongyou catalpa) and diplomatic etiquette is no wine."
Since the opening of Sichuan-Guizhou, Sichuan-Yunnan and Guizhou-Guangxi highways, the links between Guizhou and other provinces have been strengthened, which is very beneficial to the transportation and marketing of Moutai and the market has expanded rapidly. Ronghe and Cheng Yi pay more attention to wine production and actively expand the scale. "Cheng Yi" fully uses 12 pit, and the annual output increases to about 15000 kg; Ronghe's pits have increased from 2 to 4, with an annual output of more than 5,000 kilograms. At the same time, Zhou Bingheng built the "Heng Chang Burning House" in Maotai, with an annual output of about 5,000 kilograms. The annual output of the three burning houses is more than 25,000 kilograms, which is five times that of 1, 9 15. The sales area of Moutai has changed a lot compared with before. The main sales area of "Cheng Yi Burning House" was transferred to Guiyang, and the main sales area of "Ronghe Burning House" was expanded to Chongqing, and a firm was entrusted to sell it in Zunyi. "Heng Chang Shaofang" has less capital and low output, and the quality of liquor is not as good as that of "Cheng Yi" and "Ronghe". Because there is no market in Maotai, we have to transport the wine to Guizhou and sell it directly to the businessmen we know. At this time, the price of Moutai has risen from silver dollar per kilogram 1.4- 1.6 to silver dollar 2, and the liquor in Heng Chang has been sold to about silver dollar per kilogram 1- 1.2. Since 19 15, the packaging of Moutai has also been improved. In the early years of the Republic of China, wine was filled in purple pottery round cans, and 500 grams were packed in small packages. The trademark is printed in black mahogany, indicating that Gan Shaofang has returned to the gauze cap wine. The words "authentic, childlike" are printed on the left and right sides of the word "Shaofang". The bottle mouth is sealed with pig urine foam skin, which is easy to be damaged. In the 15th year of the Republic of China (1926), Zhou Xicheng, a warlord, took charge of the Guizhou government and ordered a large number of Moutai as an exchange gift. Cheng Yi Herong and Two Burning Houses broke the conventional packaging and changed to cylindrical small-mouth pottery bottles which are convenient for shipment, and their shapes are more beautiful than round bottles.
A set of Taoist paper lithographs with the trademark changed to blue on a white background is divided into three pieces and pasted on the front, back and bottle mouth respectively. Ears of wheat are printed on both sides of the front, with the words "back to sand and nine hairs" in the middle. On the back, it explains how Moutai won the gold medal at the Panama World Expo, and the poem "Wine is the crown of the country" is added to "Burning House in Cheng Yi".
Third, the War of Resistance against Japanese Aggression period.
During the period of War of Resistance against Japanese Aggression, Guizhou became the rear area of the motherland, Chongqing became the training capital of the Kuomintang government, and industrial and commercial enterprises all over the country moved southward in succession. The industry and commerce in Guiyang and Chongqing present a prosperous scene. The soaring demand for Moutai has prompted the three burning houses to continue to expand production. "Cheng Yi Burning House" was rebuilt after 1944 fire. The number of wine cellars increased from 12 to 18, and the output reached about 2 1000 kg in 1947. At this time, "Ronghe Burning House" added two large pits, with an annual output of more than 7,000 kilograms. "Hengxing Burning House" has 17 cellars, with an annual output of 32,500 Jin, exceeding that of "Cheng Yi" and "Ronghe". The annual output of Sanshaofang is about 60 thousand kilograms, which has become the heyday of Moutai production.
During this period, the main sales points of "Cheng Yi" and "Hengxing" were in Guiyang, and the competition was fierce. "Hengxing Burning House" has set up three sales offices in Guiyang. With the advantages of sufficient funds, large output and small profits but quick turnover, it competes with Cheng Yi for the market. For example, use festivals to advertise in newspapers, and use the advertising slogan of "buy one get one free" to expand sales. "Cheng Yi Burning House" is not to be outdone, relying on its own time-honored brand and "cellar wine alcohol" brand, maintaining its dominant position. "Ronghe" was originally mainly sold in Chongqing. At this time, it opened the market in Guiyang and entrusted "Xinsheng Paper" to sell it in the form of commission.
Four, after the victory of War of Resistance against Japanese Aggression to Guizhou liberation.
After War of Resistance against Japanese Aggression's victory, Lai Yongchu renamed "Stellar Burning House" as "Laimao" to enhance the image of "Stellar" in the eyes of consumers. At the same time, 200,000-300,000 sets of trademarks were printed in Shanghai, which is even more magnificent than "Cheng Yi" and "Ronghe". In view of the trademarks of "Cheng Yi" and "Centennial Old Pit", Lai Maote marked "Brewed by the latest scientific method" on the trademarks. "Cheng Yi" Winery flaunts the traditional characteristics of "Hua Mao", and the price of wine stays above that of Laimao, which shows that the quality of Hua Mao is higher than that of Laimao. Lai Mao raised the price, so did Hua Mao. At one time, there was a strange phenomenon of Moutai competing to raise prices. At that time, people used to call the wine produced by Ronghe Burning House "Elvis Presley", so there were three kinds of Moutai wines in the market: Elvis Presley, Hua Mao and Laimao.
1946, Lai Yongchu established Yongxing Company in Shanghai, and sold Laimao 10000 kg successively, and used firms in Chongqing, Hankou, Guangzhou and Changsha to promote Laimao. Chengyi Huamao is also distributed by Wentong Bookstore in Shanghai, Changsha, Guangzhou and Chongqing. Ronghe Elvis takes Daoxiang Village as the sales point in Chongqing and Guiyang.
1945 Moutai was exported to hongkong after War of Resistance against Japanese Aggression's victory. Lai Mao, the "Hengxing Burning House" at that time, tried to sell it in Hong Kong, but it was quickly snapped up because of the small quantity.
During the prosperity of Moutai, bureaucratic capitalists tried to use their political privileges and economic strength to intervene in the production of Moutai. He, then director of the construction department of Guizhou provincial government, wanted to merge wineries many times through his mastery of Guizhou enterprise companies and the use of his wife Fahrenheit and Chinese music. China never gave in. After the failure of the merger policy, he tried his best to crowd out the enterprises run by China people. He tried to buy Wentong Bookstore in Guiyang with 20,000 silver dollars. To this end, HuaWenQu sent hundreds of bottles of Moutai to He (his third brother) through Mr. Lv Xinmin, asking him to help dissuade He from buying it. He accepted the gift and got involved in it, but he gave up the idea of buying and selling. However, from time to time, obstacles are set up in other aspects, which makes other Chinese-funded enterprises in Guiyang in trouble. Therefore, it also affected the further development of Moutai production.
1949 On the eve of the liberation of Guizhou, there were 4/kloc-0 pits in the three burning houses, including 6 "Cheng Yi" 18, "Ronghe" and 7 "Hengxing" 17, with an annual output of about 60,000 kilograms of Moutai. There are 5 retort pouch baked by the three companies, including 2 "Cheng Yi", 2 "Hengguang" and "Ronghe" 1 piece. Stone mill 1 1, Cheng Yi, Hengyi 4, Ronghe 3. 36 mules and horses, Cheng Yi 15, Ronghe 9, Hengxing 12.
Because Moutai sells well and has high profits, many capitalists are imitating Moutai. Rongchang Winery in Taihe Village, Guiyang, Jiyi Winery in Longkeng Farm, Zunyi, and Erlangtan Winery in Gu Lin, Jiachuan all went to Maotai to invite winemakers and even buy distillers' grains in an attempt to imitate them. After the victory of the Anti-Japanese War, there were more imitators, such as the so-called "Golden Hair", "Ding Mao" and "Elvis Presley" in Guiyang. But none of them succeeded. "Rongchang" and "Jiyi" both collapsed. Jinmao, Elvis Presley and Dingmao no longer exist, only Erlangtan Winery continued to produce and changed its name to Langjiu.