Brand Outlook: Berry's Temperament In China and even the world, drinking high-grade red wine is no longer just about tasting excellent red wine. Distinguished status, long-standing wine culture, supporting drinking places and drinking objects are branded with specific cultural symbols. In modern society, the refinement, refinement and taste of life also put forward higher requirements for commodities. Consumers pursue not only the practical attributes of goods, but also the "cultural value" or "exquisite symbol" value carried by buying such goods. Consumers' purchase behavior shows their recognition and worship of this value, and often consumers themselves are the practitioners of this "cultural value". "Exquisite symbolic" goods have a fundamental feature: the "cultural value" of goods is difficult to be replaced because of its uniqueness, while the "functional value" of goods is easy to be replaced. For example, Patek Philippe watches have exquisite symbols such as "Top", "Precision", "Exquisite" and "Perfect", which are difficult to be replaced, while Patek Philippe's "Timekeeping" function can be replaced by a mobile phone. For example, Harvard University, many universities in the United States rank higher than the corresponding majors of Harvard University. From the perspective of children's education and future development, "choosing a major is better than choosing a school" seems to be a truth that parents should understand, but in fact, people will still yearn for the name Harvard, which is the charm of a "exquisite symbol" commodity, and everyone has bought this "exquisite symbol". What does plainsong rely on to carry a "fine product"? Of course, it depends on its "cultural value". "Bailisheng", as the first plant formula dry red approved by the State Administration of Pharmaceutical Products, is a new product of functional wine with three unique "cultural values". First of all, Bailisheng embodies the extraordinary integration of European wine and Chinese herbal medicine. 280 years ago, appointed by the Holy See, Giuseppe Da Costa (1679- 1747, a famous surgeon and pharmacist), an Italian Jesuit monk, and Lang Shining, a famous court painter, came to China in the same boat to see Emperor Kangxi. Giuseppe Da Costa was named "Walking in the Palace" and became a royal doctor. During his medical career in China for more than 30 years, Giuseppe Da Costa not only gained profound knowledge of Chinese herbal medicine from his colleagues in Taiyuan Hospital, but also constantly practiced superb surgical techniques, winning the respect of the royal family and dignitaries. According to the records of the Qing Dynasty in the First Historical Archives of China, on July 6th in the 11th year of Yongzheng (1733), Luo Huaizhong, a foreign doctor, presented Yong Zhengdi with three recipes of "western wine", namely "Rose Mary Nuo wine", "cinnamon wine" and "peach kernel wine". According to historical research, in the early years of Yongzheng, the Qing government strictly controlled missionary activities, but western skills and all kinds of novelty were still favored by the Qing royal family and dignitaries, and the western wine obsessed by Emperor Kangxi was still a luxury fashion in the upper class. Since the eighth year of Yongzheng, Yong Zhengdi's obsession with "Tao" has become more intense, and the alchemy activities of Taoist priests appointed by Yuanmingyuan are somewhat possessed. Giuseppe Da Costa, who shouldered missionary mission and played the role of a foreign doctor in Imperial Hospital, was undoubtedly suffering. He hoped to find a way to please the Qing emperor in order to obtain a relaxed missionary space. He also saw that the illusory and potentially harmful "Dan medicine" was eroding Yongzheng's body. This double entanglement may be the direct cause of Giuseppe Da Costa's creation of plant formula wine. Giuseppe Da Costa has the experimental spirit of a missionary. Maybe he knows the brewing technology of wine. The tradition of western learning paying attention to experiments and his own experience as a pharmacist became the theoretical and practical basis for his integration of oriental herbs into wine. He created the first health grape wine, which is the first work of China health wine. Today's "Bailisheng" carries the spirit of the wine prepared by Brother Luo Huai, learning from the past and the present and bringing forth the new. It can be said that Bailisheng inherits the product meaning of "a hundred herbs are good for health and great harmony", which is a wonderful fusion of eastern and western health cultures. Second, "bailisheng" is saturated with the long-standing health culture in the East. A very important idea of oriental philosophy is the harmonious coexistence between man and nature. China's traditional Chinese medicine culture is a concise product of the harmonious coexistence between man and nature. Doctors in China seek solutions to human diseases from nature. The pharmacological and botanical characteristics of Bailisheng prescription conform to the theory and practice of traditional Chinese medicine for thousands of years. With the help of the warm characteristics of wine, the essence of herbal plants can reach all parts of the body and play a health-preserving role of "replenishing qi and blood, nourishing liver and kidney, and dredging the five meridians". Therefore, "white" pursues a complementary, harmonious, balanced and energetic life state. Third, "white" symbolizes the pursuit of perfection. Catholic monks in medieval Europe used their tongues to taste and identify the soil of vineyards in order to obtain high-quality wine. In China, in order to understand the pharmacology and medicinal properties of plants, Shennong risked his life to taste all kinds of herbs in Ceng Yong. In the pursuit of "perfection" and truth, East and West are consistent. This scientific spirit of daring to explore the truth has been inherited and fully reflected in the technical research and quality assurance of products by Bailisheng team. This pursuit of perfection has made Bailisheng soft and mellow taste and excellent efficacy. Belle Sheng inherits the royal products and is committed to the perfect integration of wine culture and Chinese medicine culture to create high-end health products. Belle's temperament is an "exquisite symbol of life". The value of bailisheng can be summarized in three sentences: the spiritual pursuit of harmony; Persistent pursuit of quality; The pursuit of a healthy life. In other words, the harmony of culture, quality and life makes Baili a symbol of "the beauty of harmony", which is also the spiritual connotation of "a hundred herbs benefit life and a great harmony". The beautiful Susong Bailisheng is the king of health wine. The rich aroma of grape fruits and herbs in cellar delights consumers' taste buds, improves the health care effect of health preservation and promotes consumers' health. The harmonious cultural implication of belle's life and beauty conveys the pursuit of healthy and elegant life, moistens consumers' hearts and accompanies their life journey. In the ruby-like crystal liquid, there is a romantic eulogy in the book of songs, "Spring wine is for this, and longevity is an eyebrow"; The general feelings of foreign doctors and missionaries in Qing dynasty flowed; Taste the philosophy of life of "harmony, beauty and goodness"; Enlightened the realm of Confucianism, Buddhism and Taoism "diligence and benefit, modesty and health, holiness and purity". Susong, a health wine, communicates with consumers not only products, but also culture. The moral of Bailisheng is the oriental heritage, the western spirit, the blending of East and West, and the royal atmosphere. Bai's oriental heritage is Confucianism, Buddhism and Taoism; Western spirit is scientific exploration; The blending of East and West is harmony and goodness; Royal weather is the supreme taste; Baili Shengren is trying to build a broader and multi-channel platform for wine culture exchange, and integrate the extraordinary health wine culture into the quality life of China people. China Health Wine Genesis Dream Illuminates the Distant 1620 In Plymouth, England, when a three-masted ship named "Mayflower" sailed for the vast Atlantic Ocean, the hearts of the Puritans on board 102 were filled with melancholy of leaving their motherland and hometown. They don't know what fate awaits them in the distance, and they don't know that a country called America has been outlined in their future voyage. 65,438+000 years after may flower left Plymouth, two Italian youths sent to China by European Catholic Jesuits set sail for China with extraordinary mission and dreams. At that time, China was vast, populous and prosperous. Kangxi, known as the emperor of the ages, manages an enviable eastern world, and seems to lack everything except God's salvation. Giuseppe Da Costa (1679- 1747) is an excellent surgeon and pharmacist in Naples. He and the famous painter Lang Shining (1688- 1766) are both Italian countrymen, and both are first-class talents carefully selected by the Roman church. Kangxi left Europe in the fifty-third year (17 14), arrived in India in August of the same year, and left India in April of the fifty-fourth year of Kangxi. After several months' sea voyage, he arrived in Macau on July 19th in the fifty-fourth year of Kangxi (17 15). They will directly serve the royal family of China. As devout Catholic monks, they are eager to influence Emperor Kangxi and the upper class with their own skills and let the light of God shine on this magical land. In that case, they have completed an infinite sacred work, which will undoubtedly sweep away all the hardships of sailing and inspire their sacred feelings to complete their mission. Special Identity and Status Since the late Ming and early Qing Dynasties, a large number of missionaries have entered China, bringing advanced European civilizations such as calendar, astronomy, arithmetic, music, painting and medicine to China. Emperor Kangxi personally contacted western medicine twice, which fascinated him and made him show great interest in western medicine. First, the quinine medicine provided by missionary Hong Ruohan cured Kangxi's malaria; Second, the advanced wine of missionary Rhodes cured Kangxi's serious "palpitation"; Emperor Kangxi reused western missionaries, which was more practical knowledge and skills than before. Kangxi even asked Ferdinand ferdinand verbiest, a famous Jesuit monk, to recommend people who are proficient in medical skills. It is in this situation that European Catholic Jesuits believe that sending missionary doctors may help to carry out missionary work. It is against this background that Giuseppe Da Costa came to China. On August 16th, the fifty-fourth year of Kangxi, Lynn Yang, the governor of Guangdong, sent a telegram to the emperor and ordered: "Westerners rushed to Beijing." Therefore, Giuseppe Da Costa and Lang Shining were the talents that Emperor Kangxi eagerly expected. They were reused as soon as they arrived in Beijing. Lang Shining became a royal painter, and Giuseppe Da Costa entered the imperial hospital and was chartered to "walk in the palace". Kangxi's courtesy to them even far exceeded those gifted scholars with "outstanding fame and fortune" in the imperial examination. Even if they are top scholars, I'm afraid they don't have much chance to meet the holy family. The extraordinary personality of an ordinary foreign doctor Kangxi came to China in the 54th year (17 15) and died in January in the 12th year of Qianlong (1747). Giuseppe Da Costa stayed in China for 32 years. When he arrived in China, he was 36 years old. It can be said that he devoted his whole life to China. According to historical records, he "lived a pure life and had excellent medical skills" ... he lived in Beijing for 30 years and kept trying his best to teach foreigners. "North Korea's princes and ministers respect Giuseppe Da Costa very much, and ask him for a diagnosis as long as he is ill. When he is well, give him money to buy the medicine he needs. Giuseppe Da Costa himself is still embarrassed to inquire. He only accepts these gifts occasionally for fear that others will be unhappy. Giuseppe Da Costa can "walk in the palace", mainly serving the royal family, but he also associates with princes and nobles at ordinary times. He found a Manchu document in a library in Rome, Italy, which recorded in detail his diagnosis and treatment of Yun Si, the eighth son of Kangxi. Giuseppe Da Costa also set up a clinic in Beijing to treat ordinary people. People who look down on the sick are free, and sometimes they send money and things to patients. He did this on the condition that he encouraged people to believe in God so that their souls could be saved. He preached by saving lives and actually realized his own beliefs. From this point, we can feel his sincerity and the painstaking efforts of a devout monk. After years of experience in Thai hospital, he accepted the culture of traditional Chinese medicine, and his superb medical skills won the trust of the royal family. During his 32 years in China, he was a very respected man. Giuseppe Da Costa contracted canker disease while treating others. Six months later, he died in Beijing. When he died, the funeral standard was very high: Emperor Qianlong gave 220 pieces of buried silver. According to historical records, "most poor people cry for illness." The situation has changed, how to "be more heroic"? At the end of Kangxi, because the church refused to follow the "localization" mode of Matteo Ricci's missionary work in China, and refused to continue the "etiquette" such as China's ancestor worship in missionary activities, the "etiquette dispute" between the Qing court and the Roman church broke down, and missionary activities in China began to be greatly restricted. The upper class of the Qing court paid more attention to the scientific skills of westerners. "Xu foreigners believe in religion and are not allowed to preach; It is a common idea to treat missionaries with the attitude of worshipping foreign things and obsessing foreign countries and staying in China. In the first year of Yongzheng, Yongzheng ascended the throne and launched large-scale anti-foreign missionary activities. Yong Zhengdi began to exercise stricter missionary control than Kangxi. Since Matteo Ricci came to China to give lectures at the end of the Ming Dynasty, the inheritance of nearly 200 years has been gradually shrinking, which cannot but be said to be the biggest illness of the central leaders of Luohuai. Giuseppe Da Costa, who shoulders the mission of the Vatican, is worried. Since the eighth year of Yongzheng, Yong Zhengdi has been obsessed with monasticism in order to "preserve health and prolong life". He used Taoist alchemy in Yuanmingyuan and took elixir for a long time, which led to Yongzheng's poor health. Giuseppe Da Costa, who believed in God and received strict medical training, seemed absurd and illusory. Giuseppe Da Costa, who walks around the hospital every day, can't be unaware of the dangers of various precious metals used in alchemy. As the "foreign minister" of Yongzheng, Giuseppe Da Costa understood that he was worried about Yongzheng's absurd behavior. To save the missionary cause, we need a great opportunity to please Yongzheng directly, so that it is possible to grant more relaxed missionary space; To save Yong Zhengdi's Eucharist, we must start with medicine and recuperate the emperor's wasted body. In the face of Yongzheng, who has always been conceited and almost possessed, perhaps only the reason of "keeping fit and continuing life" can interest the emperor. In the 11th year of Yongzheng, history gave Giuseppe Da Costa an opportunity, and Luo Huai, a foreign doctor, made bold innovations. On July 6th, 11th year of Yongzheng (1733), Giuseppe Da Costa presented Yong Zhengdi with three prescriptions of "western wine". The three kinds of wines formulated by plants are "Rose Mary wine", "Cinnamon wine" and "Peach blossom wine". Giuseppe Da Costa explained in detail the herbal usage of these plant-formulated wines in his notes. This year, it happened that Yongzheng died for two years. This is worth pondering, and the preparation of plant formula health wine is a very big challenge. First, the traditional Chinese medicine soaked in wine is different from the traditional Chinese medicine soaked in liquor, and it is easy to deteriorate; Second, the preparation needs certain technology. Giuseppe Da Costa, a western doctor and pharmacist, has the literacy of scientific experiments. Perhaps this is the basis of his courage to innovate. It is also possible that missionary Giuseppe Da Costa brewed a little wine, which is related to the tradition that many delicious wines in Europe were brewed by church monks. Third, Yong Zhengdi has a high grade, and the prepared plant formula wine must be fine in order to win the joy of the holy family; Then, let's analyze the historical conditions of preparing health wine in Giuseppe Da Costa one by one. The idea that wine is considered to have a good health preserving function has long been widely publicized by Emperor Kangxi. In the forty-eighth year of Kangxi (1709), 1 25th, Kangxi affirmed that missionaries were loyal to the king and served the Qing court by commending westerners for offering wine. According to the imperial edict, some westerners, such as Ferdinand ferdinand verbiest, advised him to introduce wine: "Western top-grade wine is a great tonic. Drinking it in old age is like the power of a baby taking human milk. Begging me to come here will be good. I know from his sincerity that I am playing right. Drinking wine several times a day is very beneficial, and I also drink food, even several times a day. I'm safe. I love you, so I have to tell you. "Kangxi was addicted to wine, even to the point of issuing a decree to levy wine nationwide. Missionaries got the news that they were most eager for the emperor to accept the church; Provincial officials dare not neglect this good opportunity to communicate with the emperor. For a time, wine was a rare treasure and became the new favorite of the royal family. In just over a month in the forty-eighth year of Kangxi, only Jiangsu and Zhejiang missionaries paid tribute to Emperor Kangxi 100 bottles, and more tribute was paid later. Kangxi's obsession with wine undoubtedly had a far-reaching impact on the royal family, dignitaries and other upper classes in the Qing Dynasty. Foreign wine became a symbol of exquisite and noble life in that era. If Emperor Kangxi praised wine, Yong Zhengdi would remember it vividly; Giuseppe Da Costa, a foreign doctor, also knows this. Giuseppe Da Costa has a background in Chinese and western medicine. According to the Biography of Jesuits in China written by Freich, a Frenchman, Luo Huaizhong studied pharmacy with a good teacher when he was a teenager, so he is no stranger to the nature of medicinal plants. Walking in the imperial pharmacy for nearly 20 years, Tai Hospital is very rich, bearing thousands of years of medical literature and herbal practice, further expanding the understanding and recognition of Chinese medicine; In Europe, Giuseppe Da Costa, surgeons are considered to have received first-class scientific training. Therefore, Giuseppe Da Costa, who is proficient in medicine and pharmacy and has the concept of experimental science, is going to invent plant-formulated health wine and prepare herbal tonic wine with western wine. This is a rigorous and prudent experiment, which embodies Giuseppe Da Costa's spirit of scientific exploration. It is possible for Giuseppe Da Costa to master the brewing technology. Religion in Europe is closely related to wine. Traditionally, Catholic monks are the best winemakers in Europe. Catholic Cistercian monks decide which grapes to plant by tasting the soil in the vineyard. In medieval Europe, the best wines were kept in underground cellars of Catholic monasteries. From this perspective, it is possible for missionary Giuseppe Da Costa to master some brewing techniques, which is a very important premise. Because of his faith, Giuseppe Da Costa is in charge of this experiment. Giuseppe Da Costa is a doctor in Imperial Hospital, and his position is very special. If the doctor makes any mistakes, he will be reprimanded or severely punished. If you don't prepare the medicine according to the original prescription, don't know the taste and weight of the medicine name, or take it open, it will be considered as "disrespect" From conception, material selection, formula and preparation to the color of finished products, Luo Huai should be meticulous and meticulous. The plant wine made by Giuseppe Da Costa for Yong Zhengdi must have undergone rigorous and repeated experiments, because it must be a fine product, only a fine product. According to Luo Huai, this pioneering work is also related to missionary work. Giuseppe Da Costa faced a wizard emperor with a high taste in life. Nan once commented on Yongzheng: "Writing poetry is no less than any academician's bachelor, and talking about Zen is no less than Yong Zhengdi, the Zen master. "Giuseppe Da Costa, who has been with Yong Zhengdi for more than ten years, knows this. The health wine he brewed must reflect the supreme taste of royal meteorology; The glory of history is the anecdote of health wine submerged in the long river of history. Traditional Chinese medicine in China uses white wine to make wine, but Giuseppe Da Costa has created a new method to make health wine with plant formula. This event happened in the Qing court 280 years ago, which is undoubtedly an interesting but greatly neglected event in China's missionary history, the history of Chinese and Western medical exchanges and the history of health preservation culture. It can be said that Luo Huaizhong's health wine is the product of the blending of oriental tradition and western spirit. This oriental heritage is the healthy heritage of TCM, while the western spirit is Giuseppe Da Costa's rigorous scientific exploration spirit. The blending of the East and the West has made a harmonious but different new product, not only the harmony of wine and Chinese herbal medicine, but also the strong humanistic feelings as the universal feelings of the "foreign minister"; This historical tide worth pondering has not changed the fate of Yongzheng, nor has a miracle similar to that in which a former missionary presented foreign wine to cure Emperor Kangxi's severe "palpitation" appeared. However, this innovative experiment with historical significance has quietly created a precedent for health wine in China. The intimate blending of wine culture and traditional Chinese medicine culture, and the integration of Chinese and western medicine are historic and wonderful. In the 11th year of Yongzheng (1733), Giuseppe Da Costa completed his cultural integration, which was his most important achievement in China.