NEW YORK, Jan. 28, 2017 /PRNewswire/ -- With Chinese Lunar New Year just around the corner, Sichuan Jiannanchun Group Co., Ltd. (JNC), one of the three leading liquor manufacturers in China, has chosen a unique approach to sending out its annual Lunar New Year message. The spirit producer's message is appearing on one of the large billboards overlooking New York's Times Square, wishing members of Chinese communities all over the world the best for the coming year while showcasing a quintessential element of Chinese culture.
JNC, an enterprise with over 1,500 years of history, was listed in records that date back to the reign of Emperor Dezong during the Later Tang Dynasty period (May 27, 742 to February 25, 805) as an imperial liquor of that dynasty, and is currently the only well-known Chinese liquor brand that can boast of such a historical lineage. JNC's unique brewing process that has remained unchanged for more than a millennium, combined with the brand's similarly venerable fermentation process in age-old cellars, creates a taste profile that is described as having a "strong, rich fragrance, a pure and sweet flavor and a refreshing yet lingering taste," enabling the brand to stand out from its peers in the industry.
JNC is now ranked second in the Chinese liquor industry in terms of production and the size of its storage facilities, and has received a number of honors, including being named as one of the three most reputable Chinese liquor brands and as a model that delivers value in the high-end liquor market. In addition, JNC is the third biggest liquor brand in China in terms of visibility and stature, following Moutai and Wuliangye. JNC's long history as an imperial liquor of the Tang Dynasty, Moutai's purity and water quality, and the quintessential elements of Wuliangye's grain brewing process come together to define the characteristics of Chinese high-end liquors. The three Chinese liquor manufacturers have always led the development of the industry. Through its appearance on a Times Square billboard, JNC is sending Lunar New Year greetings to Chinese people around the world while defining its position as a leading Chinese liquor brand.
The decision to deliver a message to the world through an appearance on a billboard overlooking the world's most famous square is just one small step in JNC's approach to expanding beyond the borders of its home market. Early in 2003, JNC teamed up with international liquor giants, France-based Hennessy and Sweden-based V&S, in a move to expand its footprint into more than 60 countries and regions. The group invited former US president Bill Clinton to visit its manufacturing plant. JNC also visited Japan, South Korea, France and Athens, Greece, where it staged performances of the drama Grand Chapters of the Great Tang Dynasty. Over the most recent two years, the brand has made appearances in two Hollywood films, The Amazing Spider-Man 2 and Transformers 4, significantly increasing exposure and improving its international visibility.
Without doubt, JNC is one of China's earliest pioneers, and the choice to appear above Times Square is a reflection of the continuation of that pioneering tradition. The move further reflects the confidence that the brand holds in its brewing process' more than a thousand years of experience and tradition. The brand feels both proud and honored to be able to draw the public's attention to liquor's heritage and to the traditions behind that heritage. JNC, building on the its roots that extend back more than a millennium to a key period of the Tang Dynasty, is expected to experience a new round of explosive growth.
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