The Research Of Alcohol Industry Development And Social Cultural Changes In Modern China

The archaeological discoveries and literatures showed that the Chinese alcohol history could be traced back to about 8000 years ago. As early as the 5000 B.C., the Chinese ancient people had acquired the perfect relevant knowledge of brewing along with the drinking etiquette. Over years, grain became the main raw material for alcohol production,which presented a threat to the countries’ food security measures. Alcohol played a very important role in the development of agricultural in China and in social occasions such as worship, funeral, marriage, festivals and in the daily lives of Chinese. The development of alcohol industry demands for more grain and presents a possible threat of food scarcity which may result into famine since the large population of China. Bearing that in mind along with the past experiences, the government considers imposing restrictions on the development of alcohol industry to avoid a repeat of the past situation. During thousands of years of Chinese alcohol history, each dynasty has almost attempted to impose measures on alcohol production always with an intention of avoiding a possible food crisis. In traditional Chinese culture, drinking is socially embraced and it’s considered to be less of a social problem. However, excessive drinking can be regarded as defective to personal moral cultivation and cause a series of personal alcohol related problems. Until the late 1980 s, there has been a significant change in the Chinese society, a rapid development of Chinese alcohol industry, and a sharp rise in alcohol related problems such as alcoholism, alcohol intoxication, increased road accidents due to drinking-driving which aroused the concern of researchers. Within the strong growth of interest in traditional culture, alcoholic beverage culture as a very important part in Chinese traditional culture. It has been enormously researched and has attracted a lot of people’s attention. However, in the current study has showed that neither the history of alcohol making nor alcoholic beverage culture have been used as a dynamic process in development of the Chinese alcohol beverage industry and culture. Mostly they seem to remain in the static and synchronic description. Modern China has experienced in a dramatic change of social-culture which has formed an important status in the development of Chinese history. Consequently, the alcoholic beverage industry and culture have caused some new changes in modern China. For example, the massive input of foreign alcoholic beverage, the widespread consumptions of beer, wine, and other new-style drinks, as well as the change of national alcohol management system etc. All issues are very worthy of further study.This paper applied the historical methodologies and attempted to show the situation of production, distribution and consumption in modern China. Summarizing the achievements in technology of modern alcohol production and scientific understanding of healthy drinking, further study of the modern alcohol tax system and its change, analyzes the development of the Kweichow Moutai in modern China, then provide a case for better understand alcohol industry development and the social culture. Besides the introduction and conclusion, this paper is composed by seven chapters and mainly discusses the following issues:First, the development of traditional alcohol industry in modern China. In this chapter, the traditional alcohol industry refers to a long history of rice wine and spirit brewing industry. After thousand years of development, the traditional alcohol industry has formed into typical and regional characteristics. For instance, in northern China, brewing method is based on spirit made from sorghum and other materials. Whereas in the south, brewers technically have given priority to rice wine and spirit made from rice. The southwest, northwest and other places have given priority to grains spirit. In technology terms, whether rice wine or liquor brewing is growing gradually to be mature, there is no any differences with today technology in some extent.Second, the inport of the foreign alcohol and the development of new-style alcohol industry. In modern China, due to the globalization under the unequal treaties condition, foreigners have seized all the powers in trade market, therefore the influx of foreign alcohol and other goods have began to input China. This has led into two important aspects. First, there is a directed change in a type of Chinese alcohol consumption structure and there are abundant of varieties of alcoholic beverage. Second, there are stimulation of new brewery industries, such as wine, beer, which have arisen into Chinese market. They have changed the structure of the modern alcohol industry.Third, changes of the alcohol production, distribution and consumption. Modern China gave much more focus on hard liquor production in small workshop, but has also started to transform into corporations. Although they are not a majority in number, these alcohol corporations represent a new development direction, and have the vital significance. The capital scale, efficiency, cost, profit, workers and salary in modern alcohol industry are also concerns. At the same time, the modern alcohol distribution, marketing, advertising, brand promotion and brand protections have some new changes. In terms of alcohol consumption, the place and drinking culture combines ideas of both Chinese and western, old and new.Fourth, the change in the scientific understanding of alcohol. There are mainly is reflected in brewing technology and health-conscious drinking. Alcohol making technology firstly embodies the establishment of specialized research institutions and research personnel emerging constantly, and formed a special group in research on fermentation and brewing sciences. Emerging a batch of high value, academic of scientific research as well, allowing alcohol knowledge began to spread and popularize to the public. During this period, people began to pay attention close to the relationship between alcohol and health from the perspective of modern science. People also start to realize that alcohol has a significant influence on drinker’s body, behavior and morals, so a strong emphasis was made on healthy drinking.Fifth, changes to the modern alcohol tax system. In the end of the Qing dynasty, the expenditures were enormous yet the financial income was lower than ever. The government tried to open up new resources of taxes while maintaining the old ones and continued changing in response to the trend of the times, the reform of the alcohol tax from the Likin system to the alcohol and tobacco-taxation reflected this development process. In 1915, the Beijing National Government transformed the alcohol management guidelines into a national policy. A series of laws and regulations were instituted, the tax system was redesigned and aligned with the national financial revenue and the budget expenditure system. At the same time, the government reformed the existing alcohol tax rate and tax system, adopted a sale system similar to the monopoly sale imposed on tobacco and alcohol license tax which like other business taxes have strengthened the management of alcohol production and distribution. In 1927, the Kuomintang reformed the alcohol management system. It began to collect a domestic alcohol fixed tax in 1933 and domestic tobacco and alcohol taxes in 1941. In the 1930 s and 1940 s, because of famine, the government practiced varying degrees of prohibition in different areas.Sixth, case study to the development of modern alcohol industry and changes of social culture. Modern era is an important period in the development of Kweichow Moutai, with raw materials, equipments and brewing technology remaining much the same as it has for centuries and the fermentation, distillation and aging process has changed very little even today. The Moutai has broken out of its traditional to be available across China, and was regarded as the finest liquor. Due to its popularity, Moutai even has its own special business guidelines, regulating, price, tax, transport, packaging and raw materials. Moutai is an important symbol of culture and development in modern China, and represents the new prosperity of modern society and culture.