Tianyoude Highland Barley Spirits Co., Ltd.

Tianyoude Highland Barley Spirits Co., Ltd. primarily engages in the research, development, production, and sales of highland barley spirits. Our leading brands include “Tianyoude,” “Huzhu,” “Yongqinghe,” “Shiyide,” “Tibetu” and “Maxville” wine labels. The company boasts total assets of 3.223 billion Chinese Yuan and employs over 2,000 people. As a leading enterprise in the highland barley spirits industry, it is hailed as the “Origin of Chinese Highland Barley Spirits.” On December 22, 2011, the company was listed on the Shenzhen Stock Exchange. On January 27, 2022, the stock abbreviation was renamed to “Tianyoude Spirits,” while the stock code “002646” remained unchanged.

Tianyoude Highland Barley Spirits has a long history of brewing, tracing back to the renowned Tianyoude Tavern in the northwestern region during the Ming Dynasty’s Hongwu era, established in 1373. The Tu people of Huzhu have continuously improved the brewing process, and over time, strong heritage brands such as Tianyoude, Yongqinghe, and Shiyide have emerged. In 1952, the Huzhu County People’s Government consolidated eight major taverns to form the state-owned Huzhu Highland Barley Spirits Factory at the site of the largest Tianyoude Tavern, which has gradually reformed into today’s Tianyoude Highland Barley Spirits Co., Ltd.

The company’s highland barley spirits products are brewed from select high-quality highland barley, primarily grown in the cold regions of Tibet, Qinghai, and Gannan in Gansu. The unique cultivation areas ensure that the highland barley grows in a pollution-free environment, resulting in pure, natural, green, and organic quality. The company owns nearly 100,000 acres of organic highland barley planting bases, certified as Chinese organic products, ensuring effective control of product quality from the source. The underground well water used for brewing comes from the glacial meltwater of the “Asian Water Tower,” the Qinghai-Tibet Plateau. According to tests, this water belongs to the C class (carbonate) Ca group (calcium) II type, moderately soft and hard, unpolluted, and is a rare “noble water” for brewing (excerpted from “Qinghai Scenery”).

In June 2021, the traditional distillation brewing technique of Tianyoude Highland Barley Spirits, namely the traditional brewing technique of Qinghai Highland Barley Spirits, was successfully inscribed as a national intangible cultural heritage. The traditional Qinghai Highland Barley Spirits brewing technique refers to the “four clear” brewing process: clear steaming of raw materials, clear steaming of auxiliary materials, clear fermentation of spent grains, clear steaming of liquor, and fermentation in granite pits. This technique integrates the brewing technologies of multiple ethnicities and regions, with a 600-year history. The company has an independent research and development and testing system, and its liquor testing center has obtained CNAS national laboratory accreditation in China (registration number L8508), is capable of undertaking first party and third-party testing services for liquor and whiskey and qualified to issue data reports to society.

The long brewing history, pollution-free raw materials, unique brewing techniques, and advanced testing technology contribute to the superior quality of Tianyoude Highland Barley Spirits. In recent years, Tianyoude Highland Barley Spirits products have won major awards at the Los Angeles International Spirits Competition in the United States and the Hong Kong International Wine & Spirits Competition. The “Huzhu” trademark has been recognized by the Ministry of Commerce as a “Chinese Time-Honored Brand,” and the company’s products have been approved by the General Administration of Quality Supervision, Inspection, and Quarantine as “Geographical Indication Protected Products.” Since 2011, the company has been a financial pillar enterprise in Qinghai Province and among the top 50 enterprises in Qinghai, making a positive contribution to local economic development.

In recent years, the company has entered the imported wine market by acquiring a Napa vineyard in the United States and complementing its existing offline marketing channels with the acquisition of the Zhongjiu online e-commerce platform. Adapting to market changes, the company has successively developed new products such as oak-aged highland barley spirits, organic highland barley spirits, and low-alcohol highland barley spirits, gradually forming a market pattern centered on highland barley spirits, multi-category operations, and diversified development. Additionally, the company’s highland barley spirits have passed the TTB certification for the American spirits market, allowing it to be sold in the U.S. spirits market.

Looking ahead, the company aims to be a “healthy, sustainable, global brand,” adhering to the principle of pure grain brewing, market-oriented, and seizing the opportunity of consumer upgrading to provide consumers with safe, high-quality, and cost-effective alcoholic products made from highland barley.