Fenjiu's new conglomerate features more than 100 imposing ancient-looking buildings and will showcase the whole process of wine making to the public in future. [Photo by Yang Feiyue/China Daily]

"It (the process) is clean and keeps bacteria away," says Xu. Moreover, the method also keeps the temperature from fluctuating too much.

Cleaning the vats, however, is heavy lifting. "First we have to use boiling water to clean the vat, but not the neck, because the impurities there could get in," says Xu.

Later, the vat is turned upside down, and the neck is cleaned. Then, Sichuan pepper water is applied

The time-honored liquor brand is now looking to innovate to endear itself to the younger generations.

Zhang Yanguang, the Fenjiu board secretary, says: "The liquor industry needs to satisfy young people's needs."

There's room for innovation in taste, packaging, alcohol content and design, he says.

The brand is also working with sport event organizers and new media to promote itself.

The ultimate goal is to create a taste for Chinese white spirit. And Zhang believes that young people will eventually fall in love with traditional Chinese liquor as they learn more about it.

yangfeiyue@chinadaily.com.cn