SHANGHAI, Oct. 26, 2026 (GLOBE NEWSWIRE) — At the fourth World Brand Moganshan Conference held in Deqing City, Zhejiang Province, in May 2026, the natural liquor brand Zhutian Yanjiu, a subsidiary of Zeal (Shanghai) Holdings Co., Ltd., made its official debut and successfully conducted a tasting session of its ancient Chinese liquor “Qingo.” After six months of meticulous preparation, the product is now set to be formally launched on the market in November 2026. The name Qingo originates from the Book of Songs (Shijing), specifically the Shang Hymns – Liezu, which records the phrase: “Having prepared the Qingo, may it bring us lasting success.” During the Shang Dynasty more than 3,000 years ago, Qingo was regarded as a ceremonial brew offered to Heaven and Earth and used in ancestral rites. Over the centuries, however, the beverage gradually disappeared from production, surviving only in historical texts, while its brewing techniques were lost to time.

Qingo

Today, after more than two years of research and restoration efforts by Zhuzhou Midaofu Liquor Co., Ltd.—a subsidiary of Zeal (Shanghai) Holdings Co., Ltd.—using the century-old intangible cultural heritage Wen Family Ancient Brewing Technique, this historic beverage has been brought back to life. Once known only through ancient poetry, Qingo has re-emerged as a crystal-clear, delicately aromatic rice brew crafted for modern consumers. Its debut, however, represented far more than a nostalgic revival. On April 27, 2026, shortly before its public unveiling, the Group Standard for the Qinggu Brewing Process officially came into effect. Led by ZEAL (Shanghai) Holdings Co., Ltd., with technical support from Zhuzhou Midaofu Liquor Co., Ltd the standard was jointly developed with organizations including the Daxing District Center for Disease Control and Prevention (Beijing) and the Branch of Plant Function Research and Translational Applications of the China Association for the Promotion of Traditional Chinese Medicine Research. The new standard establishes comprehensive specifications covering raw materials, the traditional seven-step natural fermentation process, microbiological safety requirements, and testing methods for functional compounds. The involvement of the Beijing CDC signifies that Qinggu’s food safety standards have been incorporated into a modern public health framework. Meanwhile, the participation of traditional Chinese medicine researchers provides scientific validation for naturally occurring compounds found in the brew, including amino acids and beta-glucans. Together, this collaboration between intangible cultural heritage, scientific research institutions, and public health organizations provides an ancient beverage with a modern passport to the global marketplace.

Qingo

Qingo’s revival comes at a time of profound change in global alcohol consumption. According to the International Wine and Spirits Record (IWSR), worldwide sales of no- and low-alcohol beverages are projected to grow by 36% by 2029, while the U.S. low-alcohol beverage market alone is expected to exceed US$1.5 billion by 2030. Meanwhile, Japanese sake — whose brewing technology is widely recognized as having evolved from China ‘ s Tang Dynasty fermentation methods — reached ¥45.9 billion (approximately US$310 million) in exports in 2025, serving 81 international markets. Yet Qingo, regarded as one of the earliest forms of China’s own clear rice wine tradition, has remained largely forgotten. This historical disconnect provides the context for Qingo’s return. Its revival is not intended to challenge Japanese sake, but rather to reclaim the historical roots of the East Asian clear rice brewing tradition.

More importantly, today ‘ s consumers are increasingly seeking beverages that offer relaxation rather than intoxication. Consumer preferences have shifted from drinking in excess toward products that provide a light buzz, personal enjoyment, and a healthier drinking experience. Industry data shows that China ‘ s low-alcohol beverage market exceeded RMB 74 billion in 2025, driven largely by younger consumers seeking naturally fermented, additive-free alcoholic beverages.

Qingo aligns closely with this trend. It contains no chemical additives, is naturally fermented, and preserves naturally occurring active compounds and flavor components. The resulting beverage is crystal clear, clean-tasting, and delicately aromatic. To connect this ancient tradition with younger audiences, the brand has also introduced the playful “Zuipupu” mascot IP and launched “TIPSI 8”, an all-day lifestyle retail concept centered on light drinking experiences, positioning Qingo as part of everyday social life rather than a museum artifact. “We don’ t want intangible cultural heritage to survive through nostalgia or sentimental storytelling,” said brand founder Symphanie Chen during an interview with Xinhua News Agency at the Moganshan Conference. “We want it to resonate with contemporary lifestyles.”

In her view, the revival of Qingo represents more than the launch of a new product—it symbolizes the meeting of Chinese cultural heritage and modern industrial standards. From ritual offerings recorded in the Book of Songs to today’ s tasting tables; from traditions passed down orally to clearly documented industry standards, Qingo has traveled a remarkable journey spanning three millennia.

Its global journey, however, is only just beginning. Once offered in ceremonies honoring Heaven and Earth, this ancient brew is now poised to reach the world—bringing together scientific quality standards, rich cultural heritage, and an open, modern vision for the future.

Company: Zeal (Shanghai) Holdings Co., Ltd.
Contact Person: Zeal Chen
Email: mail@beiliworld.com
Website: http://www.beiliworld.com
Telephone: 4001038101
City: Shanghai, China

Photos accompanying this announcement are available at:

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