Xifeng Brewery Transforms Industrial Heritage into Immersive Cultural Tourism Attraction

Nestled amid rolling Yongshan mountains and winding Yongshui rivers in Fengxiang District, Baoji City, Shaanxi Province, Xifeng Industrial Tourism Scenic Area has emerged as a popular cultural destination. Rooted in time-honored Chinese baijiu brewing techniques, the site blends traditional craftsmanship, intelligent manufacturing and immersive cultural experiences to reshape the model of industrial tourism.

Launched in September 2025, the 12,000-square-metre Xifeng Baijiu Culture Museum serves as the core landscape of the scenic area. It integrates cultural relics, restored historic scenes and digital interactive technology, presenting a complete evolutionary timeline of Chinese baijiu culture. Visitors can explore immersive scenarios of ancient wine-making in the Neolithic era, examine bronze ritual vessels from the Zhou and Qin dynasties, and trace the spread of Xifeng brewing techniques across the Ming and Qing periods.

A series of interactive facilities enable multi-sensory cultural engagement. Tourists can experience traditional ancient rituals through pot-throwing games, collect exclusive cultural stamps, and try AI costume simulation of Zhou Dynasty attire. On-site demonstrations by professional brewers showcase core skills such as identifying alcohol concentration via wine foam and judging acidity through manual tasting, making intangible heritage craftsmanship accessible and engaging to the public.

The scenic area combines traditional heritage with modern intelligent production. Both Xifeng’s unique brewing techniques and its industrial heritage cluster were listed as national-level intangible cultural heritage resources in 2021. The fully automated 701 koji-making workshop operates with high efficiency, featuring a 46-metre circular production building that delivers an annual output of 30,000 tonnes. Intelligent AGV vehicles handle automated transportation, navigation and charging, doubling operational efficiency.

Advanced technology optimises production efficiency, while veteran artisans preserve core flavour characteristics. Three signature types of fermentation koji strictly shape the distinct style of Fengxiang-type baijiu. Artisans monitor temperature, humidity and microbial growth through long-term practical experience, retaining the handmade essence of traditional brewing amid intelligent upgrading.

The 907 brewing workshop inherits the classic “16999” brewing process. Adhering to traditional seasonal production rules, the workshop completes nine rounds of grain feeding, fermentation and liquor extraction across a full annual cycle, laying a solid foundation for consistent product quality.

The scenic area’s 10,000-tonne wine storage warehouse further highlights its industrial and cultural value. Giant wine storage containers known as Jiu Hai, hand-woven from wild vitex branches in the Qinling Mountains and layered with traditional natural materials, facilitate slow micro-organic exchanges. This centuries-old ageing technique eliminates impurities and enriches liquor aroma. Each container carries a unique record of storage time and parameters, with one 130-year-old vintage container recognised as a national second-class cultural relic.

The destination is expanding from single factory visits to diversified cultural tourism experiences. Customised research courses and traditional etiquette workshops cater to diverse visitor groups. Cultural and creative stores and themed wine lounges extend the on-site experience. The scenic area also connects with local landmark attractions, forming a two-day cultural travel route that integrates Zhou Dynasty ritual exploration, bronze culture appreciation and Fengxiang baijiu experience.

The integrated development of industry, culture and tourism drives local catering, accommodation and agricultural product sales. It builds a new cultural business card for Baoji, enabling traditional Chinese brewing heritage to gain wider contemporary popularity through immersive industrial tourism.