The New Chapter of Sauce-Flavored Liquor Led by the Generation of 1990 | Jiuyi Home's Sauce Liquor China Tour - Issue 74

In the Chishui River-based sauce-flavored liquor world, there are always ideal-carrying reformers. When most stick brands to traditional stories, a young team is breaking into the field of vision as a “dark horse”-Guizhou NanJoI. This new sauce-flavored liquor brand, driven by “quality for foundation and brand for development”, has found its own way in the homogenized competition.

From the launch of its first product NanJoI V30 in 2017,to the release of the phenomenal short drama “You come into my arms” and the core new product “Voice of the Night”in 2025, NanJol, as both a “traditional process guardian”and a “young culture breaker”, has broken the traditional development pattern of the liquor industry, become a new force in the liquor industry, and provided new ideas for the development of the sauce-flavored liquor field.

Quality First

NanJol liquor industry has established a diversified product pyramid

The creation of a high-quality sauce-flavored liquor is a comprehensive test of enterprise’s an overall strength . NanJol is versed in this ,adheres to the practice of long-termism , and has established a robust full-chain quality control system. Starting from the meticulous selection of raw materials, NanJol strictly adheres to the national organic food production standards. It’s built a traceability system from farm to table and obtained the China Organic Product Certification in 2023, laying a solid foundation for quality control.

In terms of brewing technique, NanJol has always respected and passed down traditions.NanJol insists on using the “12987”traditional brewing technique, From initiating fermentation starters during the Dragon Boat Festival and commencing the sorghum soaking process during the Double Ninth Festival , through nine cyclical steaming processes, eight rounds of pit fermentation, to seven stages of liquor extraction. Every step is strictly controlled for quality.NanJol brewing team knows that only by strictly controlling each process can they ensure every drop of liquor has the authentic sauce flavor and becomes high-quality grain liquor.To further improve product quality, NanJol will increase scientific research input, introduce advanced production equipment and testing instruments, and use technology to analyze the quality of sauce-flavored liquor and find new ways to improve quality.

With a solid foundation in quality craftsmanship，NanJol has meticulously developed a well-structured product matrix with clear levels and reasonable gradients;The crown jewel of the portfolio，NanJol·Voice of the Night，targeting the ultra-premium market，has swiftly become a cultural icon with its exceptional liquor body and artistic bottle design;NanJol 30，renowned for its excellent quality and sophisticated aesthetics，has established itself as the preferred choice for high-end business banquets;Catering to the sub-premium market,NanJol Artisan Reserve wins discerning consumer’s hearts through artisanal brewing techniques and distinctive flavor profiles;The NanJol V30 ,widely favored by the general public,fulfills daily drinking needs with its cost-effective.

In the industry’s eyes, NanJol liquor’s multi-tiered product pyramid is a result of deeply understanding consumer needs. As consumer’ demand for liquor shifts from mere drinking to being personalized, scenario-based and quality-oriented, NanJol accurately meets the full-scenario needs, from ultra-high-end collection and appreciation to business socializing, quality-oriented living and daily consumption. It has broken the traditional sauce-flavored liquor product structure and respected the market’s diversified needs.

Anchoring its product ecosystem on quality, NanJol offers a wide-ranging product portfolio so that every consumer can find a liquor that suits them.

Driven by innovation 

NanJol break out of traditional circles with youthful expressions.

NanJol Liquor’s rapid rise is attributed to its dynamic and creative young team. Led by Chairman Cheng Weimin, a post-90s leader, the company leverages keen market insights and an innovative spirit to reshape the brand logic of sauce-flavored liquor with an internet-era mindset.

Since officially starting NanJol brand operations in 2016, founder Cheng Weimin has displayed remarkable business wisdom and leadership. In 2018, he won several “Outstanding Young Entrepreneur”honors, reflecting both his personal capabilities and NanJol brand’s growth potential.Under his leadership, the NanJol team has innovated marketing strategies and embraced digital-era trends.

In 2024, NanJol made a forward-looking decision to invest in the cross-sector short drama “You come into my arms”. By skillfully weaving sauce-flavored liquor culture into the plot and harnessing the reach of new-media platforms like TikTok and Video Accounts, it drew the attention of numerous young consumers. This innovative marketing approach broke the traditional mold of liquor industry marketing, enabling effective communication between the brand and young consumers, and has become a classic case of innovative marketing in the liquor industry.

In channel building, NanJol always follow the “win-win Collaboration”idea, offering all-around support and service. The team will actively help dealers with promotion activities to boost sales, combining online and offline marketing to open up the market and achieve mutual benefits. Meanwhile,NanJol use mainstream media to quickly raise brand awareness,At the same time,content planting through social media platforms has realized the traffic fission of the entire brand driven from one product. So far, NanJol’s sales network has reached over 20 countries and regions, and it has done well in domestic markets like Gansu, Shandong, and Guangdong, with Shandong standing out.

Domestic and overseas markets markets go hand in hand

How will NanJol realize “Oriental Taste and World Sharing”

In the creative new era of Liquor Industry 3.0, culture has become one of the core competitiveness for enterprises' development. NanJol Liquor has deeply realized this and has been committed to exploring the infinite possibilities of integrating Chinese sauce-flavored liquor culture with new things, and reconstructing the brand’s cultural value through the collision of tradition and modernity.

“Oriental Taste and World Sharing” is NanJol’s strategic vision and its cultural export goal. To make this vision a reality, NanJol actively carries out global investment plan. This enables overseas consumers to enjoy fine liquor and experience the charm of traditional Chinese culture. It not only enhances the brand’s global influence but also brings outstanding results for NanJol in overseas markets like Southeast Asia and North America.

In February 2025, NanJol used the foreign trade service platform of Zunyi Comprehensive Bonded Zone to export its first batch of sauce-flavored liquor to South Korea after a successful customs test. The “NanJol·Collection Series” liquor, made by the 12987 traditional brewing method, meets South Korea’s import standards. Also, NanJol liquor has established a “dual certification system”. While sticking to traditional brewing techniques, it plans to set up four overseas warehouses in RCEP member countries in 2026.

In the domestic market, NanJol is also dedicated to promoting sauce-flavored liquor culture. The brand slogan of “Guizhou NanJol, Authentic Sauce Flavor”in 2024 has not only established a new brand communication network in Jiangsu, Shandong, Shanghai, Fujian, and Guangdong, thereby forging stronger connections between the NanJol brand and its markets, but has also consolidated existing markets including Inner Mongolia, Henan, Xinjiang, Zhejiang, Sichuan, and Guangxi, achieving remarkable annual revenue growth.

It should be noted that NanJol has broken the stereotypes of sauce-flavored liquor being exclusive to middle-aged and elderly people. These innovative brand communication initiatives have enabled NanJol to stand out in the highly homogeneous market of sauce-flavored liquor and establish a unique brand image.

NanJol, with its open-minded approach, has actively participated in cross-boundary film and television investment, explored new marketing strategies, and empowered channel development. As sauce-flavored liquor shifts from a “category fever” to a “brand fever” era, the rise of NanJol reveal: true brand resilience stems from the persistence of quality, the attempt at innovation, and the deep cultivation of culture. Meanwhile, the liquor industry’s youthful transformation isn’t about abandoning tradition, but revitalizing the age-old flavor for the contemporary era.