The Packaging Change Research Of Fen Wine

Among Chinese Liquor brands, Shanxi Xinghuacun Fen Wine is well-known for its fragrant and mellow tastes, excellent brewing techniques and time-honored histories and cultures. According to the literature and cultural relics excavated, it shows that Shanxi had the brewing history 6,000 years ago. Shanxi ancestors had accurately mastered the related brewing knowledge that wine was made form cereals early in the ancient society, reflecting the fact that brewing wine was closely linked with the agricultural production at that time. Wine plays a very important role in Chinese civilization enormously, such as its use in sacrifice, marriage, communication and festivals. Asa Shanxi time-honored brand, Fen Wine, with its self-evident cultural and economic values, condenses Shanxi ancestors’ wisdom and spirits. Fen Wine and its packing supplement each other, creating the glorious history together. However, some issues of Fen Wine, such as the decreasingbrand influence and gradually weakening competitiveness, appear with the change of time and development of economy. Therefore, this paper aims to search for a new outlet for Fen Wine packing through analyzing development and changes of Fen Wine packing.Combined with the social environment at that time, the development and changes of Fen Wine packaging are systematically demonstrated from the aspects of materials, sculpt and color in ancient China, modern China and Chinese modern times respectively. Besides, originalities of Fen Wine packing are hoped to found out to be applied in future packing through combining Chinese social history with historical changes of Fen Wine packing, based on which Fen Wine packingis re-innovated and reconstructed through survey data from green, technological and humane perspectives as a whole. On the basis of adhering to characteristics of Shanxi and carrying forward traditional cultures, the brand culture should be transferred in all aspects, especially in packing with distinctive characteristics of Shanxi folk customs and international beauty-appreciations.