Suggestions for upgrading and improving the brewing industry issued; Tianyoude Qingke Liquor responds to policy guidance through industry practices

Recently, the Ministry of Industry and Information Technology, the Ministry of Agriculture and Rural Affairs, and the Ministry of Commerce jointly issued the “Guiding Opinions on Improving and Upgrading the Brewing Industry (2026–2030)” (hereinafter referred to as the “Opinions”), outlining a clear blueprint for the high-quality development of China’s brewing industry over the next five years. The “Opinions” focus on raw material technical standardization, innovation in business models, and expansion into international markets, explicitly aiming to cultivate characteristic industrial clusters and develop diversified products. Under this top-level guidance, Qinghai-based leading enterprise Tianyoude Liquor (002646), with its core category of barley wine, aligns its existing industry layout and strategic practices with the policy-driven upgrade direction.

Building a Quality Moat Through Full-Chain Standardization

The document prioritizes the “integrated development of raw material planting, brewing, circulation, and consumption,” emphasizing standard supply and quality safety. Establishing a controllable, traceable system from farm to table is not only a response to policy requirements and a key foundation for building core competitiveness but also an important way for leading companies to consolidate industry barriers.

Tianyoude Liquor has long been committed to the Qinghai-Tibet Plateau, establishing a full industry chain from the breeding of specialized organic barley varieties and large-scale planting to brewing and processing. The company controls the quality of its core raw material, barley, through its own planting bases and contract farming. On the production side, Tianyoude continuously promotes digitalization and standardization of brewing processes. Its production lines have been equipped with automation control systems and quality traceability systems, aiming to meet the “technological standardization” requirements in the “Opinions” and strengthen its position as a representative and standard-setter in the barley wine category. Analysts believe that this full-chain layout not only solidifies the product quality foundation of Tianyoude Liquor but also creates a differentiated moat to respond to the industry’s trend of increasing concentration.

Exploring Product Diversification and Experience Upgrades

In response to the trend of consumer market diversification, the “Opinions” also point the way for companies to develop a second growth curve, encouraging industry innovation in business models and supporting the development of “special fruit liqueurs, craft beers, ready-to-drink pre-mixed cocktails,” as well as promoting flexible customization and wine-food integration.

In recent years, Tianyoude has actively explored extending its product categories and expanding consumption scenarios. Relying on the healthy and distinctive raw material of barley, the company has developed and launched a series of products tailored to different consumption contexts. Currently, based on new consumer demand trends, it is developing fruit-flavored products and is also preparing to launch barley champagne.

In marketing, Tianyoude has integrated brand promotion with consumer experience by creating barley wine cultural experience centers and promoting regional tourism, exploring the paths of “wine tourism integration” and “wine and dining integration.” These initiatives align with the “Opinions’” encouragement of “personalized consumption” and “expanding consumption scenarios,” aiming to transform the unique barley wine culture into an experiential and shareable new consumption model. Notably, Tianyoude’s Chairman and Director Li Yinhui recently stated at the company’s 2025 annual meeting that with rapid AI development, the company is actively promoting the deep integration of AI with the Qingzang brand culture to achieve a win-win situation for both business and social value.

Integrating into the “Billion-Yuan Park” and “Hundred-Billion-Yuan Cluster” Blueprints

The top-level design for the brewing industry from 2026 to 2030, jointly issued by the three departments, breaks the previous lack of systematic policy guidance in the industry. According to the “Opinions,” by 2028, more than three traditional advantage liquor regions with billion-yuan scale and over ten characteristic brewing industrial parks with hundred-billion-yuan scale will be cultivated; by 2030, the industry will achieve digital, green, and international transformation, forming a virtuous development pattern led by production areas, driven by parks, with enterprise quality improvement and consumption upgrading.

It is understood that Tianyoude’s core production base is located in Huzhu County, Qinghai, designated as the “Source of Qinghai Barley Wine,” a national geographical indication protected area and a key location for Qinghai’s brewing industry cluster. As a leading enterprise and listed company within the region, Tianyoude’s development is closely linked to the prosperity of the Huzhu brewing area. With policy support, the Huzhu barley wine industry, led by Tianyoude, is expected to receive increased assistance in infrastructure development, brand collaboration, and technological resource sharing, accelerating progress toward the “billion-yuan characteristic brewing industrial park” goal set in the “Opinions.”