Moutai of Guizhou Province, China : The Social Life of Local Rice Whiskey and Commoditization in the Context of Drinking Culture

Abstract

This research is a qualitative research, using the concept of the social life of things and Commoditization. here are 5 research objectives: 1 )To study the historical and development of Moutai town in the dimensions of local, nation state and globalization, 2)To study Moutai, local rice whiskey in the dimension of Cultural Identity of Moutai people, 3)To study Moutai, local rice whisky of Moutai town in the process of commoditization , levels of province, nation state and global, 4)To study Moutai, in the dimension of self construction of identity of Moutai town to be land of the best local rice whiskey of Guizho and China and 5)To study research unit of analysis case of “Water Festival Ceremony”.

Research founds the unique ecological condition of Moutai City has influenced local wisdom on the production of home-brewed rice whisky , a local identity that satisfies the taste of ordinary drinkers. The special flavor has resulted in Moutai becoming a part of booze culture or drinking culture. From its beginnings in Moutai town, this traditional white liquor has spread to other areas throughout China and around the world along with the development of various packaging. In addition, Moutai has become recognized as China's first wine city and a symbol of Chinese wine culture. Economically, Moutai has been a successful cultural commodity at the local, national level and has a very high reputation internationally. The material conditions and development processes of Moutai reflect their relationship with the relevant socio-cultural. Both in terms of cultural identity and becoming a commodity that has been inherited 100 years ago. Since the process of interdependence with nature. The early Tai Zhen people accumulated knowledge of Moutai brewing and gave birth to local wisdom. Locals are learning brewing skills that are adapted to the local natural conditions. The distinctive Moutai was then produced. However, being a nationally famous liquor was not enough just because of its characteristics. It is an opportunity and a sale to spread Moutai from municipal spirits to the whole province and become a representative commodity of the region. Moutai trade is at the intersection of time, culture and complex social factors. To understand Moutai's commoditization process we can see Moutai's "history" and "profession" are things. We can understand the meaning and value of Moutai by understanding and analyzing the moment in which each Moutai appears and its form, use and trajectory.

The commodification Moutai has a high reputation in the international market. Moutai Town uses the reputation of Moutai and the commodification liquor culture to build itself. At the same time, in order to protect the natural environment such as water and soil required for the production of Moutai, which can bring benefits to local people, Moutai locals have continued various traditional ceremonies and customs and recreated them, so that people can spontaneously protect These natural conditions of liquormaking are also used to promote the current liquor through these rituals. Therefore, various ritual cultures have also been commodification and become one of Maotai's values.

In conclusion, with the continuous development of society Maotai spirits have evolved from local spirits into international brands. and the Maotai culture gradually become a commodity which is used to promote the development of local tourism in Moutai. A similar situation is common in China and other parts of the world. But it also has a deep cultural connotation of Moutai liquor.

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