Uni­ver­sity proves to be in­tox­i­cat­ing to stu­dents

China Daily (Hong Kong) - - BUSINESS -

GUIYANG — Get­ting drunk has long been a rite of pas­sage for stu­dents around the world — and for schol­ars at one new uni­ver­sity it is likely to be eas­ier than ever. A month af­ter this year’s col­lege en­trance ex­ams, Luo Sha, 19, ap­plied to the re­cently founded Moutai Uni­ver­sity in her home­town.

Luo, from Ren­huai, the city where Moutai Group is lo­cated, said she chose the uni­ver­sity be­cause she was “nur­tured” by Moutai’s liquor cul­ture from child­hood.

Kwe­i­chow Moutai, a dis­tilled Chi­nese liquor pro­duced in south­west­ern Guizhou prov­ince, is con­sid­ered the coun­try’s na­tional liquor and is of­ten served on of­fi­cial oc­ca­sions such as State ban­quets, not to men­tion on many fam­ily din­ner ta­bles through­out the na­tion.

“Backed up by the renowned State-owned en­ter­prise, the uni­ver­sity is very at­trac­tive,” Luo said.

“Kwe­i­chow Moutai Group now has nearly 30,000 per­son­nel, but only 4,000 of them have bach­e­lor’s de­grees or above, while only 1,200 peo­ple have re­ceived higher ed­u­ca­tion in brew­ing or re­lated ma­jors,” said Feng Xiaolun, pres­i­dent of Moutai Uni­ver­sity.

“They are far from enough to meet the com­pany’s de­mand for skilled tal­ent in the in­dus­try,” Feng added.

“We have to train the grad­u­ates we re­cruit ev­ery year. A shortage of pro­fes­sion­als has be­come a prob­lem for the fur- baiju ther de­vel­op­ment of Moutai Group.”

To change the sit­u­a­tion, Moutai Group de­cided to set up a uni­ver­sity to cul­ti­vate liquor-mak­ing tal­ent and China’s Min­istry of Ed­u­ca­tion ap­proved its es­tab­lish­ment.

Moutai Group has in­vested 1.88 bil­lion yuan ($276.6 mil­lion) in the uni­ver­sity since 2012, de­cided to pour 1 per­cent of its an­nual sales into the uni­ver­sity to de­velop fu­ture skilled staff. The uni­ver­sity is a pri­vate, non­profit higher ed­u­ca­tion in­sti­tu­tion.

So far, the uni­ver­sity has re­cruited 376 lec­tur­ers and pro­fes­sors. Mean­while, Moutai Group will in­vite 39 se­nior pro­fes­sion­als, such as na­tional brew­mas­ters, na­tional liquor tast­ing judges and se­nior wine­mak­ing engi­neers from the com­pany to serve as prac­ti­cal in­struc­tors at the uni­ver­sity.

The uni­ver­sity in 2017 will ini­tially of­fer five ma­jors to 600 stu­dents from Guizhou: wine­mak­ing, viti­cul­ture and eco­log­i­cal engi­neer­ing, food qual­ity and safety, re­source re­cy­cling sciences and mar­ket­ing.

It will start to en­roll col­lege stu­dents na­tion­wide in 2018.

The uni­ver­sity has its own ad­van­tages. For ex­am­ple, all the fac­to­ries owned by Moutai Group can serve as practi- cal train­ing bases for the stu­dents.

In 2016, the value of in­dus­trial out­put of China’s white liquor in­dus­try topped 550 bil­lion yuan, but the ex­port vol­umes ac­counted for less than two bot­tles per 1,000.

Feng said China needed more pro­fes­sion­als to help do­mes­tic liquor prod­ucts go global.


Work­ers pack­age liquor at Kwe­i­chow Moutai Group's fa­cil­ity in Ren­huai, Guizhou prov­ince. The group de­cided to set up a uni­ver­sity to cul­ti­vate liquor-mak­ing tal­ent and China’s Min­istry of Ed­u­ca­tion ap­proved its es­tab­lish­ment.

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