Shanxi Fenjiu Cultural Creations: Where Millennia-Old Liquor Aroma Meets Contemporary Creativity

“观汾”小酒馆：汾酒文化的沉浸式体验

“Guanfen” Bistro: An Immersive Space for Fenjiu Culture  

位于山西太原钟楼街的“观汾”小酒馆，是一家以汾酒为主题的人文艺术空间。这里集合了山西传统文化、非遗、古建、地标等代表元素，打造了一个独特的“学术酒吧”。

Located on Zhonglou Street in Taiyuan, Shanxi, “Guanfen” is a cultural and artistic space themed around Fenjiu, combining traditional Shanxi culture, intangible heritage, ancient architecture, and local landmarks into a unique “academic bar”.

一进门，汾酒DIY调酒区和文创衍生品区域便映入眼帘；二楼则提供创意山西菜，晚间还有Live秀等文化活动。空间以高粱红为主色调，点缀杏花、青花、竹叶等元素，辅以砖雕、晋绣、舞狮等非遗展示，营造出别具一格的氛围感。

Upon entering, visitors are greeted by a DIY cocktail area and a Fenjiu cultural derivative products zone. The second floor offers creative Shanxi cuisine, complemented by evening live performances and cultural events. The space features a dominant sorghum-red color scheme, accented with apricot blossoms, blue-and-white patterns, and bamboo leaf motifs, alongside displays of brick carvings, Jin embroidery, and lion dance—showcasing Shanxi’s intangible cultural heritage.

“观汾”不仅是汾酒消费场景的重构，更是汾酒迈向年轻化的重要一步，让更多人在轻松愉悦的环境中感受汾酒文化的深厚底蕴。

“Guanfen” not only redefines Fenjiu’s consumption scenarios but also marks a key step in Fenjiu’s journey toward appealing to younger generations, allowing more people to experience its profound cultural heritage in a relaxed and engaging setting.

结语

Conclusion

山西汾酒通过文创产品，成功地将传统酒文化与现代生活紧密结合，既传承了经典，又赋予了新的活力。无论是原粮饼干、启瓶器，还是“观汾”小酒馆，都展现了汾酒在创新道路上的探索与突破。这些文创产品不仅为消费者带来了多元化的体验，也为汾酒文化的传播开辟了新的路径。

Through its cultural and creative products, Shanxi Fenjiu has successfully bridged traditional liquor culture with contemporary lifestyles, preserving its legacy while infusing it with new vitality. Whether through grain biscuits, bottle openers, or the “Guanfen” bistro, Fenjiu demonstrates its innovative spirit and commitment to cultural exploration. These creations not only enrich consumer experiences but also open new avenues for sharing Fenjiu’s culture with the world.

（图源网络侵删）

(The image source is from the internet. If infringement, it will be deleted.)

来源：中华网综合整理

Source: Comprehensive collation by sx.china.com