第三届汾思嘉年华

2025年04月25日-2025年04月26日

北京

SMS GROUP携手中国酒业协会，以「激发陈年酒势 驱动汾享势能」为核心理念，精心打造第三届汾思嘉年华。在科技力量的加持下，汾酒千年历史积淀焕发全新生机，为全球酒业呈现一场跨越时空的味觉与文化盛宴。

SMS GROUP partnered with the China Alcoholic Drinks Association to meticulously curate the 3rd FENS’ Carnival, centered around the theme “Unleashing the Momentum of Aged Spirits, Empowering the Energy of Fenjiu.” With the support of cutting-edge technology, the thousand-year legacy of Fenjiu was revitalized—offering the global liquor industry a cross-temporal sensory and cultural celebration.

在沉浸式体验环节，团队匠心打造「青花时光隧道」，聚焦何为陈年汾酒。AI数字沙画与动态光影相互交织，将古法酿造场景生动还原。嘉宾漫步其中，仿佛穿越时光长河，亲眼见证从一粒粒粮食到滴滴美酒的蜕变历程，触摸被誉为「液态编年史」的酿造文明。「观图鉴酒」更是以创新互动突破传统品鉴边界：「触形猜酒」让嘉宾通过触摸酒器质感解密历史文化；「闻香辨年」以独特的嗅觉记忆串联时光密码，让 Z 世代在趣味游戏中深度感知陈酿魅力，对推动传统酿造技艺传承，提升产业格局有着很大的作用。

In the immersive experience zone, SMS GROUP created the Qinghua Time Tunnel, a captivating installation that explored the essence of aged Fenjiu. AI-generated digital sand art interlaced with dynamic light projections to vividly recreate traditional brewing scenes. As guests walked through the tunnel, they were transported through time—witnessing the transformation from grain to spirit and experiencing firsthand the craftsmanship behind what is known as a “liquid chronicle” of Chinese civilization.

To further break the boundaries of traditional tasting, SMS GROUP created an interactive experience that combined innovation with heritage. In Touch to Guess, guests explored historical vessels by touch to uncover cultural stories embedded in their forms and textures. In Scent to Year, unique olfactory memory games enabled participants—especially younger Gen Z audiences—to identify the aging of spirits through aroma, fostering a deeper emotional connection with the legacy of aged liquor. These creative interactions not only enhanced the appreciation of Fenjiu but also contributed to the transmission of traditional brewing techniques and the evolution of industry standards.

作为核心策划团队，SMS GROUP以科技赋能陈年酒价值体系，通过「家有老酒」全国巡鉴会。以标准化鉴定体系与数字化溯源技术，为每一瓶陈年酒建立可追溯的「液态文物」档案，让收藏价值清晰可见、真实可验。同时，团队协助成立「汾酒收藏研究院」，特邀于赓哲，郭新光等文化名人，构建起「厂商 - 藏家 - 消费者」价值共生生态，推动陈年酒从单纯消费品向承载文化记忆的收藏品升级，重新定义行业价值标准。

As the core planning team, SMS GROUP also launched the first-ever nationwide “Aged Liquor at Home” appraisal tour. Through a standardized appraisal system and digital traceability tools, we helped establish transparent, verifiable records for every bottle—turning aged liquor into a certified cultural asset. We further assisted in founding the Fenjiu Collection Research Institute, with renowned cross-disciplinary collectors like Yu Gengzhe and Guo Xingguang as advisors. This formed a sustainable value-sharing ecosystem connecting producers, collectors, and consumers, pushing aged liquor from a consumable product into a vessel of cultural memory.

第三届汾思嘉年华不只是一场品酒活动，更是一次文化叙事的创新实践。SMS GROUP 透过品牌策展与科技应用，树立了鉴定标准与叙事新典范，让汾酒从地方文化符号，迈向具有国际影响力的文化 IP。我们相信，每一滴陈酿，都是流动的历史，是连接过去与未来的文化载体。

FENS‘ Carnival was more than a tasting—it was a breakthrough in cultural storytelling. SMS GROUP helped set new benchmarks in authentication and brand curation, elevating Fenjiu from regional heritage to international cultural IP. With every drop, we linked past and future—proving that aged spirits are not just drinks, but living history in liquid form.

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更多信息：https://mp.weixin.qq.com/s/3lZpDdOGzuKMs3r3iI7dpg