In 2024, the 16th Golden Bottle Award is coming (the recruitment of the 16th Golden Bottle Award is officially open, and there are many new ideas not to be missed!) ）。 On this occasion, Wine Magazine launched a series of reports on the "New Forces of Chinese Wine", focusing on the "new forces" that promote the development of Chinese wine.
They are either keen on innovation, or insist on expressing themselves, not being coerced by the torrent of the times, not forgetting their original intentions in the midst of disturbances, and forging ahead in the change of seasons. They are a new generation of Chinese wine people with mud under their feet and light in their hearts.
In the vast world of wine, two wine-loving souls meet in the vast land of Inner Mongolia. They are Chang Wei and Wang Haoze, who have a deep background in the field of imported wine and many years of experience in winemaking, respectively. When these two like-minded partners came together, they decided to turn their passion into action and jointly created a unique local wine brand - Lewei.
Evergreen
"Mongolia music always touches people's hearts deeply because it is often sung to themselves. From the wisdom of the Mongolian people, we are deeply inspired, and making the wine we really love has become our guideline. Our wine is made for ourselves, so 'Lewei' is for pleasure. Chang Wei explained that behind the brand name is their love for wine and respect for Mongolia culture.
Wang Haoze
The brand's logo design blends traditional and modern aesthetics, and also reflects respect for Mongolia culture. The Mongolian design on the front part of the logo is inspired by the "deer" and "sheep" in ancient rock paintings, implying awe of nature; The latter part of the Chinese character "乐為" is presented in handwriting, and its form is slightly clumsy, like a simple smile, which is exactly the principle that the team hopes to adhere to.
Lewei's wines are born in Tuoketuo County, Inner Mongolia, a wine-growing region located at 40 degrees north latitude and 1,000 meters above sea level. Despite the harsh winters and the need to bury the vines in the soil to withstand the cold winds, the harsh environment did not stop the two founders from pursuing quality. In their view, winemaking is not only a respect for the terroir, but also an expression of ideas and skills. Therefore, they try to express the grape raw materials as consistently and high-quality as possible according to the terroir of the appellation.
The influence of Mongolia culture on Lewei is not only reflected in the brand philosophy, but also permeates the design of each product. Among them, a well-received Pujie Marselan rosé wine is inspired by the tough and cute Mongolia girl Pujie in the documentary "Mongolia Steppe, Sunny Weather". Her image becomes a wine label, telling stories of nature, hometown and culture.
This year, Lewei officially stepped out of Inner Mongolia and entered a broader market. From the Chengdu Sugar & Wine Fair to the Shenzhen Wine to Asia exhibition, this young brand has won wide recognition for its unique flavor and cultural connotation. This recognition is not only an affirmation of the product, but also a recognition of the emotional and cultural value behind the brand.
"We want to make our own brand in Inner Mongolia, bring high-quality wine to everyone, and also contribute to our hometown." Chang Wei said. In Lewei, every bottle of wine is not only a drink, it is a cultural transmission, a spiritual embodiment, and an expression of deep love for hometown.
This is the story of Lewei, a story of brewing, inheritance and innovation.
Text, ed Lan Xi