A crowd gathers at the launch ceremony of the Nu'erhong public giveaway program in Shaoxing. [Photo/Tide News]

A public giveaway site for Nu'erhong's newborn "daughter-sealed wine" recently opened in Dongpu Huangjiu Town, Shaoxing. Shaoxing Nu'erhong Brewing Company announced that it will offer a free jar of exclusive original wine to families with baby girls born in Yuecheng and Shangyu districts in 2026.

Shaoxing has a long tradition of sealing wine when a daughter is born, while Nu'erhong is a highly emotionally resonant cultural symbol of Shaoxing yellow rice wine. Chairman Bai Hong said the initiative aims to celebrate new life and accompany the child's growth with lasting love. By doing so, it turns an ancient local tradition into a public service for ordinary families, giving the old custom new vitality.

According to the company, eligible parents can complete registration via the "Nu'erhong Sealing" WeChat mini-program, then bring their appointment code and documents such as their birth certificate to the Nu'erhong giveaway sites in Dongpu Huangjiu Town or Shangyu district to receive their free jar. The initiative seeks to carry on the tradition of "sealing wine at a daughter's birth and opening it as the years pass," extending the Nu'erhong brand beyond weddings to celebrations marking the birth of a child.

Fu Jianwei, president of the Zhejiang Liquor Industry Association, said the "sealed for love" campaign carries on a millennium-old tradition involving yellow rice wine, celebrating love and conveying the deep emotional significance of Shaoxing yellow rice wine.