ABSTRACT:Over the long history of human culture, wine is not only an objective physical existence, but also a symbol of culture. No matter in the Orient or in the West, wine plays an important part in people’s daily life. This essay tries to explore the mislocations of spirits culture in China from the perspectives of the quality of alcohol, the brand of alcohol and the grade of alcohol. While comparing spirits culture of China and Western countries, we should advocate national pride, and learn the advanced technology of the West to improve constantly our national wine-making industry. Meanwhile, we should also understand deeply the connotation of spirits culture and gradually eliminate the misunderstandings of spirits culture in China.

Key words: wine culture；mislocations；quality；brand；taste

摘要: 酒，在人类文化的历史长河中，它已不仅仅是一种客观的物质存在，而是一种文化的象征。无论是东方还是西方，酒在人们的日常生活中占有重要的地位。本文试图通过酒的品质，酒的品牌和酒的品位来阐述中国酒文化的误区。在比较中外酒文化时，我们应该提倡民族自尊心，借鉴西方国家的先进技术，不断地改进本民族的酿酒工业，同时也要深刻地理解酒文化的内涵，逐步消除酒文化的误区。

关键字：酒文化；误区；品质；品牌；品位

Drinking alcohol is a common phenomenon of different nations. Most of nations have their own characteristic alcohol and custom of drinking. The culture of drinking alcohol has endurable vitality and character. The research of drinking custom will promote the unity of nations and progress of civilization. In order to communicate with consumers, it is necessary to promote the development of spirits culture. Alcohol can popularize wildly and sell best according to the taste of consumers.  Brewed wine is to be consumed by man. The Chinese spirits culture will develop along with the development of the world’s wine culture.

Finally, with the development of the spirits culture in China, we must try our best to overcome the misunderstandings in quality, brand and grade. Only by this can we face the challenges of foreign wine.