從小偏鄉到大舞臺：茅台酒聲望的拓延（1915-1935）

From a Small Town to the World Stage: An Historical Survey of the Expanding Reputation of Maotai Liquor (1915-1935)

在以往為數不多的茅台酒史研究中指出，茅台酒在 1915 年美國巴 拿馬太平洋萬國博覽會時成為關注焦點，且多認定茅台酒在博覽會上 獲得金獎，並藉此而廣為宣揚。然而，對於茅台酒為何能在當時被選 為代表中國從小偏鄉走到世界大舞臺的產品？博覽會舉辦當局是怎樣 評獎？茅台酒究竟有沒有獲得金獎？獲獎憑證是什麼，以及獲獎後對 茅台酒產品的聲望及後續發展帶來怎樣的影響等問題，卻沒有完整可 信的考究。本文以法國年鑒學派的區域史研究方法，分析豐富珍貴史 料，從茅台行政建制的變更、赤水河道開鑿、川鹽入黔等重大事件引 發茅台區位歷史性變遷的探討，揭示了茅台酒在晚清至民國初期成為地方名產的歷史動因，進而重點探討 1915 年至 1935 年間茅台酒聲望拓展的史實。針對民國初年，中央政府組織全國地方名產參加 1915 年美國巴拿馬萬國博覽會的歷史事件，藉助當時的主流文獻，證實茅台酒的確被選出，代表中國參加了此次盛會且獲獎，隨即招引投資者爭相在茅台創辦釀酒業、開拓新市場，使茅台酒不僅暢銷國內外，而且在國民政府倡導的國貨運動中扮演了重要角色。透過這段不凡的歷史，顯示茅台酒絕非偶然的從小偏鄉到大舞臺，而是與區位變遷、與地域特色、與國家發展命脈等緊密關聯，蘊含著人與物、商品與文化、物質文明與精神追求的深刻互動關係，顯示出酒在中國文化中的重要地位。

According to the past few studies on the history of Maotai liquor, its presence at the 1915 Panama Pacific International Exposition has become the focus of research. It was widely known that Maotai liquor won a gold award at the exposition, which was widely publicized. However, there is little comprehensive research on a range of questions: why Maotai liquor was selected as a product to represent China at that time, how it moved from a remote village to the world stage, what criteria did the Expo organizers use to make the awards, did Maotai liquor really win an award, on what basis did it wins the medal, and what was the follow-up development and impact. Based on the research methods of regional history of the French Annales School, this paper reveals the historical reasons why Maotai liquor became a famous local product during the period from late Qing Dynasty to the early Republic. I discuss changes in the location of Maotai liquor caused by major historical events, such as changes in the administrative system of the Maotai region during the Qing Dynasty, the dredging of the Chishui River to open it up for navigation, and the arrival of Sichuan salt in Guizhou. Then focusing on the historical facts of Maotai liquor''s expanding reputation during the period from 1915 to 1935, it can be confirmed that Maotai liquor was indeed selected as a product to represent China in the 1915 Panama Pacific International Exposition, and won the grand prize. Later, investors were attracted to establish winemaking industries and opened up new markets in Maotai town, making Maotai liquor not only sell well inside and outside the province, but also play an important role in the National Goods Movement advocated by the national government. Through the study of this extraordinary history, this paper points out that the extension of Maotai liquor's reputation was not accidental. It was closely related to changes in its own historical location, regional environmental characteristics, and the lifeblood of national development, which contained the profound interaction between people and things, commodities and culture, material civilization and spiritual pursuit, demonstrating the important position of spirits in Chinese culture.