November 7, 2021, Shanghai, China – From November 5 to 10, Diageo, a world-renowned spirits group, unveiled a full range of products at the 4th China International Import Expo (hereinafter referred to as "CIIE"), bringing a rich and surprising brand experience with a diversified product layout, and presenting the world's first best products on the official new product release platform of ciiequé, and seeking the brand journey with the audience. Diageo hopes to use the international platform of ciiethea to deepen exchanges and integration with local consumers and further convey its commitment and determination to the Chinese market.
Diageo debuted at the 4th China International Import Expo
As an active practitioner of corporate social responsibility, Diageo integrated the concept of sustainability into the booth design, and launched a series of activities such as "DRINKiQ" test (DRINKiQ) fun interaction and rational drinking simulation experience at the exhibition site to promote the healthy development of the industry with practical actions.
The new products of zhenjiu debuted at the Expo and increased the layout of the Chinese market
Actively responding to China's initiative to open up to the world, and enthusiastically welcoming the Expo, an important opportunity for global enterprises to demonstrate brand competitiveness, Diageo exhibited its core brand products such as Johnnie Mouse, Sugden, Bailey, Guinness and other core brand products, presenting a diversified and high-end product portfolio, including "Sugden 54 Years" whisky, which set a record for the release of single malt whisky in Diageo, and Brownla Distillery's reborn tribute to the Brownla Traceability Collection. Interpret the long history of Diageo and show The rich winery layout and cellar resources of Diageo. At the same time, the Diageo booth set up interactive experience sessions such as wine tasting and bronze performance art performances to tell the story of the brand and lead the audience to start a journey of wine exploration.
The Diageo booth presents a rich product portfolio
Diageo also made its debut in the official new product release area of the Expo, presenting the world premiere of the Imperial Family Collection series to the audience. As one of the blockbuster new products, the 2021 Special Releases Collector's Limited Edition Series creates a "secret legend" based on 8 wines produced by 7 outstanding distilleries under Diageo, paying tribute to nature and highlighting the group's sustainable development philosophy; at the same time, Diageo is well versed in Chinese culture and presents a Johnny C.I. Blue Brand Plus Tiger Zodiac Custom Edition for the upcoming Lunar New Year of the Tiger, making the selection taste more distinctive.
The World Premiere of the Diageo Collection
Zhang Weiyang, Director of The Chinese Market at Diageo
For spirits brands, China is currently one of the most exciting markets in the world, Diageo has witnessed the great resilience of the Chinese economy and consumers, and has continuously captured new opportunities under the "double cycle" development pattern of the Chinese market during this period, actively improving the strategic layout of the business and maintaining stable business growth. Diageo's 2021 financial report shows that the Group's net sales increased by 16% over the past year to achieve revenue of 17.2 billion pounds, while the proportion of the Greater China business also increased from 2% to 5%, continuing to show momentum. In the future, Diageo will continue to increase the layout of the local market, gain in-depth insight into market demand, expand the scope of products, and bring more high-quality liquor products that meet the tastes of Chinese consumers.
Actively practice the concept of green ecology and deepen the promotion of sustainable development goals
Diageo has long been committed to promoting environmental, social and corporate governance (ESG) development around the world, focusing on the Chinese market, fulfilling corporate social responsibility according to local conditions, and providing a good example for the local market. Since the release of the "Society 2030: Spirit of Progress" sustainable development action plan, Diageo has continued to cultivate three core areas, promoting rational drinking, advocating inclusiveness and diversity, and promoting the sustainable development of the entire industry chain from grain to wine glasses, promoting public affairs from multiple dimensions to create a better life for consumers.
At this Expo, the design concept of Diageo's booth is also in line with the "2030 Social Vision", integrating the concept of sustainable development into the recyclable booth, using recyclable tasting cups in the wine tasting process, and introducing plastic-free 100% paper spirits bottles on the spot, echoing the wall design of green mountains and green water, and advocating consumers to create a green ecological environment. In addition, Diageo continues to implement the concept of sustainable development, providing the "Drinking Wisdom" DRINKiQ interactive test and rational drinking simulation experience on the spot, and promoting rational drinking knowledge to consumers in the form of fun interaction.
Consumers try a rational drinking simulation experience on the spot
Mark Edwards, Managing Director of Diageo China, said: "As a world-renowned multinational wine group, we are honored to participate in this China International Import Expo. Through continuous investment and innovation, we will meet the increasingly diverse needs of consumers with a more comprehensive and high-end product layout, and will continue to think about business strategies from the perspective of sustainable development to create a healthier industry development ecology. ”