Letting the fragrance of Chinese liquor float around the world has always been the vision that Wuliangye is committed to pursuing.
On April 19th, the Chile leg of the "Wuliangye and the United States Global Tour" was held in Santiago. As a representative of Chinese liquor, Wuliangye takes the spirit of "harmony and beauty" as the core, and continues to share the story of Chinese liquor with the world in the collision and integration of fine liquor with culture, art, fashion and other diverse cultures, and accelerates the internationalization process of Chinese liquor.
Sharing "harmony and beauty" with global consumers
In Wuliangye's view, only by telling the story of Chinese baijiu well and innovating the expression of brand value can overseas consumers truly understand the profound cultural heritage of Chinese baijiu.
In 2023, the first stop of the "Wuliangye and Beauty Global Tour" cross-border cultural exchange activity with the theme of "Fragrance Meets the World and Symbiosis with the United States" will be held in Paris, France, aiming to convey the unique charm of Chinese baijiu culture to the world in the form of culture, art, fashion and other forms, and promote the exchange and mutual learning of different cultures, the integration of people's hearts, and the harmony and symbiosis of civilization.
"Harmony and beauty are Wuliangye's cultural proposition, value orientation, and spiritual identity. Zeng Congqin, chairman of Wuliangye Group (Co., Ltd.), said at the scene of the "Hemei Global Tour" in Chile that Chile and Sichuan have many similarities, both have profound history, rich products, and people who love life, especially the wine produced in the two places is well-known in the world, and hopes that Chile's red wine and Sichuan's white wine can bring out the best taste.
It is understood that the Chile station of the "Wuliangye and the United States Global Tour" is the first transnational multicultural exchange activity in Latin America after the Paris station in France and the Auckland station in New Zealand. At the event site, the booths full of Chinese elements such as giant pandas, Chinese tea, and traditional folk music attracted guests to stop, and the core products such as classic Wuliangye, Wuliangye Yuanding Jingsheng, and Wuliangye Ziqi Donglai attracted attention, and the special cocktails based on Wuliangye refreshed overseas friends' perception of Chinese liquor.
As a pioneer in the Belt and Road Initiative between China and Latin America, Chile is the first South American country to establish diplomatic relations with the People's Republic of China. From the "land of abundance" to the "land of the end of the world", Wuliangye crossed the mountains and seas into Chile, the encounter between Chinese white wine and Chilean red wine, and the clinking glasses and dialogue between the two world-class wine producing regions, so that the people of the two places have a deeper understanding of "harmony and beauty".
Fine wine has no borders, and Wuliangye has always adhered to the principle of quality-based, culture-casting, integrity and innovation, coordinating the domestic and international markets, and accelerating the construction of a world-class wine enterprise. With the deepening of economic and trade exchanges and people-to-people exchanges between China and Chile, Wuliangye's excellent quality and brand influence in the international arena have become increasingly prominent.
It is worth noting that at this event, Wuliangye and the famous Chilean visual artist Marva Vantuleri jointly cooperated with the concept of "Wuliangye - Zhongzhi and Beauty" limited gift box was officially released, which is inspired by the design of "Haohao Yangtze River", implying that the friendship between China and Chile has a long history, just like the endless water of Haohao River, which is in line with Wuliangye's unremitting pursuit of inheriting profound heritage and brewing fine alcohol.
Taking the Chile event as an opportunity, Wuliangye also inspected and investigated the South American market, had in-depth exchanges with CCU Group, a well-known local beverage company, and reached a cooperation intention to accelerate the pragmatic cooperation between the two sides in new product research and development, brand promotion, market development and other aspects. At the same time, Wuliangye also went deep into other countries in South America, and actively expanded overseas markets by inspecting vineyards and estate construction, investigating and researching the liquor "going to sea" market, docking and negotiation with well-known liquor companies, and visiting local art and cultural palaces, so as to promote economic and trade cooperation and cultural exchanges with pragmatic actions, and inject new vitality into the internationalization of Chinese liquor and enterprises.
Explore the new expression of "internationalization" of liquor
Going overseas has always been a long-term proposition for China's wine industry.
In the process of internationalization, the uniqueness of China's liquor industry, the more complex process and technology in the brewing process, and the hazy characteristics of liquor culture have caused certain obstacles to its international exchanges.
To connect liquor with the world, Wuliangye is not limited to one-way product display, but is committed to the communication and integration between cultures, so that Eastern and Western cultures can have a sincere dialogue, find resonance, and explore new expressions of the value of liquor with the common pursuit of culture and spirit, and find a new path for the internationalization of liquor.
Let foreign consumers understand Chinese liquor and Chinese lifestyle, Wuliangye presents technology, research and development, and innovation in the new expression of "harmony and beauty". The spiritual core of "harmony" comes from its insistence on quality.
Wuliangye is the world's first solid distilled liquor brewed with five kinds of grains, rice and glutinous rice originating from China, sorghum from Africa, and wheat from West Asia are respectively endowed with different flavors; more than 600 years ago, corn from South America became one of the raw materials for Wuliangye liquor, so far Wuliangye liquor has become a "fragrant, sweet, clean, refreshing, mellow" flavor achievement. It is not only a materialized presentation of China's "harmony" and "common beauty", but also a perfect embodiment of the beauty of the world and harmony and symbiosis.
Every drop of Wuliangye wine has excellent product quality and contains the connotation of excellent traditional Chinese culture. Let the fragrance of Chinese liquor float around the world, Wuliangye has gone through a history of more than 100 years.
As early as 1915, Wuliangye went to the other side of the ocean to participate in the first Panama International Exposition, showing the world China's broad and profound wine culture. In the past years, Wuliangye has established international marketing centers in Asia Pacific, Europe and the Americas, and set up "Wuliangye Restaurant" in Hong Kong, China, Tokyo and other places to create a "Chinese wine + Chinese cuisine" model, intuitively displaying Chinese food culture and telling the story of Chinese liquor in a perceptible and tasteful way. At the same time, we will strive to create the IP of "Harmony and Beauty Global", accelerate the internationalization process of Chinese liquor with the common language of fine wine, and promote the world to "live in harmony and symbiosis, and share beauty and beauty".
In fact, in terms of exploring the internationalization of Chinese liquor, Wuliangye also has the strength to show its role as a "great country", frequently appearing in major international platform activities such as the World Expo, APEC, Boao Forum for Asia, and CIIE, telling the story of Chinese liquor and Wuliangye, taking the lead in formulating international standards for Chinese liquor, promoting the construction of a liquor standard system suitable for international trade, and enhancing the international discourse power of Chinese liquor brands.
With fine wine as the link, Wuliangye is allowing global consumers to experience harmony, create harmony, and share harmony. As the pioneer and leader of China's "going global", Wuliangye will continue to show the quality charm and cultural connotation of Chinese liquor to the world, lead the liquor industry to a broader global market, and promote Chinese liquor and excellent traditional culture to go further and wider.