On November 4th, the 4th China International Import Expo (CIIE) officially kicked off, as the core supporting enterprise of the Expo and the diamond member of the Hongqiao Economic Forum, Wuliangye (000858) set up intangible cultural heritage display in the cultural exchange activity display area, once again showing the unique charm of Chinese traditional culture and national brands to the world.
The Wuliangye exhibition hall of this expo is composed of a cultural experience hall and an in-depth tasting hall, etc., through light and shadow, materials, landscape scenes, etc., vividly displaying the eight ancient wineries of Wuliangye, the furnishings of old wine and plum bottles, the first to eighth generations of Wuliangye, etc., through the immersive space experience and diversified product system guidance, to the four seas of guests deeply interpreted the ingenuity of Wuliangye's ultimate craftsmanship, profound and long-standing cultural heritage.
On the opening day, a large number of merchants poured into the Wuliangye Exhibition Hall, and the crowds were crowded, a lively scene. Wuliangye products such as 501 Wuliangye, Classic Wuliangye, International Fashion Wuliangye, Wuliangye and Yuandingjingsheng were all unveiled, attracting people's attention and receiving praise. Among them, Wuliangye Yuanding Jingsheng is highly sought after by Chinese and foreign merchants, and this world's first high-end wedding exclusive product launched by Wuliangye and the internationally renowned brand Swarovski shows the perfect cooperation between the East and the West in the most beautiful way, and is also a typical case of Wuliangye actively responding to the national "Belt and Road" initiative and leading the internationalization and diversified cooperation of Chinese liquor.
The 4th CIIE Wuliangye Culture Exhibition Hall
As the world's first import-themed national exhibition, CIIE has become four major platforms for international procurement, investment promotion, people-to-people exchanges and open cooperation after four sessions of development. As a representative of China's national brand and a leading enterprise in the industry, Wuliangye continues to participate in and actively supports the activities of the Expo, and the Wuliangye Cultural Exhibition Hall will be settled in the National Convention and Exhibition Center (Shanghai) for a long time, and continue to interpret the "national spirit" and "wonderful world" of Chinese brands in national exhibitions and global events, contributing to the strength of the wine industry to promote world openness and cooperation, global people-to-people exchanges and people-to-people ties between countries at the Expo.
As one of the most well-known liquor brands in China, Wuliangye is rooted in Yibin, Sichuan, which is defined by UNESCO and FAO as "the most suitable region for brewing high-quality pure distilled liquor at the same latitude of the earth". In 2017, Yibin and Cognac, Scotland, Puerto Rico, Guadalajara and other places were awarded the title of "World's Top Ten Spirits Producing Regions". In the long history, Wuliangye has gradually formed a unique winemaking process, and has continued to use more than 650 years of national treasure-level ancient cellar ponds in the early Ming Dynasty, perfectly combining the five raw materials of sorghum, rice, glutinous rice, wheat and corn, using "solid state continued bad, mixed steaming and mixing, running cellar circulation, layered cellaring, double-wheel bottom fermentation, layered bad, layered distillation, quantity and quality wine picking, according to quality and altar, graded storage, careful blending" and other complex processes brewed, and each link is graded management, layer by layer selection, to achieve" The production standard of "the best of the best" reflects Wuliangye's dedication to craft brewing.
Since its debut at the Panama International Exposition 106 years ago, Wuliangye has taken the dissemination of traditional Chinese culture as its own responsibility and led China's high-end liquor to go abroad and embrace the world as a pioneer. In 1995, Wuliangye won the gold medal of the 13th International Trade Fair in Panama, usa; in 2015, it won the gold medal of the centenary expo in Milan, Italy, the most popular liquor brand loved by overseas Chinese at the Milan World Expo in Italy, and Wuliangye products won the gold medal product of the Milan World Expo in Italy; in 2017, it participated in the Astana World Expo in Kazakhstan; in 2021, it was awarded the official partner status of the Chinese Pavilion of the Dubai World Expo, and appeared at the Expo as a designated wine.
China Pavilion at Expo Dubai
Up to now, Wuliangye has set up three major international marketing centers in Asia-Pacific, Europe and the Americas, and its product distribution business covers more than 100 countries and regions. In Tokyo, South Korea, Seoul and other places and Hong Kong, China and other places, Wuliangye Restaurant has been established in Düsseldorf, Germany, Milan, Italy, and strengthen the overseas operation mode of "Chinese wine + Chinese cuisine", as well as "display + tasting" and "product + culture"; actively participate in international economic and cultural exchange activities to promote Chinese liquor and traditional culture "going out".
In June this year, brand finance, the world's authoritative brand value assessment agency, released the "alcoholic drinks 2021" list, which includes the list of "2021 Top 50 Most Valuable Spirits Brands in the World", and overall, the total value of the top 50 spirits brands increased from US$129.7 billion in 2020 to US$135.9 billion in 2021, an increase of 5%. Wuliangye ranked second with a brand value of US$25.8 billion, with a brand value increase of 24%, and brand awareness and influence are constantly improving. With the opening of the Expo, China's outstanding national brands represented by Wuliangye will carry out more in-depth exchanges and cooperation with global merchants, and more clearly show the world China's vigorous development vitality and the unique charm of Chinese traditional culture.