This article was originally published in the Brand Finance Alcoholics Drinks 2024 report
Wuliangye, renowned for its efforts in pioneering the globalisation of Chinese Baijiu, has been a market leader since 1932, when it registered its first trademark. Wuliangye initiated the internationalisation of Baijiu by way of establishing three major global marketing centers, namely in Asia-Pacific, Europe, and the Americas.
“By upgrading its chain of "Wuliangye Grand Restaurants" located in Tokyo and Hong Kong, the leading Chinese Baijiu manufacturer aspires to expand its reach in these markets by integrating Chinese Baijiu with Chinese cuisine and innovating the approach through a fusion of "culture" and "experience".”
Together, the brand’s efforts in raising the popularity of holistic Chinese gastronomic and Baijiu consumption culture, also helps Wuliangye to constantly strive for new business development efforts around the world.
In 2023, in response to overseas business demands and the brand's international initiatives, Wuliangye launched the "Harmony and Beauty Global Tour," starting with an inaugural ceremony in Paris. Subsequently, the tour proceeded to New Zealand, Chile, and Brazil, promoting excellent traditional Chinese culture to a wider global audience.
This initiative showcased the profound cultural heritage and artistic charm of Wuliangye's Baijiu culture while demonstrating its determination to facilitate the brand’s global outreach.
This year, the "Harmony and Beauty Global Tour" by Wuliangye will explore Europe, the Americas, Southeast Asia, and beyond. Leveraging Chinese Baijiu as a universal language that transcends history and borders, Wuliangye is all set to adopt a more innovative expression of mutual appreciation and exchange among different communities. Wuliangye aspires to connect global consumers through the captivating aroma of Chinese Baijiu, nurturing a shared experience where they can admire and embrace the profound traditional Chinese wisdom of "harmony and beauty."
