来源：金叫唤来了 当国内酒厂忙着把白酒卖到海外时，澳大利亚一个"80后"土木工程师，在南半球塔斯马尼亚的僻远角 落，用冷藏卡车改造的"保温室"制曲，死磕中国白酒的固态发酵工艺，希冀能酿造出让中澳消费者都喜 爱的白酒。 魔幻的是，这个把"白酒"发音为"百聚"的老外，不仅酿出了很多华人认可的 "中国味"，还拿下了世界白 酒大赛金奖。 这款酒，叫"三友"（Sanyou），53度500毫升，售价188澳元，差不多要900元人民币。1月7日，金哥发 现它在公司官网已售罄。 这波炸裂的跨界，起点源于伊恩·赛普克斯（Ian Sypkes）一次偶然的好奇。 2017年底，伊恩在推特上刷到全球前十烈酒生产商名单。名单里5家是中国白酒企业，他却一个都不认 识。 这让他很是震惊。然后，他随手买了人生中的第一瓶白酒，也不知啥品牌，一口下肚，竟彻底迷上了这 独特风味。 枯燥的道路建设工作，早已让他心生厌倦，而家乡塔斯马尼亚的酿酒声誉，又近在眼前。 一个疯狂的念头冒了出来：我要酿白酒。 但没人觉得他能成。白酒是中国的文化密码，酒曲培育的时令之妙，窖池发酵的微生物之秘，哪是一个 老外能轻易吃透的？ 可是，伊恩偏要挑战。他放弃高薪工作和安稳 ...

2025年，在国内市场环境欠佳的背景下，白酒行业掀起了一场出海热。 对于大多数知名酒企来说，出海算不上是陌生词汇。数十年来，中国白酒出海的尝试已经屡见不鲜。从 增速上看，海外市场确实潜力巨大；但从销售额绝对值看，出海白酒销售额占白酒销售总额的比重依然 微不足道。我们的出海，到底出了什么问题呢？ 阳春白雪，难免曲高和寡 长久以来，中国白酒出海都呈现出"名酒引领、中小酒企抱团"的趋势。享誉全球的大品牌拿着旗下大红 大紫的高端大单品，靠着华侨、领事们的高端资源拓展销售渠道。而中小品牌则以产区的名义参加各类 国际展览会，争取为数不多的市场份额。这样的出海模式由来已久，看起来似乎很正常。 但其实，这正是中国白酒很难"上量"销售的原因所在。大品牌的大单品不可能太便宜，大家有目共睹； 中小品牌产品在关税、运费等成本"托举"下，也不可能降低价格。更何况，高端渠道消费者本来就应该 喝高端白酒，不是吗？然而，高端为主，中低端为辅的出海产品结构和渠道策略，造成了中国白酒出海 目标受众狭窄的现状。只针对高收入、高社会地位的优质人群，如何能够获得持续增量呢？这个问题其 实很好解决，把目标受众放在大众消费者身上就好了。 白酒出海新解—— ...

Core Viewpoint - The official launch of the Hainan Free Trade Port's full island closure operation on December 18 is expected to create significant policy advantages and institutional dividends for various industries, including the liquor industry, which is poised to leverage this opportunity for international expansion [1][4]. Group 1: Liquor Companies' Moves in Hainan - Major liquor companies such as Fenjiu, Wuliangye, and Langjiu have recently established operations in Hainan, indicating a trend of companies positioning themselves to capitalize on the new opportunities presented by the free trade port [4][5]. - The establishment of Fenjiu International Trade (Hainan) Co., Wuliangye's supply chain management company with a registered capital of 100 million yuan, and Langjiu's collaboration with Hainan Ecological Software Park exemplify proactive strategies by these companies [4][5]. - Other brands like Moutai and Luzhou Laojiao have also made significant investments in Hainan, with Moutai establishing a resort and Luzhou Laojiao setting up an international trade company [4][5]. Group 2: Supply Chain and Trade Dynamics - Hainan's closure policy is designed to enhance trade efficiency by allowing easier access for foreign goods and capital while maintaining regulatory controls for goods entering mainland China [1][5]. - The policy encourages the consolidation of processing activities within Hainan, reducing costs and improving logistics efficiency for liquor companies [5][6]. - The port of Yangpu is highlighted as a key hub for integrating scattered processing stages, which can significantly lower operational costs for liquor exporters [5][6]. Group 3: Hainan as a New Trade Hub - Hainan is positioned to potentially divert some trade flows from Singapore, which has historically been a significant hub for Chinese liquor exports [6][7]. - The region's capabilities are expected to evolve into a composite function that combines the roles of both Singapore and Hong Kong, facilitating not only trade but also production and brand showcasing for liquor companies [8][9]. - The zero-tariff policy in Hainan is anticipated to lower production costs for liquor companies, enhancing their competitiveness in international markets [8][9]. Group 4: Policy and Market Implications - The dual benefits of policy empowerment and innovative pathways provided by Hainan's closure are seen as advantageous for the liquor industry, simplifying processes and enhancing efficiency [9][10]. - The establishment of a trade network connecting Hainan, Southeast Asia, and the global market is expected to accelerate the penetration of Chinese liquor into ASEAN countries [9][10]. - The new institutional framework and shorter pathways for liquor exports from Hainan are viewed as revitalizing the long-standing topic of liquor internationalization [10].

Core Viewpoint - The article highlights the internationalization of Yanghe, a leading Chinese liquor brand, as it gains recognition on global platforms, particularly through its participation in the "Open Balkans" International Wine Expo in Serbia, where the Serbian President praised its product, "Dream Blue," as "pretty good" [1][2][12]. Group 1: Internationalization Strategy - Yanghe's internationalization strategy has evolved since the 1950s, with its inclusion in the national foreign trade system and its popularity in overseas markets during the 1980s [2][14]. - The "Open Balkans" expo represents an upgrade in Yanghe's international strategy, aligning with the Belt and Road Initiative, and plans for deeper cooperation with Serbia in 2024 [2][15]. - Yanghe has established a presence in over 80 countries and regions across six continents, enhancing the global market position of Chinese liquor [9][22]. Group 2: Product Quality and Brand Image - Yanghe focuses on a "soft" taste profile, appealing to global palates and breaking the stereotype of Chinese liquor being overly strong, thus providing a more accessible sensory experience [4][17]. - The brand's aesthetic design and participation in cultural events, such as overseas Spring Festival celebrations, help attract international consumers [6][19]. - By 2025, Yanghe plans to establish "Wine Dream Space" brand experience centers in Canada, Southeast Asia, and parts of Europe, serving as cultural touchpoints for international consumers [6][19]. Group 3: Cultural Integration and Market Penetration - Yanghe's approach emphasizes cultural integration, showcasing its products in high-profile international events and collaborating with local culinary traditions, such as in Spain and Kazakhstan [9][22]. - The brand's strategy of focusing on the universally appealing "soft taste" allows it to communicate effectively across cultural barriers, making it a model for other Chinese liquor brands [10][23]. - Yanghe's efforts not only enhance its market presence but also contribute to the overall elevation of Chinese liquor's status in the international market [9][22].

但这两年他明显感受到了市场温度的剧烈变动。2025年，新加坡飞天茅台终端批发价在300元新币（约 合1650人民币）上下浮动，经销商利润空间缩水。 2025年10月起，云伟龙决定做出改变。他新增代理贵州习酒，重新与剑南春合作，把业务铺得更大，寻 找单一增长点之外的市场机会。 智通财经记者 | 武冰聪 智通财经编辑 | 任雪松 64岁的新加坡人云伟龙回想起做中国白酒生意的21年，心情就像坐上了过山车。 作为新加坡市场老牌的茅台经销商，他在市场冷暖变化中浮沉。市场景气时，飞天茅台在新加坡的零售 价能比国内市场价高出10%-15%。海外经销商需要承担关税、人力、仓储等成本，但仍能获得可观的利 润空间。 加坡经销商云伟龙21年间销售多品牌中国白酒/制图：何苗 在新加坡和东南亚市场专营中国白酒生意21年，云伟龙如同中国白酒在海外市场的"拓荒者"。2004年， 由于没有市场认可度，他把两个货柜的茅台葡萄酒砸在了手里。时任贵州茅台董事长的季克良建议他， 卖真正的"拳头产品"飞天茅台。 2006年，他在新加坡开起了第一家贵州茅台专卖店。之后他陆续把茅台酒生意做到了马来西亚和柬埔 寨，又开始与五粮液、泸州老窖、国台酒、习酒合作 ...

"出海"正在成为白酒企业增长第二曲线。《贵州省促进白酒销售若干措施（征求意见稿）》公开征求意 见。其中提到，实施白酒出口战略。加快推动白酒出口，制定相关支持政策，培育出口企业梯队，利用 好我省国际友城和友好地区及侨务资源和市场，发展出口伙伴，拓展海外销售渠道，支持白酒产品进入 海外华人社区、超市、餐馆和中资企业在外职工食堂。白酒是贵州省的一块金字招牌，近年来，贵州省 重点布局东南亚、非洲、欧洲市场，持续开展"黔酒全球行"活动，组织茅台、习酒、珍酒等企业赴意大 利、新加坡、日本、肯尼亚等10余个国家和地区参加国际展会。贵州省政府数据显示， 2024年全省白 酒出口52亿元，同比增长18.5％，其中茅台占主力。随着国内市场竞争日趋激烈、开拓海外不仅是酒企 增长第二曲线，更是中国品牌走向全球、文化输出的重要一环。 ...

一瓶名不见经传的山东白酒，是如何征服韩国市场的？ 在韩国，有这样一瓶中国白酒：它出现在几乎每个中餐厅、烧烤店的餐桌上，也在便利店里和波本威士忌等西方进口酒做邻居。这款酒在韩国进口白酒市 场霸榜多年，韩国人爱它，自发宣传它，并给予它极高的评价：味道柔和，口感清爽，没有苦涩的余味。 它不是茅台，也不是五粮液，而是一款在国内甚至山东省内都名不见经传的白酒——烟台古酿。 图源Youtube 尽管是土生土长的国产品牌，但很多国人是在今年才知道烟台古酿的存在：在《鱿鱼游戏》第三季中，"烟台古酿"四个汉字赫然出现这部韩国制作的爆款 系列剧中，令很多人怀疑是不是烟台古酿给Netflix偷偷塞了广告费。 图源小红书@人生浪费指南 图源抖音@往事如风 如果在烟台登上一架飞往韩国的班机，那你会有很大概率碰见好几个拎着烟台古酿的身影，那都是韩国人带给自己老乡的礼物。烟台市也知道韩国友人好 这口，今年3月-10月，烟台市旅行社协会就推出活动：凡是来烟台住宿的韩国旅行团，都能获赠一瓶定制版的烟台古酿。 烟台古酿作为跨国送礼爆款单品的历史由来已久，据网友回忆，以前的烟台古酿每箱里面都有一个惊喜小礼品。人们印象中随酒附赠的物件包括但不限 于 ...

Core Viewpoint - Kweichow Moutai is actively reforming and adjusting to create a time window for long-term stable development amidst industry challenges, emphasizing the importance of adapting to new consumer trends and maintaining market position [1][3][18] Group 1: Company Strategy and Market Position - The company believes that the current period is an excellent opportunity for transformation, as reforms are often problem-oriented and can lead to greater development after downturns [1] - Moutai maintains a stable development trend due to its strong brand support and resilient channel system, despite facing significant challenges from the overall industry downturn [1][3] - The company aims to stabilize scale, speed, and efficiency while expanding its core product market position and adapting to new consumption trends [1][3] Group 2: Industry Context and Challenges - The white liquor industry is entering a deep adjustment period characterized by stock competition, with Moutai confident that opportunities outweigh challenges [3][5] - The recent Q3 reports indicate that many liquor companies are experiencing pressure on revenue and profit margins, with pre-receivable balances at a two-year low [5][6] - Moutai's strategy includes reducing market supply to maintain resilience and stability during this adjustment phase [17][18] Group 3: Consumer Trends and New Market Segments - Moutai is focusing on developing new consumer groups and integrating online and offline channels to adapt to changing market dynamics [3][6] - The company is targeting emerging industries such as technology and renewable energy to attract new customer segments [6][8] - Moutai recognizes the importance of understanding different drinking scenarios and consumer preferences across various age groups to effectively engage younger consumers [10][12] Group 4: Digital Transformation and E-commerce - The company is embracing digital shopping trends and is working on strategies to improve its online sales environment while maintaining price stability [9][10] - Moutai is actively developing e-commerce solutions and plans to facilitate compliance for traditional distributors entering online platforms [9][10] Group 5: International Expansion and Market Strategy - Moutai acknowledges the potential for growth in international markets but emphasizes a rational approach to expansion, considering cultural barriers and market dynamics [12][13] - The company plans to adjust its product strategy for international markets, focusing on high-end positioning and adapting to local preferences [12][13] Group 6: Production and Capacity Management - Moutai's production capacity decisions are influenced by ecological sustainability and the training of skilled workers, with a focus on long-term quality over short-term gains [16][18] - The company is strategically managing its inventory to enhance its resource base during industry downturns, preparing for future market recovery [16][17]

Core Insights - The article highlights the rapid growth of Zunyi's liquor exports, particularly in the context of the global expansion of sauce-flavored liquor, showcasing a new model of internationalization driven by government support and local enterprises [2][15]. Export Growth - From January to October this year, Zunyi's liquor exports reached approximately 61 million yuan, marking a year-on-year increase of over 300% [3][4]. - The total liquor export value for last year was over 24 million yuan, indicating a significant acceleration in export activities this year [4]. Emerging Enterprises - Eleven local liquor companies successfully made their first exports through the Zunyi Comprehensive Bonded Zone this year, demonstrating a shift from domestic focus to international markets [3][4]. - Smaller enterprises, previously lacking export experience, are now becoming key players in the export landscape, supported by comprehensive services from the bonded zone [4][6]. Diverse Market Dynamics - The export market is diversifying, with ASEAN, Japan, South Korea, Hong Kong, Macau, North America, and Australia emerging as primary markets, reducing reliance on traditional European markets [6][10]. - The article notes that the U.S. market has several million in export value, while Europe remains relatively underdeveloped in terms of overall exports [6]. Supportive Infrastructure - The establishment of a white liquor export task force in Zunyi aims to provide systematic support for enterprises, including the creation of technical guidelines and trade plans [8][13]. - The "accompanying service" model introduced by the Zunyi Comprehensive Bonded Zone has proven effective in helping local enterprises navigate the complexities of international trade [9][14]. Innovative Product Development - Zunyi liquor is innovating by exporting cocktail base liquor, marking a significant step in integrating Chinese liquor into international cocktail culture [10]. - The development of low-alcohol, small-packaged, fruit, and medicinal liquors is also underway to cater to diverse consumer preferences in different regions [10]. Challenges in Internationalization - Despite the successes, challenges remain, particularly in finding customers and navigating varying international regulations regarding liquor imports [11][14]. - The article emphasizes the importance of professional services in overcoming technical challenges related to customs, taxation, and labeling [11]. Future Outlook - Zunyi Comprehensive Bonded Zone plans to establish a provincial export base for sauce-flavored liquor, aiming to enhance cultural output and brand internationalization [14][15]. - The focus will be on providing comprehensive support and actively participating in international exhibitions to promote Zunyi liquor on a global scale [14][15].

Core Viewpoint - The primary focus of the news is on the internationalization of Chinese Baijiu, driven by the need for Chinese liquor companies to explore global markets due to domestic economic challenges and changing consumer behaviors [1][5][8]. Group 1: Current Status and Challenges - The current state of Chinese Baijiu exports is underwhelming, with an export value of $970 million in 2024, accounting for only 2.4% of the global liquor export market [8][9]. - The internationalization of Chinese Baijiu faces multiple challenges, including cultural barriers, varying regulations across countries, and a lack of established international standards [10][11]. - The report highlights that approximately 70% of Baijiu exports rely on Chinese communities abroad, indicating a weak local sales network [6][10]. Group 2: Industry Consensus and Collaborative Development - The report aims to unify the industry’s voice and promote the cultural value of Chinese Baijiu internationally, establishing a clear identity for the product [11][12]. - It advocates for a collaborative mechanism involving government, industry associations, and enterprises to create a supportive ecosystem for Baijiu's internationalization [12][13]. - The need for international talent with expertise in both Baijiu culture and international trade is emphasized to enhance local operations [13]. Group 3: Policy and Standardization - The report will outline the tax, sales, and labeling regulations in overseas markets to assist companies in formulating effective market entry strategies [14][15]. - It will also address domestic policies that support Baijiu exports, urging the government to facilitate favorable trade conditions [15][16]. - The establishment of a standardized certification system for Baijiu is proposed to improve its recognition in international markets [16]. Group 4: Strategic Outlook - The report is seen as a milestone in transitioning Chinese Baijiu from a local specialty to a global liquor category, with predictions of significant international growth by 2025 [17]. - Future trends include a shift from product-focused to culture-focused exports, diversification of markets, and an increase in high-end market participation [17]. - The collective effort of government, industry associations, and enterprises is deemed essential for successfully promoting Chinese Baijiu on the global stage [17].