春糖求变 八方商贾汇蓉城 年年春糖年年新 锦江宾馆地段共享单车"告急"!3月23日，第96届全国糖酒商品交易会即将在成都世纪城新国际会展中心揭幕。连 日来，随着越来越多的参会客商云集成都，不少糖酒会的布展酒店外，出现了共享单车供不应求的情况。 3月22日，未申请到展位的展商，选择在酒店办展，在凯宾斯基酒店分会场，洽谈区挤满了客商。 （记者 郝飞 摄） 骑着单车"赶场"成为今年糖酒会期间的一道风景，也从一个侧面体现出糖酒会迅速接纳新生事物的能力。善于吐 故纳新，让糖酒会持续焕发出强大的生命力。 云集 近3000家参展企业 来自江西的赵洋是第一次到成都参加糖酒会，主要是"来开开眼界"。他是郎酒的经销商，早早通过糖酒会官方平 台进行了资料登记。今年糖酒会专业观众"首日免票"的待遇让他很期待。 赵洋不知道的是，为了满足他的期待，糖酒会的工作人员刘西已忙得有一个多星期没有回家。看着办公桌上崭新 的一摞摞参展证，他感到了满满的成就感。这数以万计的参展证将通过各种渠道送到参会专业观众手中。 与"老项目中的新人"不同，从泡菜行业跨界餐饮行业的孙临渊，带着自热火锅、方便火锅而来，他们的产品很受 旅游食品、自驾游食品经销商欢迎。 ...

2025年，中国白酒的国际化进程已从单纯的产品出口阶段，迈入以"跨文化体系构建"为核心的新阶段。国际化不再是简单的渠道铺设，而是涉及风味语言校 准、消费场景融合、行业基础建设协同的"系统性工程"，对酒企的长期主义心态与跨文化运营能力提出了更高要求。 12月25日，搜狐酒业主播毕然连线白酒教育机构联合创始人、国际化推广专家钟雨辰，开启搜狐酒馆第48期节目，共同探讨新阶段下白酒国际化的破局之 道，直播热度29万+。 本次对话中，钟雨辰指出，白酒国际化的关键在于主动融入海外主流消费场景，并建立跨文化的风味品鉴语言。他认为，行业需形成合力，共建基础体系， 而不仅仅是企业各自为战。短期内出口增长受结构因素影响，长期发展则取决于品牌能否在海外被自然喝起来。他建议消费者初尝白酒时可从清香、浓香等 更易接受的风味入手。 以下是直播全文摘要，供行业人士参考。 毕然：作为白酒教育与品鉴体系的推广者，您认为建立一套能被国际主流广泛理解和接受的白酒语言或标准，最关键的一步是什么？ 钟宇辰：我认为最难的并非翻译品鉴术语本身，而在于我们与国外消费者及专家的"风味参考系"不同。最关键的是建立一套跨文化的风味品鉴框架。先让不 同文化背景的人 ...

Core Viewpoint - The article emphasizes the global expansion and cultural integration of Chinese liquor, particularly Moutai, as it seeks to connect with international markets and consumers through cultural experiences and innovative marketing strategies [1][10][22]. Group 1: Events and Forums - The first Chishui River Forum was held on October 28, 2025, in Maotai Town, where various international and Chinese liquor brands united to issue the "International Famous Liquor Chishui River Declaration," promoting ecological protection and cultural heritage [1]. - The 18th World Chinese Business Conference showcased Moutai cocktails, enhancing Moutai's influence among overseas Chinese and in Southeast Asian markets [3]. Group 2: Internationalization Strategy - Since 2023, Moutai has been exploring deeper international markets, transitioning from mere product exports to a comprehensive approach that includes cultural exchange and innovative marketing [3][12]. - Moutai's international revenue is projected to exceed 5 billion yuan in 2024, marking a 19.27% increase year-on-year, with significant growth in the European and Southeast Asian markets [17]. Group 3: Cultural Integration - The article highlights the importance of cultural narratives in liquor consumption, with Moutai aiming to connect with consumers through storytelling and cultural experiences [4][5]. - Moutai has developed brand IPs like "Moutai Night" and "Moutai Cultural Festival" to provide unique cultural experiences to global consumers [13]. Group 4: Market Adaptation - Moutai's marketing strategies emphasize local adaptation, such as pairing Moutai with local cuisines in markets like Macau and Brazil to enhance acceptance [20][22]. - The company is focusing on training professionals to improve service quality and cultural understanding among consumers [15]. Group 5: Future Outlook - Moutai's internationalization is seen as a model for other Chinese brands, emphasizing quality and cultural integrity while navigating global market challenges [22].

Core Insights - The Chinese liquor industry is still in a deep adjustment phase as of the end of 2025, shifting from volume growth to a focus on market share redistribution due to declining demand pressures [2][3] - The high-end market is losing its appeal, leading to a downward adjustment in mainstream price ranges, with distributors adopting a cautious outlook for the upcoming Spring Festival sales [2][3] - Key issues facing the industry include overcapacity, high inventory levels, price inversions, and a lack of consumption scenarios, as highlighted by industry leaders [2][3] Market Dynamics - The price of Moutai liquor has become a significant indicator of industry adjustments, with its wholesale price dropping to 1500 yuan per bottle in December 2025, reflecting broader market challenges [3][4] - Among 20 A-share listed liquor companies, only Guizhou Moutai and Shanxi Fenjiu reported positive growth in the first three quarters of the year, while the remaining 18 experienced negative growth [3][4] - The new regulations on government consumption and changing preferences among younger consumers are contributing to the industry's downturn [3][4] Industry Adjustments - The current adjustment is characterized by a proactive approach from leading companies, focusing on quality improvement and channel optimization rather than aggressive price cuts [4][5] - There is a significant market differentiation occurring, with top brands managing to maintain their positions while smaller and less established brands face existential threats [4][5] - The industry is expected to enter a "U-shaped" recovery phase in 2026, driven by structural differentiation and improvements in actual sales and inventory levels [5][6] Strategic Shifts - The industry is undergoing a transformation in response to new consumer behaviors, with a consensus on the need for lower-alcohol products to cater to younger demographics [6][7] - Companies are increasingly embracing e-commerce and new retail models to adapt to changing market dynamics [6][7] - Internationalization is becoming a necessary strategy, with companies like Luzhou Laojiao expanding into over 70 countries, although challenges such as trade barriers and cultural differences remain [7][8] Future Outlook - The industry is expected to realign its value propositions to connect more closely with consumers' daily lives, marking a significant shift in survival logic [8]

2025年，伴随中国品牌国际化从产品贸易向文化价值输出的转型浪潮，洋河股份（002304）锚定"文化出海"战略，践行"墙外开花墙内香"的传播逻辑，以 高端化、平台化、本土化为核心抓手，搭建起覆盖外交场景、商业渠道、文化阵地的立体化国际传播体系。这让其不仅实现了海外市场业绩的逆势突围， 更完成了从"产品出海"到"文化出海"的关键跨越，同步深化了国内外的洋河品牌认知。 值得关注的是，2025年洋河股份同步在海外落地近400场品牌推广活动，并战略性布局文化交流中心与品牌体验店，这也为其海外销售增长提供了有力的 品牌支撑。 在Brand Finance发布的2025年度全球最具价值烈酒品牌TOP10中，洋河股份依旧稳居世界前六，彰显其在世界烈酒行业中的影响力。 业内人士指出，洋河股份国际化如今取得的成绩既得益于前期的渠道前瞻性布局，也离不开精细化的区域运营。具体来看，洋河在海外市场并非简单铺 货，而是针对不同区域消费特性做产品适配，例如针对中东市场调整的梦之蓝手工系列，就精准契合了当地高端消费圈层的口感偏好与礼赠需求。 亮眼的海外销售数据背后，是洋河股份在高端场景的持续深耕，其高端白酒的品牌形象正通过各种渠道和国际展 ...

Group 1: Cultural and Educational Initiatives - The Dabie Mountain Red Culture Training Base was inaugurated at Yingjia College, aiming to integrate local resources, academic expertise, and corporate strength to create a comprehensive platform for red education [1] - The base is expected to serve as a model for red culture inheritance and political education, contributing to the revitalization of the old revolutionary areas [1] Group 2: Market Expansion and Strategic Initiatives - Huatao, Vice Chairman and General Manager of Wuliangye, led a team to explore new cooperation models and market opportunities in Australia, focusing on adapting to local drinking habits and enhancing channel layouts [1] - This initiative aligns with Wuliangye's 2025 marketing strategy, emphasizing the importance of on-ground insights for channel development in the Oceania market [1] Group 3: Leadership Changes - Li Qiang has been appointed as the new Chairman of Yili Te, following the resignation of Chen Zhi due to retirement age, marking a leadership transition within the company [2] Group 4: Product and Facility Developments - The Xijiu Tank Storage Center in Guangzhou was officially opened, featuring a storage capacity for approximately 3,000 tanks of liquor, designed to enhance cultural experiences and social interactions [3] - The center promotes two main products, Tank Storage No. 1 and No. 2, each with a capacity of 25 liters [3] Group 5: Innovative Marketing Strategies - Jiugui Liquor has launched China's first love-themed street in Changsha, collaborating with a local media outlet to create a unique social space for young people [4] Group 6: Strategic Vision for Future Growth - Luzhou Laojiao plans to advance its ecological chain strategy during the 14th Five-Year Plan, focusing on cultural branding and technological innovation to build a collaborative network with global partners [5] Group 7: Corporate Relocation and Historical Recognition - China Resources Beer has officially relocated its headquarters from Beijing to Shenzhen, aligning with the national strategy for the Guangdong-Hong Kong-Macao Greater Bay Area [6] - Two distilleries in Shanxi have been recognized as industrial heritage sites, contributing to the preservation of local brewing history [6]

美国时间2025年12月4日至7日，"茅台巴拿马万国博览会获奖110周年暨旧金山茅台日设立10周年"纪念活动在纽约拉开序幕。 110年前，茅台酒以陶罐装酒的形式在1915年巴拿马万国博览会上亮相，并凭借卓越品质荣获金奖。如今这场"茅台参与世界110年"荣耀纪念活动，既是对 1915年品牌出海起点的回望，更是茅台2025年国际化战略加速的关键落子。 截至今年前三季度，国际经销商增加至121家，海外营收同比增长31.29%，显著高于公司整体增速。 从旧金山艺术宫的历史场景再现，到贯穿全年的全球品牌行动，茅台展示的已不单是产品出口的规模扩张，更是一种价值扎根的全球化新路径。从这场跨 越一万五千公里的美国"双城纪"，亦可看见中国白酒巨头从"走出去"到"走进去"的战略升维。 从"偶然亮相"到"系统布局" 当地时间12月7日，旧金山艺术宫的穹顶之下，110年前茅台参展巴拿马万国博览会的陶坛复刻品静静陈列，与身旁青金石色调的"巴拿马金奖110年纪 念"新品形成跨越世纪的对话。 1915年的旧金山，茅台以陶罐盛装的质朴形态随中国参展团亮相巴拿马万国博览会，"摔坛留香"的传奇让酱香酒首次赢得国际瞩目。但彼时，茅台与一同 参展的 ...

在酱香热退、浓香内卷的当下，清香型白酒凭借独特工艺和"晋善晋美"文化内核，实现逆势崛起。本文 系统梳理清香型白酒复兴的逻辑与未来路径，探寻其高质量发展的新机遇。 行业现状：白酒行业进入深度调整期，清香型迎来战略机遇 2023年以来，中国白酒行业进入新一轮调整期。行业总产量连续六年下滑，2023年规模以上白酒企业产 量671万千升，同比下降5.1%；而销售收入却达7563亿元，同比增长9.7%，呈现"量减价增"的鲜明特 征。这一数据背后，是高端化与性价比两端市场的同步扩张，中间价位带持续承压的复杂局面。 在酱酒板块，前期资本过热导致的库存高企、价格倒挂问题凸显，2023年酱酒主力产品批价平均回落 15%-20%，渠道库存周期普遍达12-18个月，远超健康水平。浓香型白酒则陷入更为激烈的内卷竞争， 前五大品牌占据浓香市场67%的份额，区域品牌生存空间被持续挤压。 预计到2025年，新场景消费占比将超15%，综合收入突破30亿元，为产业注入新活力。 "口感适配+文化输出"成为国际化关键。"一带一路"沿线建设海外仓，以中国美食+晋地美洒组合输出中 国诚信纯粹文化，并参与国际标准制定，加快国际接轨步伐。 在此行业背景下 ...

这种"美酒+体育"的营销叙事，不仅实现了中国白酒与全球顶级体育IP的深度绑定，更以"产品力筑基、营销力破局"的协同策略， 为传统白酒国际化突围提供了可借鉴的"品效合一"新样本。 01重磅发售世界杯官方联名产品 12月5日，中国白酒国际化进程再迎标志性事件：白酒龙头五粮液正式全球发售"五粮液FIFA2026世界杯官方联名产品"。 覆盖不同场景、不同人群的官方联名产品矩阵与长周期"竞猜赢五粮液真免单"互动活动的推出，打通了从购买到体验的链路闭 环，从而实现了球迷与粉丝"喝五粮液，亲临世界杯"的梦想。 构建全球共识的价值锚点 2026年世界杯看点重重，注定将成为足球历史上前所未有的一届盛会。不仅是世界杯首次由美国、加拿大和墨西哥三个国家承 办，也是首次扩军至48支参赛球队，共进行104场比赛。 万众瞩目的盛况为品牌的出圈带来了新机遇。作为国际足联官方联名产品合作伙伴，五粮液以"大国浓香"为载体，推出了一场宏 大的体育营销叙事。 12月5日，2026年美加墨男足世界杯分组抽签仪式在美国华盛顿举行。同日，五粮液FIFA2026世界杯官方联名款产品在京东直播间 重磅首发上市，央视频客户端同步直播。据了解，超百万人观看了本 ...

白酒的"出海热"近期在持续升温。 南都湾财社-酒水新消费指数课题组记者留意到，临近年末，白酒对"出海"的规划和动作进一步增加。 其中，近期贵州发布的《关于制定贵州省国民经济和社会发展第十五个五年规划的建议》提到，将实 施"黔酒出海"专项行动，支持企业大力开拓国际市场。这一消息再度引起业界对白酒出海的关注。 据了解，在今年国内白酒市场"存/缩量博弈"加剧、白酒消费深度调整等影响下，不少酒企进一步加大 了白酒的海外市场拓展，在海外市场进行调研、招商以及进行品牌推广等活动等，这也使得酒企海外业 务的增速"跑赢"了国内市场增速。在综合因素影响下，白酒海外开拓的机会来了吗？ 海外市场增速高于国内，酒企"出海热"悄然升温 对比国内白酒市场的深度调整，白酒在海外的拓展进度以及收获则是相对要大得多。 今年11月，中国食品土畜进出口商会酒类进出口商分会发布了2025年前三季度酒类进出口情况。其中， 白酒出口总额为7.04亿美元(折合人民币49.97亿元)，同比增长5.3%，出口量为1215万升，同比增长 4.9%。 在海外市场持续扩容的背景下，南都湾财社记者留意到，国内白酒行业及酒企都对海外市场加大了关 注。 从产区和地区来看 ...