据茅台官微报道，当地时间1月23日至25日，茅台集团党委副书记、总经理王莉率代表团赴法国开展文化交流与市场调研活动。 此次行程紧随茅台第三次亮相达沃斯世界经济论坛之后，通过拜访国际酒企、行业协会，召开渠道商交流会，调研终端市场，发布文化新品等举措，深化 中法酒业对话，锚定欧洲市场改革方向，为茅台持续深耕欧洲市场、助推国际化战略落地注入新动力。 作为中华优秀传统文化的重要载体，茅台始终以先行者姿态推动白酒国际化。此次法国之行，茅台把行业交流与文化互鉴深度结合，先后拜访了法国人头 马、卡慕两大知名干邑品牌，以及中国贸促会驻法国代表处、法国中国工商会，构建起中法酒业及经贸文化交流的纽带。 - 49 8 3 and I bo F 12 成立于1724年的人头马酒庄，隶属于人头马君度集团，旗下路易十三、人头马两大干邑品牌享誉全球。代表团在人头马的干邑地区总部、梅尔滨酒窖、品 鉴中心、蒸馏厂，探寻酒庄的历史脉络和工艺流程。双方围绕市场前沿布局、科技创新应用、全球高端烈酒消费趋势、品牌文化传承等话题深入探讨，加 深了彼此理解与信任，为全球高端烈酒品牌之间的跨文化对话奠定了基础。 法国卡慕始创于1863年，是世界著名干邑品牌 ...

当地时间1月8日，意大利佛罗伦萨四季酒店内，一场融汇东方千年酿造智慧与意大利顶级餐饮美学的高 端私宴优雅启幕。作为米其林指南中国唯一全球合作伙伴，五粮液携手米其林指南，联合本地米其林一 星餐厅IL PALAGIO主厨Paolo Lavezzini与客座餐厅SAPORIUM FIRENZE主厨Ariel Hagen，以"四手联 弹"形式，共同演绎了一场贯通东西、跨越风味的感官盛宴。 (佛罗伦萨米其林一星餐厅IL PALAGIO主厨Paolo Lavezzini与客座餐厅 SAPORIUM FIRENZE主厨Ariel Hagen分享餐酒搭配灵感) 活动现场，五粮液立足自身品牌文化与品质根基，向到场嘉宾分享了以酒为媒搭建跨文化沟通桥梁的实 践探索。五粮液源自中国四川宜宾，依托始于公元1276年的元明古窖池群，以高粱、大米、糯米、小 麦、玉米五种粮食和谐共酿，形成"各味谐调，恰到好处"的典型风格，直观诠释"和合共生，美美与 共"的酿造哲学。 (米其林星厨Paolo Lavezzini与Ariel Hagen"四手联弹"定制菜单) (CBC白酒国际认证课程欧洲区负责人张子阳为来宾解读五粮液独特优势及品鉴之道) 晚宴核 ...

Core Viewpoint - Shede Liquor is expanding its international presence by launching the "Shede Zizai" product at the 2026 International Old Liquor Festival in Sydney, Australia, marking a significant step in its global strategy [1][3][22] Group 1: Event Overview - The Shede Old Liquor Festival and the global launch of Shede Zizai took place on January 22 in Sydney, attended by various dignitaries and business representatives [1] - This event is the fifth stop in Shede's global tour, following previous events in Canada, France, Singapore, and Malaysia [3] Group 2: Strategic Importance of Australia - Australia was chosen as the launch site due to its status as a commercial hub in the Asia-Pacific region, with a mature consumer market and strong high-end purchasing power [4] - The presence of a significant Chinese-speaking population in Australia facilitates cultural resonance and acceptance of Shede's liquor [4] Group 3: Product Launch and Market Trends - Shede Zizai, with an alcohol content of 29 degrees, is designed to meet the global trend towards lower-alcohol beverages, appealing to diverse consumption scenarios [15][17] - The product aims to resonate emotionally with global consumers through its "Zizai Yuedi" philosophy, promoting a relaxed drinking experience [15][17] Group 4: Cultural and Charitable Initiatives - The festival included a charity auction, with proceeds supporting local Chinese entrepreneurship and cultural exchange projects, reinforcing Shede's commitment to social responsibility [14] - The event highlighted Shede's role in enhancing cultural ties between China and Australia, as noted by local government officials [6] Group 5: Future Expansion Plans - Shede plans to continue its international expansion, with products set to launch in key markets across five continents, including the US, Malaysia, Singapore, and the UK [22] - The establishment of the "Shede Global Wisdom Elite Club" aims to leverage local influencers to promote Shede Zizai and its cultural significance [19] Group 6: Product Differentiation and Market Positioning - Shede Zizai is positioned as a differentiated product in the international market, combining low alcohol content with high flavor, appealing to modern consumer preferences [20][22] - The product has received multiple awards for its quality and innovation, establishing a strong market reputation domestically [20]

Group 1 - The core viewpoint is that Yanghe Distillery is actively participating in the internationalization of Chinese liquor, specifically in South Korea [2][3] - Yanghe Distillery has established a sales network in South Korea, involving distributors and company personnel to promote its products [2]

Core Insights - The 96th National Sugar and Wine Products Trade Fair is set to take place in Chengdu, attracting nearly 3,000 exhibitors and expected to draw close to one million attendees [4][3] - The event showcases the adaptability and innovation within the sugar and wine industry, with new products and strategies emerging to meet diverse consumer demands [6][8] Group 1: Industry Trends - The fair has seen a significant increase in participation, with nearly 3000 exhibitors, indicating a robust interest in the sugar and wine sectors [4] - The event is characterized by a strong presence of Sichuan flavor enterprises, with over 116 Sichuan-based companies participating, particularly in the seasoning category [10] - The competition is intensifying as consumer preferences become more diverse, leading to a rapid evolution in product offerings [8][11] Group 2: Product Innovations - New products are being introduced at the fair, such as a spicy sauce called "Fan Ye," highlighting the continuous innovation in the food and beverage sector [5] - Traditional liquor companies are also launching new products and adjusting pricing strategies, with some brands expecting significant price increases in the coming months [6][8] - Sichuan seasoning companies are reporting substantial order volumes, with some firms already securing over 200 million yuan in orders even before the fair officially begins [9][11] Group 3: Market Dynamics - The fair serves as a platform for industry players to gauge market changes and consumer preferences, with a notable shift towards wine consumption as the wine exhibition area has expanded significantly [8] - The event is also a venue for discussions on the internationalization of Chinese liquor, with experts emphasizing the need for cultural elements to resonate with younger consumers [14][15] - The Sichuan tea industry is leveraging the fair to enhance brand visibility, with local tea companies inviting attendees to experience their products, despite limited formal representation at the event [19][20]

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]