在文化出海成为国家战略、白酒全球化进程加速推进的关键节点，五粮液（000858）(000858.SZ)以"和 美文化"为核心，于当地时间7月3日至8日开启了"和美全球行"德国站与塞舌尔站的精彩旅程。 这一次"和美全球行"持续升级，五粮液走进德国、塞舌尔，开展了丰富多彩的系列活动，展示了五粮液 深厚的文化底蕴和卓越的酿造工艺，更通过多元化的合作模式和创新的营销手段，将"和美"文化传递到 世界各地，充分彰显了五粮液作为中国白酒领军品牌，在推动全球不同文明交流融合、和美共生方面的 责任担当与战略眼光。 酒香越山海，"和美"连天下 当"和美全球行"再次升级，五粮液以和美之姿，翩然走向世界舞台，开启了一场文化与酒香交织的传奇 之旅。在这场跨越山海的旅程中，五粮液用"和美"为世界呈现了中国白酒的独特魅力，让"美美与共"的 文化理念在异国他乡绽放光彩。 在德国站，五粮液的活动安排丰富多彩，涵盖了从科技合作到文化交流的多个层面。7月3日，五粮液在 慕尼黑承办川酒全球行活动；7月4日，与西门子签订战略合作协议，双方携手开启赋能"数字五粮液"建 设的新篇章；7月5日，与中国签证申请服务中心合作启动仪式在法兰克福举行，同时开展周末 ...

酒行业丨市场观察 本周看点： -白酒集体降度，能成为打开新消费的钥匙吗？ -白酒行业新战场：酒桌上的话语权争夺； -高库存叠加禁酒令，即时零售是白酒震荡期的解药吗？ 行业环境 1.白酒集体降度，能成为打开新消费的钥匙吗？ 关键词 ： 白酒降度,年轻消费者,低度酒市场,口感优化,新品研发 概要 ： 2025年上半年，白酒行业持续深度调整，推动酒企加速产品年轻化与低度化布局。五 粮液宣布将推出29度五粮液，泸州老窖和洋河也纷纷研发低度新品，迎合"90后""00后"消费群 体偏好。业内指出，低度酒并非为降低成本，而是通过更复杂工艺满足新一代消费者对口感、 健康和饮用体验的需求。尽管白酒整体市场增长放缓，低度酒仍保持增长态势，2025年市场规 模预计达740亿元。专家认为，低度化有助于打破传统消费圈层，拓展自饮、聚会等新场景， 成为酒企新增量来源。但改变消费习惯仍需长期市场培育。 2.白酒行业新战场：酒桌上的话语权争夺 关键词 ： 白酒行业,年轻消费,低度酒,即时零售,价格倒挂 概要 ： 白酒行业已进入存量竞争时代，面临政策调整、消费转型和存量竞争叠加的深度调整 期。年轻消费群体逐渐成为主力，偏好低度、果味、易入口酒 ...

一杯李渡酒，半部江西史 。李渡的文化内涵深刻的影响了每一位调研组嘉宾对中国白酒文化的认知。"江西人杰地灵，李渡文化深厚。我觉得李渡要进一 步发展壮大，首先要讲好江西故事，拉进与消费者的距离。"京报传媒副总经理刘莲认为，如今的消费者更愿意为能同自身情感产生共鸣的商品买单。 白酒品牌如何发挥自身文化优势引领发展， 面对行业深度调整白酒产业如何创新求变？6月26日至28日，由李渡酒业主办的2025"文化引领 创新求变"媒体 调研行在南昌举行。来自北京日报、扬子晚报、齐鲁晚报的媒体代表在李渡酒业相关负责人陪同下在李渡酒庄、元代烧酒作坊遗址、知味轩体验中心等实 地调研。 李渡和它的"国宝"故事 走在李渡元代烧酒作坊遗址，空气中弥漫着浓郁的酒香。元、明、清三代古窖池遗址依次排列， 从元代的"圆形"、明代"腰形"到清代"长方形"展示着窖池 的演变。 据介绍，2002年6月李渡酒厂改建厂房时，发现地下有古代酿酒遗迹。经江西省文物考古研究所进行抢救性发掘，有元代酒窖、明代水井、晾堂、炉灶、 蒸馏设施、水沟、墙基及酿酒遗迹，布局配套，完整齐全。 当年李渡烧酒作坊遗址被评为2002年度中国十大考古新发现之一。 自此 "中国最老古窖 ...

Core Viewpoint - The article highlights the strategic marketing initiatives by Yanghe Co., Ltd. to promote its products and enhance brand visibility through cultural events and sports sponsorships, particularly in the context of the Jiangsu Province City Football League. Group 1: Marketing and Cultural Integration - Yanghe has launched creative activities such as "gift wine + tourism" to engage football fans visiting Suqian, enhancing their experience and promoting local culture [2] - The company has partnered with Jiangsu Broadcasting Corporation to host the seventh-generation Hai Zhi Lan Lobster Carnival, merging food, wine, and football culture [2] - Yanghe's "goal scoring sends wine" campaign during the football matches incentivizes fan engagement by distributing 1,000 bottles of the seventh-generation Hai Zhi Lan for every goal scored [2] Group 2: Product Development and Innovation - The seventh-generation Hai Zhi Lan has gained significant attention, featuring an upgraded product design and quality, with annual sales exceeding 100 million bottles [4] - The new product includes a modernized bottle design and a built-in chip for production traceability, addressing market concerns about counterfeit products [4] - The core improvement in the product's base liquor has been extended from three years to over three years, incorporating aged flavoring spirits to enhance taste [4][5] Group 3: Comprehensive Product Matrix - Yanghe has developed a diverse product matrix that caters to various consumer segments, from high-end vintage wines to affordable light bottle wines, capturing the trend of consumer segmentation [7] - The company has introduced new high-end products at the twelfth sealing ceremony, leveraging its substantial reserve of high-end ceramic jar liquor [7] - Yanghe's commitment to consumer-centric product evolution is emphasized as a key competitive advantage for sustainable growth in the industry [7][8]

□泗伍 （图片由五粮液提供）联袂豫剧大家共话匠心传承，推出非遗大片展现创新活力……6月14 日，是我国第九个文化和自然遗产日，五粮液持续通过出圈出彩的活动，不断擦亮川酒金字招 牌，致力推动中华优秀传统文化的创造性转化和创新性发展。作为中国白酒行业的领军企业和四 川省重点国有企业，五粮液以高度的政治自觉和使命担当，坚定文化自信，通过系统梳理千年文 脉、创新文化表达方式、深化产业融合发展，走出了一条独具特色的高质量发展之路。这一实践 不仅彰显了民族品牌的文化自觉，更为传统产业转型升级提供了可以借鉴的"五粮液方案"。文化 铸魂千年传承厚植产业根基6月3日，"长江经济带高质量发展版图报告发布会暨首届市际战略研商 会"在宜宾召开。会上，《五粮液文脉史脉谱系——自然谱系、传承人谱系研究报告》（以下简称 报告）作为产业发展案例正式发布。这份耗时1年、约30万字的报告首次全方位对五粮液文脉史脉 谱系进行系统溯源和梳理。深刻诠释了"天人共酿 和美五粮"的文化与哲学，标志着"文化五粮 液"建设迈上新台阶。报告分为自然谱系和传承人谱系两部分。自然谱系研究总结归纳五粮液"和 合共生、美美与共"的和美文化与哲学，系统构建"一座城、双国 ...

中国人对吉利数的痴迷，堪称一门"玄学"，手机尾号要带"8"，结婚日期要挑"6"，香港车牌号"28"(粤语 谐音"易发")曾拍出1810万港币的天价，甚至连白酒的命名都暗藏数字密码——比如国窖1573。 "1573"是中国顶级白酒的基因代码，指向明万历元年，也就是1573年，卸甲归田的泸州人舒承宗开建泥 窖窖池群酿造浓香美酒。这些窖池452年生香不息，在1996年被评为全国重点文物保护单位，被誉为中 国第一窖。以"国窖"+"1573"为名，既是向历史致敬，更是宣告：中国白酒的顶级风骨，源自千百年未 曾中断的文化传承，和代代相传的匠心守护。除了传递悠长的历史底蕴，"1573"的谐音也是对消费者和 爱酒人士的深情祝福："一往情深""一路提升""一路旗胜"…… 中国白酒是天人共酿的产物，中国白酒文化也体现着仁、义、礼、智、信等中国文化的精髓。"国窖"二 字寓意国在天、窖在地，也彰显着泸州老窖"天地同酿 人间共生"的企业哲学。"1573"亦暗藏"一悟七 善"的哲思——以水之七善(居善地、心善渊、与善仁、言善信、正善治、事善能、动善时)为训，彰 显"上善若水"的东方智慧。酒如君子，润物无声。无论是对天人合一境界的追求，还 ...

Core Insights - The 2025 Osaka World Expo, themed "Envisioning a Future Society," will showcase Wuliangye as a senior partner of the China Pavilion, highlighting its role in promoting Chinese baijiu on a global stage [1][3] - Wuliangye's participation includes launching the "Harmony Global Tour," which aims to express cultural, brand, and product innovations, showcasing the company's commitment to ecological civilization and Eastern wisdom [1][3] Group 1: Brand Positioning and International Engagement - Wuliangye has been recognized as the "Senior Partner of the China Pavilion" at the Osaka Expo, marking its first official appearance as a Chinese baijiu brand at this international event [3] - The company is leveraging its participation to enhance its brand influence and expand business cooperation through various activities, including the "Panda Partners Global Tour" and cultural exhibitions [3][6] - Wuliangye's marketing initiatives in Japan, such as the "Wuliangye Expo Season" campaign, are designed to boost brand recognition and consumer engagement through promotions and collaborations with restaurants [4][6] Group 2: Innovative Marketing Strategies - The establishment of the first overseas authorized experience restaurant, "Piao Xiang," in Tokyo signifies Wuliangye's entry into the international high-end dining sector, enhancing its cultural experience offerings [6] - Wuliangye has introduced a pop-up experience store at the Osaka Expo, featuring innovative cocktails and interactive activities to engage younger audiences and redefine baijiu consumption [7] - The company's strategic initiatives reflect a shift from merely exporting products to fostering cultural exchange and value integration on a global scale [7][8]

Core Insights - Wuliangye has opened its first overseas authorized experience restaurant in Tokyo, Japan, marking a significant step in the integration of Chinese liquor with global fine dining [1] - The collaboration with Michelin-starred restaurant "Piao Xiang" will focus on the theme of "cross-border integration of Chinese liquor culture and world cuisine" [1] - The partnership will include the launch of a customized menu featuring Wuliangye, the creation of Wuliangye-themed cocktails, and joint tasting events to enhance the dining experience for Japanese customers [1] Company and Industry Summary - The establishment of the Wuliangye experience restaurant signifies a new phase in the international expansion of Chinese liquor, aiming to promote cultural exchange through culinary experiences [1] - The initiative is expected to explore the international fusion of "top-tier liquor + top-tier cuisine," contributing to the global presence of Chinese liquor [1] - This move aligns with the broader trend of Chinese brands seeking to penetrate international markets by leveraging partnerships with established local dining establishments [1]