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 ...

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]