文 | 王璨 当白酒的年轻化目标逐渐抬头，品牌的潮流化姿态也由国内逐步迈向海外。凭借创意特调鸡尾酒与汇聚 人气的时尚基地，五粮液（000858）巧妙融合传统白酒与国际现代潮流元素，让"五谷罗尼"在当地酒吧 声名鹊起。这一现象，正是五粮液创新出海战略、重构品牌国际叙事的一个生动缩影。 由味蕾的极致体验触发浅层感官的愉悦惊喜，进而潜移默化地引领文化认知、促进文明互鉴，五粮液由 浅入深的战略布局，亦在"和美全球行"的征程中，通过更加深入、多元的路径，持续打破年龄纵向界限 与圈层横向壁垒，实现消费群体的纵向渗透与横向拓展。市场营销范式的重新定义、海外战略的全面升 级，五粮液书写的白酒出海故事，正焕发新的生机与无限可能。 创意特调燃动法兰克福酒吧， "量体裁衣"打入国际年轻群体市场 为时尚举杯，不仅是品牌面向部分消费者的特例，更是白酒企业整体趋向潮流、链接全球年轻消费群体 的符号。 在国内打开年轻群体增量空间的五粮液，也将该战略思维引入了国外。 价值的传递向来讲求场景的开发与深入渗透，品牌"年轻化"目标，亦需要借助与年轻群体近距离沟通、 互动来推动。本次五粮液"和美全球行"德国站期间，五粮液·紫气东来与"五谷罗尼""年 ...

此时的川酒，已然成为连接中塞两国友谊的桥梁，也让中国白酒在国际舞台上赢得更多赞誉。 在"川酒全球行"品鉴交流会上，五粮液"五谷罗尼"鸡尾酒与经典五粮液10成为全场瞩目的焦点。"五谷 罗尼"鸡尾酒以其独特创意将中西方酒品巧妙融合，展现出中西文化碰撞的无限可能；经典五粮液10则 凭借历经时光沉淀的极致品质，让现场嘉宾深刻感受到中国高端白酒的独特魅力与醇厚韵味。这两款酒 品的精彩亮相，不仅赢得现场嘉宾的一致好评，更为五粮液后续开拓热带地区消费市场提供宝贵的经验 与启示。 当地时间7月8日下午，塞舌尔萦绕着东方酒香。随着五粮液（000858）"和美全球行"走过德国慕尼黑、 法兰克福、杜塞尔多夫三城后，首度走进非洲，"香约"塞舌尔首都维多利亚——2025"川酒全球行"品牌 推广活动在此举办。作为川酒龙头企业，五粮液深度融入"川酒全球行"系列活动，旨在向世界展示川酒 独特魅力，讲述川酒故事，塑造国际化品牌形象，培育国际消费群体，并进一步助力川酒及中国白酒提 升全球影响力。 作为五粮液"和美全球行"版图上最新一站，塞舌尔站是继欧洲、大洋洲、美洲、亚洲四大洲活动后，五 粮液首次来到非洲开展文化交流。 活动现场，布置丰富多元， ...

现场，五粮液精心准备的"五谷罗尼"鸡尾酒，充分演绎了东方浓香与西式调饮融合的谐调美感，宾客们 还品鉴了顶级菜品与顶级白酒的创意搭配，品味以五粮液为代表的川酒风味，在杯盏交错间体验味蕾的 奇妙之旅，感受东西方酒文化的交融和鸣。 探路岛国市场 "和美全球行"德国站系列活动的余热未消，五粮液（000858）的"和美"航程已驶向新坐标（603040）。 7月8日，2025年"川酒全球行"走进"印度洋明珠"塞舌尔。作为川酒代表品牌，五粮液深度融入"锦绣天 府·安逸四川"中国(四川)-塞舌尔文旅合作交流会、"川酒全球行"品鉴交流会，携手川酒品牌展示东方酿 造文化，在万里之外的岛国奏响川酒强音，为中国白酒出海注入"和美"动能。 深化跨国交流 五粮液"和美全球行"走进塞舌尔 7月，五粮液"和美全球行"足迹遍及德国和塞舌尔，"和美"版图再度延伸，并首次走进非洲，开启跨越 山海的对话。 在塞舌尔站活动中，五粮液通过主题展示、品牌推介等形式，生动呈现了五粮液作为川酒代表的深厚历 史和独特价值。川酒展区内翠竹、熊猫等四川元素引人驻足，来宾纷纷合影记录"和美"瞬间。五粮液展 区尤为亮眼，陈列第八代五粮液、经典五粮液系列、五粮液·紫气东 ...

当地时间7月8日，五粮液"和美全球行"首次来到非洲，走进被誉为"印度洋明珠"的塞舌尔，通过品牌展 示、交流合作、美酒品鉴等多种形式，展示白酒独特魅力，积极探索"一带一路"岛国的海外市场布局新 模式，助力不同国家经贸合作，推动多元文化交流互鉴。 美酒是跨越国家的语言，是人与人之间沟通交往、情感表达的媒介。五粮液集团（股份）公司董事长曾 从钦在品鉴交流会致辞时表示，一杯川酒，充分展现了万物和谐共生的自然之美和天人合一的匠心智 慧。如今，四川已形成了以"川酒六朵金花"为代表的品牌集群，是中国白酒核心产区。作为川酒代表， 五粮液汇聚高粱、大米、糯米、玉米、小麦五谷精华，经过93个工艺步骤，310道工序与218个质量检测 点的匠心淬炼，成就了"各味谐调、恰到好处"的至臻风味，形成了独特的"和美"文化，与塞舌尔多元文 化融合的特征高度契合。希望以酒为媒，促进两地经贸往来、文化交流开出更多浓香四溢的友谊之花。 业内人士表示，本次活动展现了五粮液引领中国白酒出海的龙头担当，也为国际市场开拓，尤其是共 建"一带一路"国家市场布局探索了可供参考的出海样本，极具创新性和开拓性意义。 美酒是跨越人类文明的通用语言。五粮液作为最早走出 ...

Core Viewpoint - Wuliangye Group emphasizes the importance of focusing on its own development amidst current uncertainties, aiming for quality and reasonable growth by 2025 [2] Market Strategy Adjustment - The eighth generation of Wuliangye will focus on direct distribution to 20 cities with a dynamic and flexible adjustment of quantities based on market demand [5][9] - In 2022, Wuliangye's product revenue reached 67.875 billion yuan, a year-on-year increase of 8.07%, with a gross margin of 87.02% [5] - The company has implemented a refined market strategy for the eighth generation of Wuliangye, with online sales increasing by 30% year-on-year during the Spring Festival [5] Market Development and Talent Strategy - Wuliangye is committed to enhancing its market competitiveness by optimizing its terminal network and expanding into emerging channels [9][10] - The company is focusing on market-oriented and professional talent development, with a new mechanism for selecting personnel in its e-commerce division [10] Incremental Market Expansion - Wuliangye plans to open 21 new overseas markets in 2024 and has appointed two young vice presidents to lead internationalization and youth-oriented strategies [18][14] - The company aims to integrate its products into mainstream consumer groups abroad through collaborations with Michelin restaurants [19] Youth-Oriented Strategy - Wuliangye is launching products with lower alcohol content to cater to the preferences of younger consumers, with plans to introduce a 29-degree product later this year [20] - The company is creating diverse consumption scenarios and engaging with young consumers through social media platforms and events [20]

Core Viewpoint - The 2025 Sichuan International Wine Expo highlights the importance of cultural heritage in the liquor industry, showcasing the innovative practices of Wuliangye in preserving and promoting traditional brewing techniques while integrating modern technology [2][4][6]. Group 1: Event Overview - The expo features a "1+1" dual venue layout, creating diverse consumption scenarios with five major exhibition areas, including Chinese liquor, Sichuan liquor, international wines, and distilled spirits, attracting over a hundred renowned liquor companies from more than ten countries [4][6]. - Wuliangye's "Fourth Wuliangye and Beauty Culture Festival" was awarded as one of the "Top Ten Innovative Marketing Examples for Sichuan Baijiu Brands for 2024-2025" [2][4]. Group 2: Cultural Heritage and Innovation - The event emphasizes the significance of traditional brewing techniques as a national intangible cultural heritage, with Wuliangye representatives and other national heritage inheritors declaring their commitment to preserving these techniques [6][8]. - Wuliangye's technical advisor, Zhao Dong, discussed the company's efforts in integrating modern technology with traditional brewing practices, focusing on policy, platform, talent, and management to ensure the sustainable transmission of intangible cultural heritage [6][8]. Group 3: Talent Development and Training - Wuliangye has established multiple systems for the management of intangible cultural heritage representatives and has built a national high-skilled talent training base, producing 89 national-level talents and 72 provincial-level talents [8]. - The company is expanding the expression and display of intangible heritage, including the release of a comprehensive lineage of 28 representative inheritors of Wuliangye's traditional brewing techniques [8]. Group 4: Future Outlook - Wuliangye aims to continue as a leader in the active transmission of intangible heritage, linking cultural empowerment with industry development, and creating new ways to express and disseminate cultural heritage [9].

5月25日—29日，以"深化改革增动能 扩大开放促发展"为主题的第二十届中国 西部国际博览会在 成都举行，作为本届西博会"唯一指定用酒"，五粮液携全链成果亮相，立体展现了其"因酒而生，却 不止于酒"的产业跨界融合风采，以多个领域的科技创新，展现东方酿造的产业链革新之路。 开幕式现场 西博会发端于西部大开发、始创于2000年，至今已成功举办了19届，是西部地区规模大、门类全、 影响力强的开放合作展会平台，作为中国对外开放的重要窗口，已经成为世界了解中国西部、中国西 部走向世界的重要桥梁和纽带。 作为川酒代表和行业龙头企业，五粮液积极参与西部大开发，坚持"做强酒业 做优非酒 做大平台"发 展战略，迅速成长为一家以酒业为核心，涉及绿色包装、机械制造、智慧物流、金融投资、大健康产 业等领域的特大型国有企业集团。 跨界融合发展 "因酒而生，却不止于酒" 今年西博会上，五粮液深度参与各项活动，并在欢迎会上，展示中国传统酿造技艺的深厚底蕴，以一 杯"大国浓香"架起中国与世界美美与共的交流桥梁。与此同时，五粮液还创新展陈方式，"从一粒种 子到一瓶美酒，从一瓶美酒到美好生活"，全产业链展示了以酒业为根，多元协同发展，以科技创新 ...

今年西博会上，五粮液深度参与各项活动，并在欢迎会上，展示中国传统酿造技艺的深厚底蕴，以一杯"大国浓香"架起中国与世界美美与共的交流桥梁。与此同时，五粮液还创新展陈方式，"从 "五粮液的展馆内不仅能闻到浓浓酒香，感受到千年酒文化，而且让人惊叹的是，一个根植于传统农耕文明的企业，正以开放的胸襟，积极拥抱科学技术，在产业链上的多个环节创新突破，助推 五粮液展厅位于西博城5号馆，展厅以"守正创新·和美共生"为展陈理念，围绕五粮液"从一粒种子的播种，到一瓶美酒的诞生，再到产业配套和全球流通"的过程，以沉浸式线性动线引导观众， 步入五粮液主题展厅，中心位置陈列着经典五粮液10、第八代五粮液、五粮液1618、五粮液·紫气东来、低度五粮液等核心产品，精美的酒瓶包装，让人瞬间感受到"大国浓香"的魅力；四周精 可以看到，种植环节，五粮液从高粱、大米、糯米、小麦、玉米种子开始，承载大自然的馈赠，展现北纬30°黄金酿酒带，好粮酿好酒的味蕾密码；酿造环节，通过五粮液利川永、长发升、全恒 从一粒孕育于土地的种子开始，五粮液历经精心种植、匠心酿造、精致包装、高效物流，最终化作人们餐桌上的美酒，融入千家万户的美好生活之中。而从产业来看，五粮 ...

Group 1 - The core theme of the 2025 Osaka World Expo is "Envisioning a Revitalized Future Society," with 158 countries and regions participating, and Wuliangye being the first Chinese liquor brand to officially appear in the China Pavilion [2][3] - Wuliangye aims to showcase Chinese traditional culture and its unique brewing techniques through various promotional activities, including exhibitions and collaborations with Michelin-starred restaurants [4][5] - The company emphasizes its commitment to green development and ecological sustainability, aligning with the Expo's theme of building a community of life between humans and nature [8][9] Group 2 - Wuliangye has a historical connection with world expos, having participated in several significant events over the past century, including the Panama International Exposition in 1915 and the Shanghai Expo in 2010 [3][4] - The company has introduced innovative products and experiences at the Osaka Expo, such as the first overseas authorized experience restaurant and limited-time offerings like cocktails and white liquor coffee [7][12] - Wuliangye's strategic focus includes creating a zero-carbon enterprise and enhancing its circular economy, with plans to invest 2.586 billion yuan in 2025 for key projects [12][13] Group 3 - The company is actively expanding its international presence, particularly in Japan, where it has established various sales channels and marketing strategies to enhance brand recognition [14][16] - Wuliangye's "He Mei Global Tour" initiative has been launched to promote Chinese liquor culture globally, with previous events held in multiple countries [13][16] - The brand's value continues to rise, as evidenced by its ranking in the "World's 500 Most Valuable Brands" list, where it improved its position to 219th, marking an 8-place increase [17]

025年4月13日-10月13日，主题为"构想焕发生机的未来社会"的2025年日本大阪世博会在"东方曼彻斯特"大阪举行。作为"2025年大阪世博会中国馆高级合 作伙伴"，五粮液深度融入中国馆展陈活动，发布五粮液2025年大阪世博会中国馆纪念礼盒，举办"五粮飘香・和美之味"——五粮液海外授权体验餐厅授 牌仪式，联动全球市场开启"五粮液·世博季"营销活动，打卡大阪主题快闪店，全程参与2025年大阪世博会中国馆四川活动周系列活动，独家冠名"和美五 粮"熊猫之夜·品味四川国际商务交流会，还深入日本多地调研酒类市场，将蕴含浓厚中国文化的中国元素，以组合式套餐文化输出，正式拉开2025年五粮 液"和美全球行"日本首站之旅，造就多个"高光时刻"。 "组合式"出击五粮液高频绽放"大版时刻" 作为中国文化的名片，五粮液是世博会的老朋友。 从1915年巴拿马万国博览会崭露头角，2015年闪耀米兰世博会，2020年迪拜世博会助力"华夏之光"绽放光彩，到2025年大阪世博会，五粮液已经携手世博 这一国际高端平台走过了110年。 今年的大阪世博会，五粮液更是"有备而来"，为全球观众带来多场精彩活动，充分展现中国传统文化、中国民族品牌的 ...