Core Insights - In 2026, Wuliangye will partner with the Central Radio and Television Station for the Spring Festival Gala for the fourth consecutive year, enhancing its brand presence among global Chinese audiences [1][4] - The collaboration has evolved from simple interaction to deep content integration, establishing Wuliangye as a significant cultural symbol during the New Year celebrations [4][10] Group 1: Partnership and Cultural Integration - Wuliangye's partnership with the Spring Festival Gala will see the event's first sub-venue in Yibin, the birthplace of Wuliangye, merging the brand's identity with local cultural heritage [3][8] - The event will showcase Yibin's unique cultural charm and brewing heritage, with performances that integrate local customs and the brand's history [8][10] Group 2: Marketing and Consumer Engagement - Wuliangye will distribute 100,000 "He Mei Hao Li" gifts during the gala, creating emotional connections with consumers through high-frequency interactions [4][6] - The interactive gift list includes various products and experiences, such as special wine gift boxes and a chance to win a high-value prize, reinforcing the brand's tradition of conveying emotions through gifts [6][12] Group 3: Comprehensive Marketing Strategy - The brand has developed a full-scenario communication matrix around the theme "He Mei Wuliangye, Happy Chinese New Year," targeting both young and traditional consumer groups [11][12] - Innovative collaborations with popular artists and IPs aim to resonate with younger audiences, enhancing brand visibility and sales [11][14] Group 4: Experiential Marketing and Brand Value - Wuliangye's flagship store, set to open on February 17, will serve as a physical embodiment of the brand's values, offering a space for cultural engagement and product experience [16] - The brand's marketing strategy emphasizes the integration of cultural symbols into consumer experiences, aiming to deepen connections with customers during the festive season [16]

春节，不仅是中华民族最深刻的文化基因，也日益成为世界感知中国、共享喜悦的重要窗口。在此美好 时节，五粮液（000858）以"和美"为核，以"共庆"为桥，启动"和美五粮液 五洲庆新春"全球品牌文化盛 宴，于全球多个国家和地区开展品牌体验活动。同时深度融入总台《2026年春节联欢晚会》，以"和美 好礼"独家互动合作伙伴之名，陪伴千家万户共度团圆时刻，生动诠释一个民族品牌如何以酒为媒，酿 造传世佳酿，深情陪伴消费者的"和美生活"。 举杯五粮液，开启"五洲庆新春"和美新篇 美酒是聚会的情感催化剂，亦是沟通友谊的桥梁。今年五粮液将以一杯东方酿造的至臻美酒，基于"全 球统一主题，区域特色落地"的核心策略，在美国、法国、俄罗斯、加拿大、韩国、马来西亚、缅甸、 新加坡等多个重点市场同步开展"和美五粮液 五洲庆新春"系列活动。 这并非简单的品牌曝光，而是一场深度的文化对话：在巴黎塞纳河畔的市集，在纽约时报广场的街头， 在东南亚国家的地标景点……五粮液将与当地庆贺新春的特色形式巧妙融合，通过沉浸式品鉴、文化交 流、艺术展陈等多元化体验，将中国白酒所蕴含的"和合共生 美美与共"的东方哲学，转化为全球消费 者可感知、可参与的文化语言 ...