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 ...

"当前白酒消费深刻变革，消费年轻化、场景日常化、品质悦己化、渠道数字化、价值情感化等趋势变 量交织共振。对于企业而言，关键还是要善于化危为机、危中寻机，心无旁骛地走好自己的路、做好自 己的事，以自身发展的确定性应对外部环境的不确定性。" 6月2 0日举行的五粮液2 0 2 4年度股东大会上，面对远道而来的投资者，五粮液集团（股份）公 司党委书记、董事长曾从钦在投资者交流环节一开场就给出积极表态。 2 0 2 4年以来，白酒行业进入深度调整期，全方位考验企业的经营底色。面对形势变幻，五粮 液始终以"稳健发展"应万变——2 0 2 4年营收、净利润双增，连续十年保持稳健增长，2 0 2 5年 一季度营收、净利润继续保持稳健正增长。 尽管今年行业调整期持续，五粮液管理层在股东大会上表示将依旧保持"稳健"发展目标—— 今年将持续推动质的有效提升和量的合理增长，营业总收入与宏观经济指标保持一致。 "当前白酒行业已经进入全面深度调整的'深水区'，化解这一系列矛盾的核心，是回归消费需 求原点，以更好的产品、文化、服务和投资回报满足产品市场和资本市场的期待。"五粮液股 份公司党委副书记、副董事长、总经理华涛指出。 为 推 进 ...

文 | 一点财经编辑部 陈紫 编辑 | 邹明 从一夜爆火到乏人问津，网红品牌走出这样的下坠曲线屡见不鲜。在传统的白酒行业，就有这么一家"网红"——江小白。 立志要做"年轻人的第一瓶酒"，江小白凭借走心的"鸡汤式"文案营销，在充满"老人味"的白酒江湖杀出一条路来，让外界得知，原来年轻人也喜欢喝白酒。 但成也营销，败也营销，江小白在高歌猛进的同时，却忽视了白酒品质的重要性，"难喝"之声不绝于耳，擅长的营销也频频翻车，近年来已然难寻声量。 江小白并不是消失了，而是转型了。白酒之路不顺畅，江小白推出"梅见""果立方"等果酒，想要再度吸引年轻人，实现自身的第二曲线。 但失去营销这一利器之后，江小白还能再创奇迹吗？现实往往比理想更残酷。 01 网红小白酒的败局 江小白当年在全网走红，依靠的并非品质，而是营销。 白酒向来极具"老人味"，年轻人到底还喝不喝白酒，连续多年都是爆点话题，认为喝白酒的人会越来越少一度成为热门观点。 直到江小白2012年横空出世，用100ml小瓶装、低度化瞄准年轻市场，打破了传统白酒"重口""老气横秋"的刻板印象，立志要成为"年轻人的第一瓶酒"。 江小白以微博、微信为主要阵地进行营销，各种伤痛文学式 ...

作为2025年大阪·关西世博会（大阪世博会）中国馆高级合作伙伴，五粮液通过首家海外授权体验餐厅落地东京、首次开设海外限定主题快闪店等多元创新形式，深度诠释中国白酒文化的独特韵 4月25日晚，2025年五粮液"和美全球行"日本站系列活动之"五粮飘香・和美之味"——五粮液海外授权体验餐厅授牌仪式举行，五粮液股份公司副董事长、总经理华涛正式向"飘香"餐厅主理人兼 活动现场，五粮液多款经典产品搭配定制融合菜单惊艳亮相，琵琶牡丹虾、蝾螺酥、五粮液香卤牛舌等中式特色美食赢得与会嘉宾一致好评。有现场食客表示，"食材与酒的醇厚感达成完美平衡 业内人士表示，此次"顶级酒+顶级餐"的组合，不仅标志着中国白酒首次以授权形式进入国际高端餐饮体系，也意味着五粮液由产品输出迈向文化体验持续升级，为中国白酒国际化进程打开新思 "和合共美·万物共生——熊猫伙伴全球行暨中国大熊猫金丝猴双宝文化艺术展"26日在东京多元文化会馆举行。活动聚焦珍稀动物保护，倡导生态文明理念，展现中华文化的多元魅力。 中国双宝文化交流中心由双宝文化创始人、摄影艺术家薛康先生倡导成立，致力以多元艺术展现双宝文化的独特魅力，倡导更多人关心、关注、关爱以大熊猫、金丝猴为代 ...

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]

Group 1 - Five Star Liquor has become the first Chinese liquor brand to officially appear at the 2025 Osaka World Expo, marking its entry into a high-profile international platform [1] - The company launched its "Harmony Global Tour" from the Osaka Expo, which includes the opening of its first overseas authorized experience restaurant in Tokyo and a series of cultural exchange activities [1][8] - The brand emphasizes its commitment to showcasing Chinese culture and wisdom through its participation in the Expo, aligning with the Expo's theme of "Envisioning a Lively Future Society" [3][5] Group 2 - The Osaka Expo features 158 countries and regions, with the China Pavilion focusing on themes of "Harmony between Man and Nature" and "Sustainable Development" [3] - Five Star Liquor's traditional brewing technique, known as the "1366" process, reflects a philosophy of ecological wisdom and balance with nature, resonating with the Expo's themes [5] - The company aims to deepen its international presence and promote Chinese liquor culture through various promotional activities during the Expo [7][17] Group 3 - The company has introduced a limited-time experience store at the Expo, featuring innovative cross-border products like cocktails and white liquor coffee, targeting younger consumers [12] - Five Star Liquor's international strategy includes a focus on the Japanese market, where there is a growing demand for high-quality Chinese liquor [10][12] - The brand's participation in the Expo is part of a broader strategy to enhance its cultural outreach and engage in meaningful dialogues with global consumers [8][17] Group 4 - The company supports cultural initiatives such as the "Panda Partners Global Tour" to promote Chinese culture and the unique qualities of its products [15] - Five Star Liquor aims to create a global "community of shared prosperity" through its "Harmony Global Tour," showcasing the richness of Chinese brewing culture [13][17] - The brand's internationalization efforts are driven by a dual strategy of "cultural export and local operation," enhancing its global footprint [17]

近期，2025年日本大阪世界博览会（简称"大阪世博会"）在日本大阪正式开园，4月28日，在大阪世博会中国馆，馆长晏晨晖向五粮液股份公司副董事 长、总经理华涛授予"2025大阪世博会中国馆高级合作伙伴"证书。五粮液再次以中国白酒领军者身份亮相世博舞台，成为首个在大阪世博会中国馆亮相的 中国白酒品牌，以酒载道，传递中国的"和美"韵味，展现中国文化、民族品牌的独特魅力与自信风采。 五粮液自1915年跨海远行，在巴拿马万国博览会大放异彩，110年来，持续赓续"世博情谊"，此次以全新姿态亮相大阪世博会，继续向世界分享"大国浓 香"的时代风华。 本届世博会期间，五粮液通过深度融入中国馆"共同构建人与自然生命共同体——绿色发展的未来社会"展陈，发布五粮液2025年大阪世博会中国馆纪念礼 盒，联动全球市场开启"五粮液·世博季"营销活动、首家海外授权体验餐厅落地东京、首次开设海外限定主题快闪店，深度参与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，联袂合作双宝文化艺术展，亮相川品耀世博展、中国（四川）-日本经贸 交流会暨企业恳谈会等一系列活动，以美酒为载体，创新场景营销， ...

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]