Core Viewpoint - The collaboration between Water Well and the Temple of Heaven celebrates over 600 years of cultural heritage, emphasizing the significance of wine in Chinese New Year celebrations and the connection between traditional rituals and modern festivities [1][2][4]. Group 1: Historical Significance - The Temple of Heaven, built over 600 years ago, served as the highest stage for state sacrifices during the Ming and Qing dynasties, with over 650 recorded ceremonies [2][3]. - Water Well, located in Chengdu, has been brewing exceptional wine since the late Yuan and early Ming dynasties, embodying the cultural essence of the Temple of Heaven [2][3]. Group 2: Product Launch - Water Well and the Temple of Heaven have jointly launched a New Year auspicious wine, available in two special sizes: 2026ml and 606ml, to commemorate their shared history [6][7]. - The limited edition of 2026 bottles for the large size and the special gift box for the Year of the Horse signifies a blend of cultural heritage and modern marketing [6][7]. Group 3: Consumer Engagement - The campaign encourages nationwide participation through interactive mechanisms, allowing consumers to engage in a "good luck" initiative with opportunities to win prizes [8]. - The concept of the "first cup of good luck" is designed to resonate with consumers, linking the act of drinking wine to cultural traditions and personal celebrations [8][9]. Group 4: Brand Philosophy - Water Well aims to deepen its brand proposition of "drinking fine wine to celebrate good moments," positioning itself as a preferred choice for various celebrations throughout the year [9][10]. - The brand's rich heritage and commitment to quality have established it as a leader in the high-end Chinese liquor market, responding to modern consumers' desires for meaningful emotional connections [10][11].