Wuliangye and Michelin Guide made a total of "Hemei Feast", "Gourmet+Wine" cross -border Chinese liquor story

On August 23, the 2022 Guangzhou Michelin Guide conference and dinner were held. Wuliangye appeared as the "Michelin Guide's official partners in Mainland China". Two century -old legendary brands are cross -border to join hands, with the "food+wine" activities such as "food+wine" as the carrier, and tell the new generation of consumer groups in a young and fashionable way to tell the story of Chinese liquor and Wuliangye.

It is reported that in January this year, the first edition of the "Michelin Guide" was officially released. Chengdu became the fourth Chinese city in Michelin's guide after Beijing, Shanghai, and Guangzhou. Wuliangye joined hands with the Michelin Guide as "2022 Chengdu Michelin Guide Official Partners", and presented a banquet feast for everyone. Under the pursuit of the high degree of fit between the two parties, the upgrade of Wuliangye has been upgraded to "Michelin Guideline Official Partners in Mainland China". The two parties will be in innovative forms in the conference and dinner of the Michelin Guide and dinner in Guangzhou, Chengdu, Beijing, and Shanghai. Innovative content, innovative expression, and launching the "Harmony Feast" of "Gourmet+Wine", while telling consumers in the form of cross -border, while telling the story of Chinese liquor stories, it continues to polish the golden signboard of the "big country and the beauty of the United States".

According to the plan, this year's Mid -Autumn Festival, a number of Michelin -star -rated restaurants will be launched with delicious, ingenious and tasting, and the Wuliangye meal with wine set meals. The multiple enjoyment of sensory officials will also enrich the harmonious integration of East and Western food culture.

Wuliangye joined hands with Michelin Guide to work with Shiwa Luo Shiqi to launch the fashionable product of "Wuliangye · Yuan Ding Shengsheng", and once again joined hands with international IP to meet the new needs of young consumers with high -quality products and use young consumers to use young consumers and use young consumers. In a fashionable way, tell the new generation of consumer groups to tell the innovative exploration of Chinese liquor stories and the story of Wuliangye.

Food and wine are world languages ​​that are not divided into borders and integration, and they are the links of the people of the world. As a typical representative of China's strong white wine, Wuliangye brewing skills began in Tang Dynasty, flourished in the Song Dynasty, and became named (1909). Consumers make wine. The Michelin Guide, which was born in 1900, adhering to the original intention of "Sharing a Beautiful Food Experience with Global Food Lovers" and is committed to creating a green and pleasant gourmet experience for consumers. The two century -old legendary brands have similar hearts and similar feelings. They are focusing on quality life, better satisfying the longing of global consumers for a better life, and a height of the ingenuity, innovation, and taste buds enjoyment.

In order to meet the consumer demand in the new era and close to young consumer groups, in recent years, Wuliangye has continued to innovate cross -border cooperation, increase brand publicity and IP activities, and conducts different scenarios, emotional, interaction and personalization for different consumer groups. Services, together with the Forbidden City, Sanlian Life Weekly, Southern Weekend and other first -class content creators, they worked with the "Newly Palace Museum", "Forbidden City", "Yangtze River Culture with Wanli", "Gift! China" and "China West Lake Love Rose Wedding" The series of cultural IPs pay tribute to traditional cultural classics with wine, and upgrades to create Wuliangye exclusive IPs such as 520 and American Culture Festival, 915 specialty stores, and 1218 Super Fan Festival. The word of mouth in the circle has steadily improved.

People in the industry pointed out that today, when the whole people run towards common prosperity, pursuing and beautiful life has become a popular hope, and it requires a better emotional experience and spiritual life. Therefore, as a new demand, a new cultural and economic format with "cultural IP" as the core, such as "the tide of national learning" and "Hanfu heat" is accelerating the rise and development.

The impact of cultural IP on high -end liquor brands is becoming more and more prominent. A recognizable cultural IP can deepen consumers' perception of brands and products, shorten the distance from consumers, and then affect the specific measures of consumer actions. Wuliangye cross -border and Michelin Guide is undoubtedly an innovative expression of emotional and personalized services. It is a two -way empowerment and mutual promotion. , A sense of identity, further enhance the brand's influence and reputation.

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