In a significant move to promote Chinese liquor culture globally, Wuliangye, one of China’s most prestigious白酒 brands, has joined hands with Baijiu International to launch its products in New Zealand. The strategic partnership was formalized during a visit by the Governor of Sichuan Province, Huang Qiang, to New Zealand in April 2024.
Strategic Partnership and Exclusive Distribution Rights
During Governor Huang’s visit, the Wuliangye Group Chairman Zeng Congqin and the Chairman of Wuliangye Import and Export Company, Chen Chong, accompanied the governor and signed a strategic cooperation agreement with Baijiu International Limited. This agreement designated Baijiu International as the exclusive distributor of Wuliangye in New Zealand, marking a significant step in the brand’s international expansion.
Launch Event in Auckland
After months of meticulous preparation, Baijiu International hosted an official launch event for Wuliangye in Auckland on August 30, 2024. The event was held at the Honey restaurant in the iconic SkyCity complex, attracting approximately 100 guests, including government officials, business leaders, sales channel partners, local liquor enthusiasts, and media representatives.
A Showcase of Chinese Liquor Elegance
The launch began with an elegant wine tasting event, where guests were treated to special cocktails and sparkling wines blended with Wuliangye. They were also shown a brand video that provided an in-depth look into the history and culture of this premium Chinese liquor brand.
The management team of Baijiu International, including Chairman Pan Yang, Brand Director Zhang Yun, and Sales Director Li Jinyuan, introduced the strategic significance of Wuliangye’s entry into the New Zealand market and outlined future development plans.
Distinguished Guests Celebrate the Occasion
The event was graced by the presence of several distinguished guests, including National Party MP Lu Nan, Auckland Deputy Mayor Desley Simpson, former National Party Chairperson Peter Goodfellow, Executive Director of the New Zealand China Trade Association Jeff Shepherd, and President of the New Zealand Chinese Chamber of Commerce Dr. Yang Jian.
National Party MP Lu Nan expressed her delight at the arrival of Wuliangye, a brand rich in cultural heritage, in the New Zealand market. She believed that this would not only enhance the image of the Chinese community but also inject new vitality into the New Zealand economy. She pledged to recommend Wuliangye to more local friends and wished the brand success in the New Zealand market.
Auckland Deputy Mayor Desley Simpson thanked Baijiu International for choosing the Honey restaurant as the venue for the launch. She pointed out that introducing Wuliangye, an internationally renowned Chinese liquor brand, would boost Auckland’s economy and enrich the city’s culinary culture. She particularly praised the Wuliangye cocktails prepared on-site for their excellent taste.
Peter Goodfellow, a seasoned politician who has visited China multiple times and tasted various Chinese liquors, shared his excitement at trying Wuliangye outside of China for the first time. He emphasized his deep appreciation for Chinese culture and hoped for continued friendly exchanges between China and New Zealand.
Jeff Shepherd, representing the New Zealand China Trade Association, expressed his gratitude for the invitation and highlighted that as a key business exchange platform between New Zealand and China, he was delighted to see Baijiu International bring Wuliangye to the New Zealand market. This move would undoubtedly further promote trade between the two countries.
Dr. Yang Jian, President of the New Zealand Chinese Chamber of Commerce, stated that Wuliangye, as China’s national liquor, represents profound Chinese cultural heritage. The brand’s entry into New Zealand not only brought high-quality liquor but also the essence of Chinese culture. He hoped that through the promotion of Wuliangye, more New Zealanders would come to understand and appreciate Chinese culture.
Authorization Ceremony and Market Awareness
Baijiu International awarded authorization certificates to经销商 representatives during the event, and several premium Wuliangye liquors were showcased for tasting. Professional explanations helped guests deeply appreciate the unique charm of Wuliangye, enhancing the brand’s market recognition.
The launch event concluded with a gala dinner where Wuliangye’s exquisite liquors were paired with fine cuisine. The evening was enlivened by a quiz game and精彩 performances, creating a warm and enjoyable atmosphere.
The successful conclusion of the Wuliangye launch event in New Zealand marked a significant increase in brand awareness and a promising market outlook. Baijiu International’s in-depth interactions with business elites are expected to expand its合作 network, laying a solid foundation for the long-term development of the brand in the New Zealand market.
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