Join HAnd with the Michelin guidelines like Wuliangye IS spread “Baijiu aroma” worldwide
Deepseek triggers new discussions about KI -LLMS worldwide, while the film ne ZHA 2 continues to increase the global cash ranking list. At the beginning of 2025, since the Chinese elements further strengthen their presence on the international stage, Chinese Baijiu does not miss this lively global celebration.
On February 10, the Michelin leader in Great Britain and Ireland began in Glasgow, where Wuliannye and the Michelin leader again joined to go to their global harmony and beauty tour. This cultural exchange “Gourmet + Baijiu” in East-West will include continents and reach overseasuries in Great Britain, South Korea, Japan, France and the United States. As a global partner of the Michelin guidelines, Wuliangye will not only take part in the publication of the Michelin Guide list and the combination of Baijiu and global cuisine, but also curate a number of innovative, targeted events to promote effective cross-border communication.
The powerful fusion of “Top Baijiu” and “Top Cuisine” is the deep integration of the Chinese Baijiu culture into the international culinary landscape. Through a sensory experience, Wuliangye tries to research the cultural wealth behind the flavors, to promote harmonious integration into global cuisine and to promote China's culture “harmony and beauty”.
A clear and advanced way to internationalization: strategy and vision of Wuliannye
In 1909 Wuliangye was officially named. This “Premium Baijiu, which was made from the essence of five grains”, embodies not only the values of symbiosis, harmony, beauty and inclusiveness, but also a relentless pursuit of innovation and extraordinary quality. Today Wuliangye is the highlight of the aromatic Baijiu craftsmanship in China. During the same period, the Michelin leader in Paris, France, was born and encouraged people to explore the wider world. Over time, it has developed into a global culinary guide that even deserves the title of the “Gourmet Bible” and reflects the public curiosity about the taste and openness to various culinary cultures.
Since 2021, these two brands, which are combined through similar values and ideals, have started a journey to explore the ultimate merger of “taste and culture”. From her first collaboration as an official partner of the Michelin guidelines in Chengdu to the official partner in all of the mainland china, Wuliangye has expanded his presence on Guangzhou, Chengdu, Hangzhou, Beijing and Shanghai. By creating “Gourmet + Baijiu” cross-border collaborations, the brand has established a deep connection to consumers in high-end ingredients. Special dishes such as the “Pan-Seared Norwegian Sable Fish” in Chengdu and “New Fish & Lamb Soup” integrate Wuliangye's unmistakable aroma into the flavors and offer an unforgettable taste experience. These efforts will increase global cooperation between Wulianny and the Michelin guidelines and will promise even more extraordinary quality experiences in the future.
Since the collaboration between Wuliangye and the Michelin guidelines, this journey from Chengdu has been expanded to the Chinese Chinese mainland and now globally, and reflects the gradual path of Wuliannye for internationalization and steadily steps into the markets in overseas and lays a solid basis.
Wuliannye has made extensive progress on the international market in recent years. On the channel front, three important international marketing centers have set up in Asian-Pacific space, Europe and America. In the meantime, Wuliangye Dining has strengthened the understanding of Baijiu's consumers in overseas through its “Culture + Experience” approach. With regard to brand promotion, Wuliangye continues to increase its global presence and continue through participation in events such as the Boao forum for Asia, APEC and the Fortune Global Forum. In addition to the 8th generation of Wuliannye Ziqidonglai, Wuliangye Panda and Wuliangye Classic Wuliang Highball and the aromatic Baijiu cocktail base, the brand developed “Wugusong” especially for young consumers in terms of the product. The latter has already made his debut in Mainstream bars worldwide and creates a youthful and international drinking experience. Wuliangye is dedicated to researching the merger of Wuliangye with more types of Alchohlic Liqour.
On the internationalization of Wuliannye, the cooperation with the Michelin guidelines is a clear and profound exploration that aims at those who are looking for the ultimate taste and create a new model for the global expansion of Baijiu.
“Great Baijiu“” + “Tsurgery CUisine “: Deconstruction of the global differentiation challenge through” harmony and beauty “
The Michelin guideline began to expand over 100 years ago to continents. Gwendal Pullennec, the current international director of the Michelin guide, once described the challenges: “The creation of a high-quality kitchen handbook on a high level takes time, which is why we have spent a lot of time researching local cultures and preparing the team of reviewers”.
The global expansion of the Michelin guidelines shows how cultural differences, eating habits and religious beliefs in the regions in relation to the ability of the restaurant industry to establish themselves on overseas strengths are deeply influenced. Taking into account the current status of the global spirits market, the market share of the three best spirits companies lies less than 20%and underlines the significant challenges in the globalization of spirits brands. In particular, the internationalization of the Chinese Baijiu faces even greater challenges. On the one hand, some countries are used to drinking before or after meals and prefer with low alcohol drinks, which creates a lack of suitable consumption contexts for Baijiu. While Baijiu has a long history of culture and Baijiu craftsmanship, consumers often have an understanding of this overseas and can even accommodate misunderstandings.
The Michelin guideline to start the global tour “Harmony and Beauty” is actually a proactive expression of wulianny, which embody harmony, symbiosis and joint joy. Due to the profound integration of taste, quality, brand and culture, it has triggered emotional response among consumers in overseas. This will be a long -term and visionary research. Just as the cooperation between the two has gradually expanded, a number of activities in the markets in overseas have also established a comprehensive cycle for the cultivation of consumers in overseas.
Next, Wuliangye will actively take part in the Michelin leader in several countries and regions and at the same time create innovative food and Baijiu pairings to create differentiated consumption experiences. This will facilitate the integration of food cultures around the world and help consumers to “discover” the Chinese Baijiu. In addition, Wuliangye innovatively creates a unique tasting experience through Michelin Guide Influencer Dining, where special dishes mix Wuliangye with global cuisine, so that consumers can experience Chinese Baijiu overseas. Wuliangye will also work closely with the chefs of the Michelin Guide Mastercass chefs and offer a platform to promote the Baijiu culture and Baijiu techniques and help to “hug” the Chinese Baijiu in overseas. In this process, Wuliangye will really “enter” overseas in the markets in overseas by integrating local Gaute, creating exceptional consumer experiences and creating a comprehensive cultural communication channel.
The influence of the Michelin guidelines does not only result from the broad global audience, but also from its strict standards and high expectations of Goumet and Baijiu. Through his cooperation with Michelin Guide, Wuliangye will further strengthen his position in international high-end meals and promote Baijiu culture around the world.
Leaders of the long journey of internationalization: determination and trust of Wuliangye
Chinese companies include the wave of internationalization with a new perspective and jointly build a comprehensive and systematic ecosystem in overseas through the global expansion of technology, branding and culture. This has created unprecedented opportunities for the internationalization of Baijiu. While the domestic market is gradually stabilizing, the striving for broader opportunities on the markets in overseas and the need to become international companies is essential for Baijiu companies to expand abroad.
Nevertheless, Wuliangye is fully aware of the long and challenging journey of “global”. “The internationalization of the Chinese Baijiu is still in the early phases and has numerous challenges such as a limited awareness among the mainstream consumers in overseas, few consumption scenarios and a small consumer base in overseas as well as cultural, technical and tariff barriers as well as taste differences.” Zeng CongQin, chairman of the Wuliangye Group & Wuliangye Yibin Co., Ltd., At the world -famous alcohol conference in advance of alcohol conference 2024: “Representatives of famous alcoholic beverages have to take the lead, take responsibility, act proactively and be at the top of the new journey of the new trip of the global journey.”
As a leading Baijiu company, Wuliangye has gained extensive experience in international expansion since the last century. With China's joining the WTO in the new millennium, Wuliangye continued his brand meeting of “From China to the World”, whereby it actively expanded to international markets and improves its global influence. Today Wuliangye refines his specific internationalization strategy of “Top Baijiu” + “Top kitchen”, which shows Wuliangye's determination and trust.
In 2022, the global retail turnover of spirits reached 608.256 billion, which was growth of 8.05% compared to the previous year. At the same time, the concentration of leading brands remains high in individual categories of spirits and emphasizes the significant influence of the brand. As a typical representative of the strong aromatic Baijiu in China, Wuliangye is not only a famous Baijiu in China, but also a respected spirit on the global stage. Yibin, the birthplace of Wuliangye, is considered one of the ten most important regions of the global spirits, with a history produced over 4,000 years and a unique ecological environment over Baijiu. A number of old fermentation pits from the Yuan and Ming dynasties that come in continuous production for 700 years have penetrated wuliannia with profound historical importance. Therefore, Wuliangye in the wave of the Baijiu internationalization has incomparable advantages in terms of brand storytelling and cultural communication.
In the future, Wuliannye will promote the Chinese Baijiu on the global market by addressing the taste buds and integrating the Baijiu culture into global culinary traditions in the future. This will be an effective way to spread China's culture “harmony and beauty”.
