Beijing, April 28, 2025 — At a star-studded event blending tradition and innovation, Chinese liquor giant Wuliangye launched a sweeping lineup of premium baijiu (Chinese distilled liquor) products, spanning banquets, gifting, and collectibles. Coinciding with the kickoff of CCTV’s new cultural documentary Li China (礼仪中国, Rituals of China), the launch underscored Wuliangye’s ambition to redefine its brand through China’s ancient “Li Culture” (礼文化, ritual etiquette and harmony).
Three flagship releases stole the spotlight:
Wishing You Smooth Sailing (祝君一帆风顺): Inspired by maritime exploration, its teardrop-shaped bottle houses a mellow, “silky” iteration of Wuliangye’s signature aroma.
Full Moon, Full Hearts (月满人圆): Encased in a taiji (太极, yin-yang)-themed design, this offering balances philosophical symbolism with the brand’s classic rich palate.
Aged Reserve Series (老酒): Housed in wooden cases evoking Ming-era meiping (梅瓶, plum vase) ceramics, this amber-hued liquor targets collectors with its velvety, aged complexity.
For younger and global audiences, Wuliangye rolled out trendy variants like the ceramic panda-shaped bottles and international editions such as Purple Hues from the East (紫气东来). “These launches aren’t just about flavor—they’re cultural statements,” noted a Chengdu-based consumer, Liu, who plans to gift the aged series for family reunions.
Baijiu as a “Ritual Ambassador”
Wuliangye Chairman Zeng Congqin emphasized the brand’s role in China’s “ritual scenes,” from weddings to diplomatic banquets. Partnering with CCTV’s Li China—a documentary dissecting 5,000 years of Chinese etiquette—aligns with Wuliangye’s push to position baijiu as a vessel for cultural storytelling. The event even featured hanfu (汉服, traditional Han clothing) models showcasing products alongside ritual reenactments. “Pairing hanfu with liquor felt surprisingly natural,” remarked Lin Yu, a 30-something culture enthusiast who tuned in live.
Marketing 3.0: Blending Screens and Stores
The launch leveraged CCTV’s livestreaming platform Yangyang Haowu (央央好物, Central Treasures), where celebrity hosts demoed products alongside cultural anecdotes, enabling real-time purchases—a nod to Wuliangye’s 2025 “marketing execution upgrade” strategy. This “see-now-buy-now” approach, combined with expanded e-commerce and instant-delivery partnerships, aims to bridge tradition with Gen Z’s digital habits.
Baijiu’s Global Crossroads
As China’s liquor sector grapples with premiumization and globalization, Wuliangye’s dual focus on heritage and innovation mirrors broader trends. “Younger drinkers crave cultural resonance, not just alcohol,” observed an industry analyst. With overseas revenue growing, Wuliangye’s global editions and CCTV collaborations signal a bid to translate “He Mei” (和美, harmony and beauty) culture into universal appeal.
From hanfu runways to livestreamed tasting sessions, Wuliangye’s latest chapter proves that even a 600-year-old brand can dance between tradition and trend. As its tagline declares: “China’s Wuliangye, the World’s Wuliangye.” Cheers to that.