Sipping Across Borders: Strolling Through the Global Alcohol Markets

In 2023, the groundbreaking collaboration between Wuliangye and Campari gave birth to a novel cocktail named "Wugroni." This innovative concoction not only pays homage to Negroni's enduring popularity but also opens up fresh avenues for the cross-cultural exchange and mutual admiration between East and West. What unique perspectives and considerations guided Campari in embarking on this inspiring journey of collaboration?

Bar SanYou, from 2019 to 2023, was honored for five consecutive years as one of the  Asia's 50 Best Bars and received accolades such as the "DRiNK Magazine's Bar of the Year in China" and "Best Cocktail Menu." The founder, Bastien, has led a team that has served numerous leading Chinese Baijiu enterprises, assisting many Chinese baijius in finding new "modes of expression."

Bastien will share with us his experiences from the past year in promoting the culture of Chinese Baijiu globally: What kind of innovation and storytelling can help traditional Chinese Baijiu win over more new consumers?

Chinese spirits, with their diverse styles, are beginning to make their mark in foreign lands. Whether in the trendy bars of London or the bustling cities of the United States, Chinese spirits are exploring new identities. This is not just a commercial journey, but an adventure in cultural integration.

In this new age of exploration, how can Chinese spirits expand into broader overseas markets? How can they resonate with and win the affection of local populations abroad? The rising market newcomer, Meijian, has already made many efforts in this regard. Let's raise our glasses and toast to the future of Chinese spirits on the global stage!

On The Road Store integrates its youth culture content with offline alcohol retail, creating a new concept of "alcohol convenience" — a street-style social retail alcohol convenience store. How does On The Road Store attract more new customers from online to offline? How does it become the first place young people think of when they want to "take an easy drink"?

From the perspective of the product itself, alcohol might be one of the least innovative categories. In fact, its unchanging nature could be considered a "virtue" of alcohol. However, different generations of consumers have vastly different understandings of alcohol, especially in today's age of information explosion and heightened individuality.

So, where exactly do the opportunities for innovation in the alcohol industry lie? Dr. Xu He from RHIZOME CONSULTANCY will guide us back to the essence of "people" to discover opportunities for innovation within the context of alcohol.

DRUNK N’JUMP, which has different characterists of different pubs, played the revenue broke 100 million by the community in the last year, making a new kind of possibility of pubs.

Yi Sui said: "The logic of marketing is somewhat like a fisherman above the water, continuously attempting to catch freely swimming fish below using spears made of insights, trends, and creative campaigns. But why not try jumping in and swimming with them?"

DRUNK N’JUMP is like this, a sea where everyone can swim together, allowing each person to maximize themselves. In this process, people, space, and content naturally blend, and DRUNK N’JUMP has also become a small tavern with an annual revenue exceeding a hundred million, giving everyone the freedom to drink and to be themselves.

So, how was the "people-centered" DRUNK N’JUMP perfected?

1. What scenarios would make contemporary young people want to initiate a drink?

2. In these scenes, what kind of products can be selected?

3. How should alcoholic beverage brands adapt to changes in consumer behavior?

Neil, founder of BLUE DASH, a new drink brand that continues to grow sales by 200% year-on-year in the first half of 2023, Gin Zhang,head of Chinese Baijiu (Sichuan & Guizhou) of TAOBAO & TMALL GROUP with years of experience in industry collaboration and consumer expansion, will share their insights and practices with us.

Let's toast to a beautiful world where every sip is a friendly invitation to embrace diversity and heritage.

Tasting Menu:

Campari Group - Fusilli of Five Grains, Classic Italian Apollo

Los Vascos Cromas - Los Vascos Cromas Chardonnay Gran Reserva & Los Vascos Cromas Syrah Gran Reserva

Bar SanYou: Baijiu Cocktails, FBIF Specials (Come & explore!)