On October 19th evening (local time), the “One Belt One Road Global Tour” Wuliangye Milan High-End Tasting Meeting was held successfully in Milan, Italy. This is the second time for Wulianye promoting Chinese baijiu and the culture of baijiu globally in the “World’s City of Fashion” after winning several awards including the Expo’s Gold Product at the Milan Expo in 2015, as well as a measure by Wuliangye to actively integrate into the “One Belt One Road” National Strategy, accelerate the company’s pace of entering international market and lead the Internationalization of Chinese baijiu.
This Tasting Meeting was held at the Milan China-Italy Chamber of Commerce’s Palazzo Clerici, a place which is famous in the world for its long history and its fashion show which leading the world trend. Guests of the meeting including Jacopo Mazzetti, Municipality of Milan, Department of Tourism and Territorial Marketing, Margherita Barberis, General Manager of Italy/China Foundation, Peng Zhifu, Vice President of Yibin Wuliangye Group Co., Ltd, and more than 100 other guests including Italian political men, Business men and participants from media. Famous artists including Ms. Chang Jing, Chinese Zither performer who performed at the opening ceremony of 2008 Beijing Olympic Games, Italian viola performer Mr. Ciobanu Daniel, Italian Saxophone performer Daniele La Cava, famous Chinese piano performer Mr. Liu Ji and the Well-known Chinese Painter Mr. Lai Yongchuan brought the wonderful, Chinese and Western combined performance to the guests. During the event, Wuliangye gave the “China’s Gift” presents to Municipality of Milan and Italy/China Foundation.
Peng Zhifu, Vice President of Yibin Wuliangye Group, mentions in his speech that Milan is the economic and financial center of Italy, as well as the famous city of fashion in the world. Along with the further advancing of “One Belt One Road”, Milan is becoming the ideal “landing-place” for Chinese enterprises to expand the European market. During the 42th Milan World Expo in 2015, Wuliangye had won many awards including “The Most Popular Baijiu Brand to Overseas Chinese”, “World Expo’s Gold Product” and “Centenary World Expo, Centenary Gold Award”. This year, Wuliangye starts a global cultural tour under this theme, playing the role of the ambassador of culture, the messenger of peace and the bridge of friendship, as well as leading Chinese baijiu industry and other fine cultures to the world.
He mentions that Wuliangye is seizing the strategic opportunity of “One Belt One Road”, further promoting the company’s strategy of internationalization and accelerating the pace of entering Global market. Europe is the main consumer market of alcoholic beverage in the world. Therefore, Wuliangye considers Europe as the priority among priorities of its international development. The company will further enhancing the promotion of brand, the construction of channels and the cultivation of market, bring this “Chinese Taste” with great culture and quality to more and more European consumers.
As the host, the Milan government representative Jacopo Mazzetti, Municipality of Milan, Department of Tourism and Territorial Marketing, noted in his speech that the exchange between Chinese and Italian civilizations has a long history with Marco Polo as a well-known figure. Today, the “One Belt One Road” presents greater opportunities for both countries to enhance their economic and cultural relations. He hoped that more Chinese enterprises like Wuliangye will venture into Milan in search of market opportunities. Wuliangye clinched many awards at the 2015 Milian World Expo, which is a testament to Wuliangye’s capabilities and brand quality. Chinese baijiu has a unique taste, a rich history and culture, whereas Milan is a large, culturally-diverse international city. As such, Milan can be the gateway for Wuliangye to expand into the Western market.
Margherita Barberis, General Manager of Italy/China Foundation, welcomed Wuliangye’s Baijiu tasting ceremony in Milan and the company’s promotion of baijiu brand and culture. He noted in his speech that the Italy/China Foundation has dedicated great efforts to enhancing bilateral exchange and cooperation between Italy and China and hence has become a bridge between both countries. The Italy/China Foundation will capitalize on its own strengths to help promote the Chinese Baijiu brand in Italy and expand markets, so as to promote the exchange and collaboration between the wine industries of both countries. Established in Italy in 2003, the Italy/China Foundation aims to support activities between Italian and Chinese governments and enterprises, so as to deepen exchange and cooperation between both countries in various fields including politics, economy and culture. The foundation is founded by the Italian Ministry of Foreign Affairs, Ministry of Productive Activities, Ministry of Education, Ministry of Culture, Regional Government, The General Confederation of Italian Industry and some large enterprises and financial organizations.
Organized by Xinhua Agency China Economic Information Service, this event is one of the highlights of the “One Belt One Road Global Tour”, a large-scale global media event. Milan is the last stop of Wuliangye’s 2016 “One Belt One Road Global Tour” High-End Tasting Meeting. Before the Milan stop, the High-End Tasting Meeting held in Vienna and Frankfurt had yielded positive results and started a popularity wave of baijiu outside China. As a leader in the industry, Wuliangye has seized the historical opportunities of “One Belt One Road” and accelerated its international strategy, bringing Wuliangye’s brand and Chinese baijiu onto the international stge. Wuliangye has currently established direct collaborations with more than 90 distributors from 29 countries and regions. In addition, its products have penetrated more than 40 countries and regions including United Kingdom, United States, France and Spain.
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