NEWS
CHINESE BAIJIU WULIANGYE SERVED IN APEC SUMMIT ATTENDED BY XI, MACRON & HARRIS
By Siulan Law Mathews DipWSET
31-10-2022
Source: Xinhua News Agency
Leading Chinese baijiu brand Wuliangye was served to political and business leaders attending the Asia-Pacific Economic Cooperation (APEC) CEO Summit 2022 held in Bangkok last Thursday, a publicity push showing the ambition of the Sichuan-based distiller promote its product overseas.
The company is a platinum sponsor of APEC CEO Summit 2022 and its liquor was made an official designated product, which was served to world leaders during the gala dinner and was included in souvenir boxes handed to summit delegates.
Wines from Thai wineries GranMonte and Monsoon Valley were also served during the gala dinner to showcase Thailand’s local produce.
The APEC CEO Summit runs in parallel with the APEC Summit 2022. It is the private sector’s platform for political and business leaders, policy makers and academics to negotiate and exchange their opinions as they seek solutions to ongoing economic challenges.
Attending the summit meetings were Chinese President Xi Jinping, France President Emmanuel Macron, USA Vice President Kamala Harris and many other prominent political and business leaders.
Wuliangye is the world’s second most valuable spirits brand with a brand value of USD28.7 billion, according to brand valuation consultancy Brand Finance.
While Kweichow Moutai, Wuliangye’s major competitor, is world’s most valuable spirits brand with brand value of USD42.9b.
Despite that, Kweichow Moutai only ranked second after Wuliangye in Brand Finance’s brand strength chart.
This is because Wuliangye managed to grow its brand value by 12 percent in the past year, while the brand value of Kweichow Moutai has decreased by 5 percent.
Brand Finance said Wuliangye has been actively promoting Chinese baijiu overseas, by engaging in international events including World Economic Forum in Davos, the Boao Forum for Asia and other international trade events.
(the writer can be contacted at: info@thewinechronicle.com)
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