CHINA. On 22 November, Campari Group and Sichuan Yibin Wuliangye Group (a large state-owned liquor enterprise and owner of Wuliangye Baijiu -Ed) signed a Memorandum of Understanding (MoU) on strategic cooperation to jointly develop its businesses in China and the wider international spirits market.
The agreement was signed at the Wuliangye Distillery in Yibin City, Sichuan province.
The MoU was signed in the presence of key officials from both sides. Campari Group officials including CEO Bob Kunze-Concewitz; Group Deputy CEO and Managing Director, Asia Pacific Matteo Fantacchiotti; Managing Director, Italy Matthijs Kramer; and Managing Director, China Pauline Cha were in attendance.
Representatives from the Wuliangye Group included Party Committee Secretary and Chairman Zeng Congqin; Vice Chairman Zhang Yu; Chief Engineer Yang Yunxia; and Assistant to General Manager & Chairman of Import and Export Company Chen Chong.
At the signing ceremony, Kunze-Concewitz spoke of the history of Campari Group and its shared values with Wuliangye. He said: “The spirit of cooperation between Campari and Wuliangye is rooted in deep respect for each other’s strengths and reflects our shared values of pragmatism and agility.”
Fantacchiotti added: “The strategic cooperation between Campari and Wuliangye marks a milestone in the global spirits industry. This partnership will focus on uncovering growth opportunities while promoting cultural exchange through spirits – represented by Campari Group’s western spirits portfolio across different categories and Wuliangye’s leadership in Chinese Nongxiang Baijiu (clear grain alcohol with a strong aroma).”
Campari and Wuliangye will introduce Chinese and international consumers to spirits representing different cultures and jointly develop and co-create products for different drinking occasions.
Congqin added: “This cooperation will be a breakthrough in product innovation of the two top spirits groups in the world, and a passionate collision of cultural exchanges between the east and west.
“It will surely bring surprise and pleasure to people all over the world and promote the splendid culture exchanges of spirits as well as the mutual bond between China and Italy, leading to prosperity and development of the global spirits industry.”
On 12 September, Wuliangye and Campari jointly released a cocktail called Wugroni. It is crafted with a special blend of Wuliangye Baijiu that is co-created by both companies.
Following the theme ‘Toast to a Timeless Bond’, the Wugroni is a new interpretation of the classic Campari Negroni. Its launch marked the beginning of the partnership between Campari and Wuliangye.
With the formal signing of the strategic MoU, the two parties will deepen cooperation and achieve new milestones in the intersection of Chinese and western spirits culture.
Prior to the signing ceremony, the Campari Group leadership team visited Wuliangye Peng Cheng Square, 523 Brewing Workshop, Wuliangye Museum – where one million tonnes of Baijiu is stored – and other landmarks to experience Wuliangye’s storied history. ✈
