AUSTRALIA. Chinese baijiu company Luzhou Laojiao has partnered with Lotte Duty Free for a pop-up activation at Melbourne Airport to celebrate the Australian Open, for which it is the tournament’s exclusive designated baijiu.
The Grand Slam tennis event runs from 14 to 28 January in Melbourne.
Luzhou Laojiao struck the partnership with the Australian Open in October 2018. In December 2023, the partners extended their agreement for a further five years.
Luzhou Laojiao has been one of the associate sponsors of the tournament since 2019. The event gives global exposure and prominent brand visibility for Guojiao 1573 throughout the venue.
Doubles partnership Chinese baijiu company Luzhou Laojiao has also collaborated with The Australian Open (where it is the official baijiu partner with its hugely popular Guojiao 1573 ) and Lotte Duty Free. Note the high-impact digital advertising just outside the walk-through store with the activation immediately inside.
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The airport pop-up concept reflects the atmosphere at the 1573 Arena, a court at Melbourne Park which was renamed after the brand.
The promotional space displays the ‘Panda Players’ from Sichuan, China, as well as a giant replica of a tennis ball with the brand logo.
The pop-up showcases the Guojiao 1573 range, which is being launched in airport duty free.
To celebrate its partnership with the annual tournament, Luzhou Laojiao has released the Guojiao 1573 Australian Open Commemorative Edition. It features a limited-edition packaging design, including a golden tennis ball-shaped bottle cap.
The distillery’s flagship product, Guojiao 1573 is described as a super-premium baijiu (a hugely popular Chinese liquor category) brand in China.
Its brewing cellars, the 1573 National Treasure Cellars, were built in 1573 and have been continuously producing liquor for 451 years. They are the first National Key Cultural Relic Protection Unit in the baijiu industry and are considered a national treasure, the brand owner noted.
Luzhou Laojiao has been preserving 700-year liquor brewing techniques, passed down for 24 generations. The brewing method has been listed as one of the first batches of national intangible cultural heritage items.
Its rich history and culture have made it one of the most popular Chinese liquors in the world.
Luzhou Laojiao’s partnership with the Australian Open reflects the long history and deep cultural heritage of both brands. They share the concept of “leading fashion, promoting culture, and advocating a healthy and elegant lifestyle”, the brand said. ✈
