Campari Group and Wuliangye Group starting strategic cooperation

On November 22, Campari Group and Sichuan Yibin Wuliangye Group Co., Ltd. signed a Memorandum of Understanding on strategic cooperation in Wuliangye, Yibin City, Sichuan Province. Wuliangye and Campari will join forces and complement the advantages of both parties to form a strategic cooperation relationship. The two groups will collaborate in areas such as new product co-creation, channel expansion, strengthening marketing cooperation, and promoting brand culture to support the joint development of both parties in domestic China and international spirits market.

Under the joint witness of Bob Kunze-Concewitz, Group CEO of Campari Group; Matteo Fantacchiotti, Group Deputy CEO and Managing Director of Asia Pacific Region of Campari Group; Matthijs Kramer, Deputy Managing Director of Asia Pacific Region and Managing Director of Italy of Campari Group; Zeng Congqin, Secretary and Chairman of the Party Committee of Wuliangye Group; Zhang Yu, Vice Chairman of Wuliangye Group; Yang Yunxia, the Chief Engineer of Wuliangye Group; Pauline Cha, Managing Director of Campari Group China, and Chen Chong, Assistant to General Manager of Wuliangye Group and Chairman of Import and Export Company, signed the Memorandum of Understanding on behalf of both parties.

At the signing ceremony, Bob Kunze-Concewitz, CEO of Campari Group, introduced the history and performance of Campari Group, and reaffirmed the importance of the China market. 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.

Matteo Fantacchiotti, Group Deputy CEO and Managing Director of Asia Pacific Region of Campari Group said in his speech that the strategic cooperation between Campari and Wuliangye marks a significant milestone in the global spirits industry.

Together with Wuliangye, Campari will uncover growth opportunities while promoting cultural exchange through spirits, represented by Campari Group’s wide portfolio of western spirits across different categories and Wuliangye’s leadership in Chinese Nongxiang Flavor Baijiu. Through this partnership, Campari and Wuliangye not only will introduce consumers in China and abroad to different spirits representing different cultures, but by partnering together, develop and co-create new products for different occasions.

Zeng Congqin, Secretary and Chairman of the Party Committee of Wuliangye Group, highly affirmed the significance of the meeting and the signing of the Memorandum between the two parties, and paid tribute to the achievements of Campari Group as one of the top spirits groups in the world. He said that 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 September 12 this year, Wuliangye and Campari jointly released a brand-new cocktail, the “Wugroni”, made with a special blend of Wuliangye Baijiu that it co-created by both companies. With the theme of “Toast to a Timeless Bond”, the Wugroni gives a new interpretation to the classic Campari Negroni and marks the beginning of a timeless bond between Campari and Wuliangye. The unique collaboration has attracted wide attention in the industry. With the formal signing of the strategic Memorandum between the two parties, Campari and Wuliangye will further deepen cooperation and jointly initiate a brandnew milestone in the splendid intersection of Chinese and Western spirits culture.

Before the signing ceremony, the leaders of Campari Group also visited Wuliangye Peng Cheng Square, 523 Brewing Workshop, Wuliangye Museum, the base where one million tons of Baijiu is stored and other landmarks to experience firsthand Wuliangye’s storied history of tradition and craftsmanship.

About Campari Group

Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. Global Priorities, the Group’s key focus, include Aperol, Campari, SKYY, Grand Marnier, Wild Turkey and Appleton Estate. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Campari Group’s growth strategy aims to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses.

Headquartered in Milan, Italy, Campari Group operates in 23 production sites worldwide and has its own distribution network in 25 countries. Campari Group employs approximately 4,700 people. The shares of the parent company Davide Campari-Milano N.V. (Reuters CPRI.MI – Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001.

For more information: http://www.camparigroup.com/en. Please enjoy our brands responsibly.

About Wuliangye Group

Wuliangye Group Corporation is a large-scale state-owned enterprise group with the liquor industry as its core. It is involved in fields such as modern manufacturing, modern packaging, modern logistics, financial investment, and health industry. Its flagship product, Wuliangye Baijiu, has a long history and profound cultural heritage. It is a typical representative of Chinese strong-aroma Baijiu and a well-known national brand. It has been awarded the title of “National Famous Liquor” multiple times and was among the first batch of geographical indications protected under the Agreement between China and Europe Union on Geographical Indications.

Currently, the group has two A-share listed companies (000858 Wuliangye and 600793 Yibin Paper) and has an annual production capacity of 100,000 tons of pure grain solid-state base liquor and a storage capacity of 1 million tons of base liquor. The largest Baijiu brewing workshop has an annual production capacity of 40,000 tons. The industrial park has a planned area of 18 square kilometers and has been rated as a national AAAA-level tourist attraction.

For more information, please visit the official website of Wuliangye Group Corporation: https://www.wuliangye.com.cn/

Source: Campari Group / Wuliangye Group