Project Overview
Xijiu Company, located in the world's core production area for Jiangxiang baijiu along the Chishui River, has a 68-year history since its establishment in 1952. In early 2020, the company held nearly 30 sessions of the "Junpin Xijiu · Elegant Feast Across the Nine Provinces National Tour" across multiple provinces. The tour adapted three famous paintings, integrating Junpin Xijiu into the artworks, which attracted widespread social attention and achieved over 900,000 total online reads.
The tour covered 9 cities with more than 30 sessions.
On-Site Presentation
A 400-square-meter P2 seamless screen, with three screens creating an immersive large-scale scene.
A Thousand Li of Rivers and Mountains depicts the origin, development, spread, and expansion of Xijiu, hiding theTen-Mile Wine City (ten-mile wine city) in the magnificent mountains and transforming Junpin Xijiu into ripples melting into gentle waves.
Along the River During the Qingming Festival is a genre painting of worldly life, with wine shops, wine flags, and wine lovers everywhere—this is also the original intention of Junpin Xijiu to bring to the nine provinces.
The Orchid Pavilion Gathering, the eternal spiritual aspiration and sustenance of Chinese gentlemen. Junpin Xijiu is transported back a thousand years through technology, and the famous painting is unfolded before the audience.
The tour designed an exclusive "Eight Scenes of the Front Hall."
The registration area combines mountains, bamboo groves, and flowing water—elements favored by literati—with Xijiu.
The front hall integrates Xijiu's logo with mountains, bamboo groves, and flowing water for guests to take photos.
The Junpin Xijiu display area allows guests to closely appreciate the product's appearance.
An antique Xijiu display cabinet with performers playing the guzheng in front.
Guests can sit at tables to learn about Xijiu Company and its history.
Guests can discover the unique natural resources of the Xijiu distillery area, with red sorghum decorations.
Guests can learn about Xijiu's brewing techniques and craftsmanship spirit.
A photo wall with a hollow design for guests to take commemorative photos.
The main KV is elegant and high-end, aligning with Junpin Xijiu's market positioning.
The opening short film for the dinner sets the stage for the following program.
A review video showcases Xijiu's achievements from the previous year.
A product introduction video for Junpin Xijiu highlights its craftsmanship and features.
Performers in traditional Chinese attire sing and dance.
The "Discussing Junpin Over Wine Across the Nine Provinces" session invited literati and media professionals to contribute to Junpin Xijiu's brand communication from a cultural perspective.
Professional models showcase Junpin Xijiu in a catwalk presentation.