Project Information
Xijiu Company is located by the Chishui River, the core production area of world sauce-aroma baijiu, and has gone through 68 years of development since its founding in 1952. Xijiu Company held nearly 30 "Junpin Xijiu · Elegant Banquet Across Nine Provinces National Tour" events in multiple provinces. This tour integrated Junpin Xijiu into three adapted famous paintings, attracting widespread social attention, with cumulative online readership exceeding 900,000.
This tour covered 9 cities with more than 30 events in total.
On-site Presentation
400-square-meter P2 seamless screens, with three screens creating an oversized immersive scene.
"A Thousand Li of Rivers and Mountains" expresses the thousand-li landscape of Xijiu's origin, development, transmission, and expansion, hiding Xijiu's ten-li liquor city within the magnificent mountains, and transforming Junpin Xijiu into ripples melting into gentle waves.
"Along the River During the Qingming Festival" is a record of worldly life, with taverns, wine banners, and wine lovers everywhere, which is also the original intention of bringing Junpin Xijiu to the land of the nine provinces.
"Orchid Pavilion Gathering" depicts the famous ancient banquet at Orchid Pavilion, an eternal spiritual aspiration and sustenance of Chinese junzi. With the power of technology, Junpin Xijiu is transported back a thousand years, and the famous painting scroll is unfolded before everyone's eyes.
This tour designed an exclusive "Eight Scenes of the Front Hall."
The registration area combines mountains, bamboo groves, and flowing water—elements most favored by literati—with Xijiu.
The front hall integrates the Xijiu logo with elements such as mountains, bamboo groves, and flowing water for guests to take photos.
The Junpin Xijiu display area allows guests to closely view the appearance of Junpin Xijiu.
An antique-style Xijiu display cabinet, with performers playing guzheng for guests in front of it.
Guests can sit at the table to learn about Xijiu Company and the history of Xijiu.
Guests can learn about the unique natural resources of the Xijiu factory area, decorated with red sorghum.
Guests can learn about Xijiu's brewing craftsmanship and artisan spirit.
The photo wall features a hollow-out design where guests can take group photos.
The main KV is high-end and elegant, aligning with the market positioning of Junpin Xijiu.
The dinner opening short film sets the stage for the subsequent program.
The retrospective film played on site reviews Xijiu's achievements in the previous year.
The product introduction film produced for Junpin Xijiu showcases its craftsmanship and highlights.
Performers wearing traditional Chinese clothing sing and dance.
In the "Boiling Wine Across Nine Provinces to Discuss Junpin" segment, literati from various fields and media professionals were invited to support the brand communication of Junpin Xijiu from a cultural perspective.
Professional models present Junpin Xijiu in a runway show.