Event Background
On the eve of the Mid-Autumn Festival, September 12, the "Drink Xijiu on Mid-Autumn Night – Moonlit Celebration" was held in Pingtang Astronomy Town, Guizhou. This immersive party made Xijiu and the Mid-Autumn Festival a focal point, resonating with modern urban youth.
"When I look up, I see the bright moon; when I bow my head, I think of home." Every Mid-Autumn Festival, wanderers return to their families. This year, thanks to Xijiu's invitation, I experienced a different kind of reunion.
Core Message
Poetic and romantic, this event was unlike previous Xijiu activities. The spectacular "Moonlight Feast" attracted many travel influencers and streamers. By seamlessly integrating the Mid-Autumn Festival, technology, and its brand, Xijiu sparked widespread online attention.
When the ancient tradition of moon-viewing with wine meets modern technology, the brand topic "Drink Xijiu on Mid-Autumn Night" emerged. While Xijiu's impressive sales are tied to its product, its growing brand IPs have truly won consumers' hearts.
Both in content and format, "Drink Xijiu on Mid-Autumn Night" is a brand-new brand activity. Once mature, it will further elevate Xijiu's brand power. Industry observers believe that as Xijiu approaches the 10-billion-yuan mark, brand strength is becoming the cornerstone of its strategy.
This scene unfolded at the closing party of Xijiu's Mid-Autumn event "Most Beautiful Moonlit Journey." Starting September 11, Xijiu invited travel bloggers, wine enthusiasts, distributors, core consumers, and astronomy fans to a three-day, two-night moon-viewing event in Astronomy Town. At the "Drunk Moon-Viewing" event, attendees from across the country could view the moon from the 99.99-meter-high Astronomy Time-Space Tower.
The "Moon-Viewing Party" was the grand finale, offering a unique Mid-Autumn celebration. To match the traditional festival theme, the party incorporated many Mid-Autumn cultural elements, creating a warm and elegant atmosphere. The flair bartending performance "A Pot of Wine Among Flowers" drew cheers; the ethnic dance "Drink Xijiu on Mid-Autumn Night" by Miao performers showcased the charm of ethnic culture; and the romantic surprise proposal moved the audience to witness a moment of eternal love.
Related Services
Towin PR provided full-service support for this event, including event planning, visual design, execution coordination, and interactive communication in Guiyang. From venue setup and program scheduling to guest reception and media distribution, the Towin team managed every detail to ensure a successful event.
Industry Insight
It is becoming a trend for baijiu brands to build emotional connections with consumers through festival IP activities. By combining the Mid-Autumn moon-viewing tradition with brand culture and leveraging the tech-themed Astronomy Town, Xijiu created a differentiated experience that enhanced its youthful brand image. Inviting travel bloggers and streamers amplified the brand's reach through social media.
Summary
The "Drink Xijiu on Mid-Autumn Night" moonlit journey successfully established Xijiu's Mid-Autumn brand IP through a three-day, two-night immersive experience blending tradition and technology. Towin PR's professional event planning and execution enabled Xijiu to achieve deep interaction with consumers.