Event Background
As seasons change and autumn deepens, on the evening of October 23, the "Xijiu · Cellar 1988 (2020) Guangzhou Relaunch Event & Autumn Client Gathering," co-organized by Guizhou Xijiu North Guangdong Region and Guangzhou Maoxiangyuan Company, was grandly held at the Four Seasons Hotel Guangzhou!
Xijiu is located in the world's core production area for sauce-flavor baijiu—along the Chishui River. Since its founding in 1952, Xijiu Company has adhered to the core values of "respecting ethics, focusing on fundamentals, honoring business, and caring for people," upholding the four bottom lines of development, ecology, safety, and quality. Using traditional solid-state fermentation techniques, it produces high-quality sauce-flavor baijiu with a mellow and elegant aroma.
Key Information
Guangzhou Maoxiangyuan Company, established 17 years ago, has grown alongside Xijiu, evolving into a reputable regional operator of premium Guizhou baijiu. Along this journey, we have witnessed the relaunch of Cellar 1988. This product embodies Xijiu's meticulous craftsmanship and carries the eager expectations of consumers. It is anticipated that the new version of Cellar 1988 will carry forward the warmth of time and continue the glory of sauce-flavor baijiu.
On October 23, Guizhou Xijiu Sales Co., Ltd., together with Guangzhou Maoxiangyuan Trading Co., Ltd., Guangzhou Panyu Yuxing Liquor, and approximately 200 dealers and core partners, gathered to witness this important historical moment—the Guangzhou relaunch of Xijiu · Cellar 1988.
This month, "Xijiu · Cellar 1988" was proudly relaunched. The fully upgraded version features a striking color scheme of elegant black and Chinese gold, with more prominent imagery and refined details, exuding solemnity, antiquity, nobility, and elegance. The quality has been comprehensively enhanced: redefining the liquor quality under the name of the National Quality Award, with longer aging, fuller body, richer taste, and a longer finish. This not only reflects Xijiu's current brewing excellence but also represents the core cultural essence of the brand. In the future, we hope that through Xijiu · Cellar 1988, consumers will enjoy a more delightful premium experience.
In times of gathering, we are especially grateful for the hard-won moments of freedom. The ability to breathe freely and gather without restraint is thanks to a special group of people who have shielded us. As a state-owned enterprise, Xijiu has demonstrated its responsibility in many ways, standing with the nation through thick and thin. Xijiu pays tribute to the heroes who fought against the pandemic, showcasing the responsibility of a state-owned enterprise. Xijiu · Cellar 1988, with its profound simplicity and elegance, has created a brilliant legend. Paying tribute to glory and embracing the future—this is the greatest significance of the relaunch of Xijiu · Cellar 1988 (2020). We believe that sauce-flavor baijiu enthusiasts will feel the history, experience the culture, and find resonance in the new version of Xijiu · Cellar 1988.
Related Services
Towin PR provided full-service event planning, visual design, and execution coordination for this event, ensuring smooth and orderly proceedings for the relaunch and gathering, and helping the Xijiu brand make a refreshed debut in the Guangzhou market.
Industry Insights
The sauce-flavor baijiu market continues to heat up, with premiumization and quality becoming key trends. Brand relaunch events serve as crucial touchpoints connecting consumers and brands, requiring meticulous planning and professional execution to convey brand value and cultural depth.
Summary
The Xijiu · Cellar 1988 (2020) Guangzhou Relaunch Event & Autumn Client Gathering successfully communicated Xijiu's premium brand image and quality upgrade through product showcases and client networking. Towin PR's professional event planning and execution capabilities ensured the event's success.