Guotai Liquor Huai Jiu New Product Launch and New Business Model Conference

On September 29, 2022, the "Savor Huai Jiu, Miss the Good Old Days" Guotai Liquor Huai Jiu New Product Launch and New Business Model Conference was grandly held at the Pearl River Hall of Shangri-La Hotel Guangzhou. Distributors and industry peers attended to review Huai Jiu's journey and witness the launch of its new products.

Inspired by the masterpiece "A Thousand Li of Rivers and Mountains," Tuoyuan Xinsi International Exhibition & Media participated throughout, providing visual design, material design, production and setup, event execution, and performance services, allowing guests to immerse themselves in Huai Jiu's classic sauce aroma and wander through picturesque landscapes.

Main Key Visual

The key visual incorporated elements from "A Thousand Li of Rivers and Mountains" and modern urban silhouettes of Guizhou, fitting both graphics and colors. The combination of gold and cyan showcased the heritage of Huai Jiu's aged liquor and Guotai's brand culture, illustrating Huai Jiu's history and conveying Guotai's determination to build a new famous liquor and expand the market to "support the post-hundred-billion" strategy.

The venue featured a semi-enclosed immersive time corridor with a black ceiling, using overlapping square light strips to create a multi-dimensional spatial experience, enabling real-time interaction between multiple senses and virtual scenes. Along the corridor, illuminated text highlighted Huai Jiu's development history. As the narrator guided guests through the corridor, they felt as if they were walking through Huai Jiu's 71-year history, from the past to Guotai's "China's New Famous Liquor" strategy, experiencing the flow of Guizhou Huai Jiu's sauce aroma.

02Huai Jiu Time Exhibition

Beyond the time corridor, the Huai Jiu Time Exhibition used creative spatial and display cabinet designs to present historical bottles, newspapers, trophies, and other artifacts in physical and graphic forms. Against a backdrop of green mountains and waters, guests revisited 71 years of cherished moments between Huai Jiu and consumers, feeling the power of the brand and cultural life.

The stage screenused a full-screen plus extended floor screen format, combined with the main key visual and "A Thousand Li of Rivers and Mountains" elements to deliver a three-dimensional, realistic presentation, offering an unparalleled immersive experience.

The book lamp lighting ceremony used a custom book lamp cover extended from the main key visual, with inner pages featuring "A Thousand Li of Rivers and Mountains" and Huai Jiu elements. The host led guests to light the book lamps on the tables, illuminating the venue and symbolizing the powerful launch of the Guotai Huai Jiu conference.

At the Huai Jiu launch ceremony, laser engraving depicted the Huai Jiu bottle and brand slogan, accompanied by music for a stunning performance.The launch prop was designed based on the Huai Jiu bottle, with golden liquid lights on both sides converging toward the center, where the Huai Jiu logo was displayed, conveying Huai Jiu's commitment to "cherish the original aspiration" and move forward under Guotai's "China's New Famous Liquor" strategy, supporting the post-hundred-billion goal and ushering in new glory.

03Performances

A specially invited sand artist, along with Secretary-General Zhou Shanrong, narrated Huai Jiu's story, vividly recreating touching moments and conveying Huai Jiu's original intention of brewing a better life.

The dance "Rivers and Mountains in the Heart" featured dancers in ink-wash colored skirts, blending dance, calligraphy, and video technology into a unique performance that was creative, majestic, and visually striking. Dancers held liquor bottles and incorporated splashing ink movements, paired with ink-wash landscape visuals, offering a dual audio-visual delight and letting guests feel the rich culture and historical atmosphere of Guotai Huai Jiu.

Inspired by the dance from the Chinese Eastern Performing Arts poetic drama "Only This Green," this dance creatively transformed "A Thousand Li of Rivers and Mountains" into dance vocabulary, using a narrative structure of interwoven time and space. Following the scroll unroller's steps, the audience entered Wang Ximeng's painting world, spanning a thousand years of cultural heritage. It was a tribute to the creators and inheritors of excellent traditional Chinese culture, as well as a tribute to the craftsmen of sauce-flavored liquor.

At the dinner, an ancient band performed familiar tunes in a traditional folk style blended with modern culture. As the beautiful music played, guests toasted and shared heartfelt moments, bringing the dinner atmosphere to a climax.

As the scarcity of famous liquor resources becomes increasingly recognized, Guotai Liquor acquired Huai Jiu and, through a cultural feast spanning a thousand years, told the story of Huai Jiu's classic years and its legacy as an old famous liquor, revitalizing the old brand so that classics endure forever. After three years of preparation, Guotai Huai Jiu is dedicated to brewing a bottle of "valuable" fine sauce liquor, sharing a better life with consumers. A better life, joyful and open-hearted, Huai Jiu will surely regain its glory!