Junpin Xijiu · Elegant Banquet Across Nine Provinces National Tour Case Study

Xijiu Company is located in the core production area of world-class sauce-flavored baijiu, along the Chishui River. Since its establishment in 1952, the company has undergone 68 years of development. Over these years, Xijiu has upheld craftsmanship and virtue, adhering to the four bottom lines of development, ecology, safety, and quality. Using traditional ancient brewing methods, it produces high-quality baijiu with an elegant sauce aroma. Junpin Xijiu, Elegant Banquet Across Nine Provinces. In early 2020, Tuoyuan assisted Xijiu Company in hosting nearly 30 'Junpin Xijiu · Elegant Banquet Across Nine Provinces' roadshows across multiple provinces, inviting leaders and guests from all walks of life to a beautiful appointment and a taste of Junpin fine wine. The roadshow adapted three famous paintings, integrating Junpin Xijiu into the artworks to interpret the Junpin spirit, attracting widespread social attention. The total online readership exceeded 900,000. The 'Junpin Xijiu · Elegant Banquet Across Nine Provinces' national tour visited 9 cities with over 30 sessions, allowing more people to experience the charm of the premium sauce-flavored baijiu, Junpin Xijiu. A 400-square-meter P2 seamless screen created an ultra-large immersive scene with three screens. 'A Thousand Li of Rivers and Mountains' expressed the origin, development, heritage, and expansion of Xijiu, hiding the Ten-Li Wine City within magnificent mountains and transforming Junpin Xijiu into ripples melting into gentle waves. 'Along the River During the Qingming Festival' is a record of everyday life andhuman warmth and bustle. In this painting, wine shops, wine flags, and wine lovers are everywhere. This is also the original intention of Junpin Xijiu in bringing its offerings to the nine provinces. 'The Orchid Pavilion Gathering' represents the timeless spiritual aspiration and sustenance of Chinese gentlemen.

We used technology to transport Junpin Xijiu back a thousand years, and unfolded the famous paintings before your eyes, using the ancient elegant banquet to symbolize the gentlemen present. Tuoyuan designed an exclusive 'Eight Scenes of the Front Hall' for this roadshow. The registration area combined elements favored by literati—mountains, bamboo groves, and flowing water—with Xijiu, better conveying Junpin culture. The front hall also integrated the Xijiu logo with mountains, bamboo, and water elements, inviting guests to take photos. The Junpin Xijiu display area allowed guests to closely appreciate the appearance of Junpin Xijiu and experience its rich aroma. In addition to the display area, Tuoyuan created an antique Xijiu showcase, with performers playing the guzheng in front, evoking the feeling of high mountains and flowing water. In this area, guests could sit at tables to learn about Xijiu Company and its history, better understanding the Junpin culture the company aims to express. Here, guests could learn about the unique natural resources of the Xijiu factory area, decorated with red sorghum.

Guests could learn about Xijiu's brewing techniques and craftsmanship spirit in this area, experiencing the company's dedication to craftsmanship and virtue. The photo wall featured a simple, hollowed-out design, allowing guests to take commemorative photos. Tuoyuan produced the main KV for the roadshow, which was elegant and high-end, fitting Junpin Xijiu's market positioning. Tuoyuan also created an opening short film for the dinner, setting the stage for the following program. During the design phase, a demo video was made for the client to visualize the on-site effect. A review video played on-site recapped Xijiu's achievements from the previous year, deepening guests' understanding of Xijiu. A product introduction video for Junpin Xijiu showcased its craftsmanship and highlights from all angles. Performers dressed in traditional Chinese attire sang and danced, delivering a spectacular show. The 'Boiling Wine and Talking Junpin Across Nine Provinces' session invited literati and media professionals to support Junpin Xijiu's brand communication from a cultural perspective. Professional models showcased Junpin Xijiu on the runway, presenting its charm live. Tuoyuan Xinsi Media is a professional company specializing in public relations event planning, committed to comprehensively addressing clients' PR event needs. With strong planning and execution capabilities, we provide one-stop comprehensive conference and exhibition services for clients' global needs, covering more than ten countries and regions in Asia, South America, Europe, and beyond.

As a professional agency with 12 years of experience in top-tier brand event planning, the entire Tuoyuan PR Media team is passionate and confident in providing professional PR consulting services to present even more exciting events for you!