Baijiu Event Planning Case Studies: Review of Xijiu Series Large-Scale Events

Baijiu Event Planning Case Studies: Review of Xijiu Series Large-Scale Events

Below is a review of several large-scale event cases planned and executed by Tuoyuan PR & Media for baijiu brands such as Xijiu in recent years.

Case 7: 2020 "Mid-Autumn Night, Drink Xijiu" Moon Appreciation Tour

Event Theme: 2020 #Mid-Autumn Night, Drink Xijiu# Moon Appreciation Tour

Date: September 29-30, 2020

Location: Pingtang Astronomy Town, Guizhou

Services: Guiyang event planning and execution, baijiu new product launch planning, baijiu launch event execution, Guiyang event proposal planning, Guiyang full-service planning, visual design, execution coordination

Project Description: Online, through the "Prosperous Blessings" H5, in collaboration with People's Daily New Media, we invited the public to write wishes and send blessings, light up their hometown landmarks, and release blessing lanterns. Offline, we planned a "Moon Appreciation Tour" blessing ceremony in Pingtang Astronomy Town, inviting people from across the country to raise their glasses under the FAST telescope to pray for national peace and prosperity.

Project Highlights: We invited Wang Qiming, researcher at the National Astronomical Observatories of the Chinese Academy of Sciences and chief process engineer of FAST, to attend, and invited musicians Meng Ran, Yan Zehuan, folk singer Huang Chunyan, and Miao ethnic singer Ou Sang to perform.

Reception Services: We coordinated travel details for 145 guests, formed 5 reception teams with 20 staff members, booked 200 hotel rooms, arranged 6 vehicle types with 49 trips, and managed transportation and shuttle services for 166 guests and staff.

Case 6: Junpin Xijiu · Elegant Banquet National Tour

Event Name: Guizhou Xijiu Junpin Xijiu · Elegant Banquet National Tour

Date: July 31 - September 24, 2020

Locations: Haikou, Nanning, Zhanjiang, Shenzhen, Xiamen, Kunming, Chongqing, Chengdu, Xining (9 cities)

Core Services: National tour event execution, Guiyang event planning and execution, Guizhou event planning and execution, Guiyang exhibition services, Guiyang large-scale event planning and execution, Guizhou large-scale event execution, Guiyang stage design and execution, Guiyang conference services, Guangzhou event proposal planning, visual design, execution coordination, interactive communication

Project Introduction: After the pandemic in 2020, Junpin Xijiu launched a tour themed "Elegant Banquet" to honor the purity of the Chishui River and wish peace and joy across the land, visiting nine cities.

Case 5: Xijiu Cellar 1988 (2020) Guangzhou Relaunch & Autumn Client Gathering

Date: October 23, 2020

Location: Four Seasons Hotel Guangzhou

Core Services: Guangzhou event proposal planning, visual design, execution coordination, interactive communication

Event Description: On the evening of October 23, the Xijiu Cellar 1988 (2020) Guangzhou Relaunch & Autumn Client Gathering, co-hosted by Guizhou Xijiu Northern Guangdong Region and Guangzhou Maoxiangyuan Company, was held at the Four Seasons Hotel Guangzhou. Over 200 people attended, including representatives from Xijiu Company, Maoxiangyuan Company, distributors, core alliance partners, and business partners. The new 1988 features a black and Chinese gold color scheme, with upgraded quality, longer aging, fuller body, and richer taste.

Xijiu is located in the core sauce-flavor baijiu production area along the Chishui River. Since its founding in 1952, it has adhered to traditional solid-state fermentation techniques. Guangzhou Maoxiangyuan Company, established 17 years ago, is a professional operator of Guizhou famous liquors.

The event paid tribute to the heroes fighting the pandemic, showcasing corporate responsibility.

Case 4: Xijiu · Junpin Moment "Junpin Hui" Premium Tasting Sessions

Event Theme: Xijiu · Junpin Moment, Shining with the City "Junpin Hui" Premium Tasting Sessions

Date: March 11 - December 2020

Locations: 40 cities including Chengdu, Guiyang, Guangzhou, Haikou, Qingdao, Changsha, Nanning, with a total of 49 tasting events

Core Services: National tour event execution, baijiu tasting event execution, baijiu new product launch execution, full-service planning, execution coordination, Guangzhou event proposal planning, visual design, interactive communication

Project Introduction: With the theme "Junpin Moment," the sessions integrated city, social circle, and Junpin brand, creating a dialogue with the city and promoting Junpin culture.

Case 3: Huasheng Mingjiu Guangdong Branch Opening Ceremony

Event Name: Huasheng Mingjiu - Guangdong Branch Opening Ceremony

Date: December 2-3, 2019

Location: Guangzhou Qifu Convention and Exhibition Center

Number of Participants: 1,500

Services: Guangzhou event proposal planning, Guangzhou opening ceremony planning, Guangzhou opening event execution, Guangzhou baijiu opening ceremony planning, full-service planning, on-site execution, visual design, execution coordination, interactive communication

Planning Highlights: On August 11, 2019, the opening ceremony themed "Riding the Wind, Pursuing Dreams, Moving Forward" was held at Guangzhou Qifu Convention and Exhibition Center, attended by over 700 people, including representatives from Guizhou Moutai Group Health Liquor Co., Ltd., Guangdong Hunan Changsha Chamber of Commerce, Guizhou Liquor Culture Research Association, Guangdong Yueqiang Liquor Co., Ltd., media, and distributors from various provinces.

Project Introduction: Huasheng Mingjiu, positioned as "quality, brand, value," entered the Guangdong market with the aim of deepening market penetration, building channels, and boosting sales.

Case 2: Mid-Autumn Night, Drink Xijiu, Moon Appreciation Tour (2019)

Project Name: Mid-Autumn Night, Drink Xijiu, Moon Appreciation Tour

Number of Participants: 300

Event Date: September 12, 2019

Event Location: Pingtang Tianyuan Xingchen Grand Hotel

Services: Guiyang event proposal planning, visual design, execution coordination, interactive communication

Event Description: On September 12, the eve of the Mid-Autumn Festival, the event was held in the Astronomy Town of Pingtang County, Guizhou, using immersive experiences to make Xijiu and the Mid-Autumn Festival the focus. The event invited travel influencers and live streamers. Starting September 11, Xijiu invited travel bloggers, liquor enthusiasts, distributors, core consumers, and astronomy enthusiasts to a three-day, two-night moon appreciation event, with the highlight being moon viewing from the 99.99-meter-high Astronomy Time-Space Tower.

Looking up at the bright moon, looking down and thinking of home, thanks to Guizhou Xijiu's invitation, we experienced a different kind of reunion.

The event was poetic and romantic, blending the Mid-Autumn Festival, technology, and brand, attracting widespread attention.

Appreciating wine and moon, tradition meets modern technology, giving rise to the brand topic "Mid-Autumn Night, Drink Xijiu."

Both in content and form, "Mid-Autumn Night, Drink Xijiu" is a brand-new brand activity that helps enhance brand power.

At the closing party, people from all over the country gathered to admire the moon from the 99.99-meter-high Astronomy Time-Space Tower.

Moon viewing was the finale, and the Mid-Autumn gala incorporated traditional cultural elements, including a "A Pot of Wine Among Flowers" flair bartending performance, a "Mid-Autumn Night, Drink Xijiu" specialty dance (performed by Miao performers), and a romantic marriage proposal.

Case 1: Xijiu My University - Dream Scholarship National Award Ceremony

Project Name: Xijiu My University - Dream Scholarship National Award Ceremony

Event Date: August 26, 2019

Event Location: Xiuwen, Guiyang

Services: Guiyang event proposal planning, visual design, execution coordination, interactive communication

Event Description: Xijiu Company has been committed to public welfare for 13 years. This Dream Scholarship National Award Ceremony was held at the Yangming Cultural Park in Xiuwen, Guiyang, paying tribute to Wang Yangming and promoting Chinese traditional culture.