Country for PR: China
Contributor: Xinhua News Agency
Friday, January 25 2019 - 00:30
AsiaNet
Luzhou Laojiao promotes internationalization strategy jointly with Australian Open
MELBOURNE, Jan. 24, 2019 /Xinhua-AsiaNet/ --

At the 2019 Australian Open (AO) in Melbourne, China's high-end liquor maker 
Luzhou Laojiao has seen its brand "National Cellar 1573" appearing in many 
scenes of the tennis tournament.

As a global partner and co-sponsor of the AO, Luzhou Laojiao celebrated the 
upcoming Chinese Lunar New Year at the Rod Laver Arena of Melbourne Park where 
the AO takes place, with tennis fans around the world.

On the spot, Luzhou Laojiao released the "National Cellar 1573" AO champion and 
commemorative editions jointly with the AO on January 18, paying tribute to all 
AO tennis players and tennis fans.

The cooperation between Luzhou Laojiao and the AO will provide a broader 
development opportunity for the company, said Wang Hongbo, executive deputy 
general manager with Luzhou Laojiao Co., Ltd.

He said that the cooperation is also an important step for the company's 
internationalization strategy, which will help enhance its international 
reputation. It has truly realized the in-depth cooperation between Chinese 
brands and international top events, and further established its brand 
internationalization strategy.

At present, the Belt and Road Initiative has created an unprecedented 
opportunity for Chinese enterprises and Chinese national brands to go global. 
The liquor industry, which is a typical symbol of Chinese traditional culture, 
has also launched the internationalization strategy to promote brands overseas.

Luzhou Laojiao has completed its distribution in more than 50 countries and 
regions around the world, and has become one of the most popular Chinese liquor 
brands at the overseas market. In September 2018, the company established its 
North American office in the United States, in a bid to accelerate the process 
of internationalization. 

Source: Luzhou Laojiao Co., Ltd.

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