Campari Partners With China’s Wuliangye

By: Trademagazin editor Date: 2023. 12. 08. 09:39

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Italian spirits company Campari has formed a strategic partnership with Chinese liquor producer Sichuan Yibin Wuliangye Group to jointly boost presence in the Chinese and global spirits markets.

The two companies will collaborate in areas such as new product development, channel expansion, marketing cooperation, and brand promotion.

This partnership will allow Campari to leverage Wuliangye’s expertise in the Chinese Baijiu market, while Wuliangye will gain access to Campari’s portfolio of Western spirits brands.

The partnership is expected to benefit consumers in China and abroad, as they will have access to a wider variety of spirits products.

Additionally, the two companies plan to develop and co-create new products that are suitable for different occasions.

Bob Kunze-Concewitz, CEO of Campari Group said the spirit of cooperation between Campari and Wuliangye is rooted in deep respect for each other’s strengths and reflects the shared values of pragmatism and agility.

ESM