Campari Group and Sichuan Yibin Wuliangye Group have entered into a Memorandum of Understanding (MOU) to establish a strategic cooperation relationship.
The strategic collaboration in Yibin City, China, will facilitate the partnership between the two beverage companies in various areas, including the co-creation of new products, expanding channels, enhancing marketing cooperation, and promoting brand culture.
It will assist in the collaborative growth of both entities within the domestic Chinese market and the global spirits market.
At the signing ceremony, Bob Kunze-Concewitz, CEO of Campari Group, provided an overview of the history and achievements of Campari Group while underscoring the significance of the Chinese market.
Kunze-Concewitz remarked that the “collaborative spirit” between the two firms is grounded in a profound appreciation for each other’s strengths and mirrors the “common values of pragmatism and agility.”
The strategic collaboration seeks to leverage the strengths of both entities and was characterized by Matteo Fantacchiotti, Campari’s Group Deputy CEO and Managing Director of the Asia Pacific Region, as a “significant milestone” in the worldwide spirits industry.
In partnership with Wuliangye, Campari will explore avenues for growth while fostering cultural exchange through spirits. This is exemplified by Campari Group’s diverse portfolio of Western spirits and Wuliangye’s prominence in Chinese Nongxiang Flavor Baijiu.
The two companies intend not only to acquaint consumers in China and beyond with diverse spirits that embody various cultures but also to collaboratively create new products tailored for different occasions through their partnership.
Zeng Conggin, Secretary and Chairman of the Party Committee of Wuliangye Group, expressed that the collaboration will signify a “breakthrough in product innovation” for both spirits groups. He emphasized it as a “passionate collision of cultural exchanges between the East and the West,” foreseeing it as a catalyst for the prosperity and development of the global spirits industry.
In September this year, Wuliangye and Campari jointly introduced a fresh cocktail called the ‘Wugroni,’ crafted from a blend of Wuliangye Baijiu co-created by both companies. With the formal signing of the strategic memorandum, the collaboration between the two firms is set to deepen even further.
