/PRZWT/On October 10th, the 2025 Fortune Sustainability Summit with the theme of "Intelligent Era, Smart Coexistence" was held. Wuliangye (000858.SZ) participated deeply in the summit as both the "Chief Strategic Partner" and the "Designated Wine". Zhang Xin, the deputy general manager, chief financial officer and secretary of the board of Wuliangye Co., LTD., was invited to attend and discuss core topics such as green transformation and sustainable consumption with leading figures from various industries.
At the event site, Wuliangye promoted the sustainable practices of Chinese liquor enterprises and the value concept of "harmony and beauty" to the international stage through various forms such as setting up a brand exhibition area, roundtable dialogues, and brand promotion, injecting unique Eastern power into the global sustainable consumption agenda.
Focus on cultural identity and green values, and lead the cognitive upgrade of the liquor industry
At the roundtable forum titled "Sustainable Consumption Awakening: Buyer Voting Rights and Corporate Answers", Zhang Xin shared the sustainable innovation and practice of Wuliangye.
At present, the consumer demand in the Baijiu market shows distinct stratified differences. High-net-worth consumers view the sustainable attributes of brands as social tags. When choosing Baijiu, they not only focus on the quality and taste but also attach great importance to the green value and social responsibility behind the brand. The new generation of consumers closely bind brand values with their own aesthetic preferences, are willing to pay a reasonable premium for products that practice environmental protection concepts, and pay attention to the consistency between consumption behavior and personal concepts. Traditional self-consumption consumers tend to make practical choices. They will only proactively change their consumption habits when green consumption can bring direct benefits such as quality improvement and cost optimization.
In the face of differentiated market demands, liquor brands need to seek commonalities in "cultural identity" and "green value" in order to win the "vote" of consumers. Enterprises should not only strengthen consumers' emotional connection with the brand through cultural communication, but also transform the green concept into perceptible value, so that consumers from different circles can recognize that "sustainability" is not an abstract concept, but a core element closely related to their own consumption experience.
When analyzing the pain points of the industry, Zhang Xin pointed out that the sustainable consumption of the liquor industry is at a critical turning point in cognitive transformation. Most consumers have not yet realized the deep logic of "good mountains and good waters make good liquor". Essentially, brewing is an industry that is "co-brewed by nature and man". A good ecological environment is the foundation for producing high-quality liquor. Therefore, only green development can achieve the sustainable development of enterprises.
In response to this, Wuliangye has taken the initiative to assume the role of a cognitive guide. As a member of the ESG Committee of the China Listed Companies Association, Wuliangye actively participates in the construction of the industry's ESG evaluation and labeling system, ensuring that "green brewing" has standards to follow and labels to recognize. Meanwhile, by integrating online and offline channels and combining with cultural dissemination activities, we will gradually change consumers' fixed perception of the liquor industry, promote the balance between the social attribute of liquor and the environmental protection concept, and inject strong impetus into the sustainable development of the liquor industry.
Take the "harmony and beauty" culture as the core to build a sustainable consumption system
Facing the era's challenge of sustainable consumption, Wuliangye, with its value concept of "Harmony and Coexistence, Beauty in Harmony", has made efforts from three dimensions: laying a solid foundation through quality, enhancing value through ecology, and enriching connotations through culture. It has integrated sustainability into the entire product life cycle and all consumption scenarios, not only touching consumers but also setting a practical model for the industry to draw on.
Wuliangye has solidified the trust foundation of its products through full-process control and cutting-edge technology empowerment, setting a quality benchmark for sustainable consumption in the liquor industry. As the world's first distilled spirit brewed from five kinds of grains, Wuliangye adheres to the five-character formula of "planting, brewing, selection, aging and blending" for fine wine, and has built a full-chain quality management system. It is the only enterprise in the industry that has won the highest honor in China's quality management field five times. At the same time, by leveraging blockchain technology, a full life-cycle traceability platform is built to ensure that the origin and quality of every bottle of wine can be traced, and to consolidate the trust foundation for sustainable consumption with the power of technology.
On the track of green development, Wuliangye has taken the lead in setting the goal of becoming a "zero-carbon liquor enterprise", enhancing the "green content" of sustainable consumption through industrial collaboration. The company established the first national green factory in the industry, integrating ecological concepts into the entire industrial chain. At the product level, an ecological park has been created to achieve ecological production and provide ecological products. Among them, the biodegradable packaging of the eco-friendly Wuliangye concept product has won international awards such as iF and Red Dot. At the industrial level, play the role of a chain leader, incorporate ESG into the assessment of suppliers, actively promote green planting, build over 1.5 million mu of dedicated grain bases for brewing, and at the same time upgrade green packaging and promote green logistics, to construct a green ecosystem covering the entire industrial chain from planting, production, packaging to logistics.
In the dimension of cultural inheritance and innovation, Wuliangye deeply explores and expands the cultural connotation of Baijiu. Through scene integration and value transmission, it makes Baijiu consumption more culturally charming and of contemporary value. Facing the domestic market, Wuliangye integrates the "Harmony and Beauty" culture into consumption scenarios such as festivals, reunions, and banquets through the "Five Steps of Harmony and Beauty", deepening the cultural identity of the Chinese people. In overseas markets, the "Harmony and Beauty Global Tour" IP is accelerating its global expansion. Through cross-border cooperation with international brands, Wuliangye has become a promoter of Chinese Baijiu culture and will continue to drive the concept of sustainable Baijiu consumption to go global in the future. For 27 consecutive years, the company has held the "Wuliangye · Rose Wedding Ceremony", and for 9 consecutive years, it has carried out the "Rational Drinking Promotion Week", endowing the consumption of Baijiu with warmth. Moreover, it has innovatively created the Wuliang · Zhi Zao New Trend Experience Store and launched the 29° Wuliangye · Love at First Sight product, making Baijiu more in line with the new era's consumption trend of relaxation and self-pleasure, thus achieving the sustainable development of the Baijiu industry.
In recent years, Wuliangye has fully implemented sustainable practices throughout its entire chain, presenting a sustainable consumption report card: Sustainable development is not merely a single environmental protection measure, but rather the coordinated progress of quality, ecology and culture, and the resonance of corporate responsibility and consumer demand. In the future, as Wuliangye's "Harmony and beauty" culture continues to spread and its green practices deepen, Wuliangye will continue to use wine as a medium to build a global sustainable communication platform, contributing more practical wisdom of Chinese Baijiu to the green and high-quality development of the industry and the global sustainable consumption agenda. (CIS)
