从110年前的旧金山到今日纽约：汾酒如何用汾享世界·龙尊系列重塑中国白酒的“世界语言”？

1915年，汾酒在巴拿马万国博览会上一举斩获甲等大奖章，那是一次基于品质的“历史必然”；2025年，当汾酒再次站在全球聚光灯下，带来的不仅仅是荣耀的回望，更是一场精心筹备的战略突围。

In 1915, Fenjiu claimed the Grand Prize at the Panama–Pacific International Exposition—an achievement that was no accident, but a historical inevitability rooted in uncompromising quality. In 2025, as Fenjiu once again steps into the global spotlight, it brings not only a reflection on past honors, but also a carefully prepared strategic breakthrough.

在“巴拿马万国博览会甲等大奖章110周年暨汾酒全球战略发布盛典”上，汾酒并未止步于庆祝，而是以全球首发重磅新品——汾享世界·龙尊系列产品的方式，向国际市场递交了一份具象化的战略说明书。

At the Panama-Pacific International Exposition 110th Anniversary and FenShare the World Fenjiu Global Launch Ceremony, Fenjiu moved beyond celebration. Through the global debut of its flagship new product—FenJoy the World-The Loong Collection by Fenjiu—the brand delivered a concrete and forward-looking articulation of its global strategy to international markets.

汾享世界·龙尊系列不再是简单的消费品，而是汾酒在“三驾马车、九个重点”国际化1.0模式指导下，为不同文化语境量身定制的“社交货币”与“文化图腾”。

FenJoy the World-The Loong Collection by Fenjiu is no longer merely a consumer product. Guided by Fenjiu’s Internationalization 1.0 framework, defined by the “three pillars and nine key priorities”, the collection has been purposefully crafted for diverse cultural contexts, positioning itself as both a form of social currency and a cultural totem in global engagement.

图：多位嘉宾登台见证新品发布

Photo: Distinguished guests take the stage to witness the launch of the new product.

图腾与极简——汾享世界·龙尊系列产品背后的文化翻译学

Totem and Minimalism: The Cultural Translation Behind the Fenjoy the World-The Loong Collection

在中国白酒国际化的叙事中，产品永远是第一媒介。

In the narrative of Chinese baijiu’s internationalization, the product has always been the primary medium.

然而，如何让一款承载6000年农耕文明的白酒，被习惯了威士忌、白兰地的西方消费者所接纳？汾酒给出的答案是：以汾享世界·龙尊系列“双子星”布局，分别占领“文化高地”与“生活方式”。

Yet the question remains: how can a spirit rooted in 6,000 years of agrarian civilization resonate with Western consumers long accustomed to whisky and brandy? Fenjiu’s answer lies in the dual-track “twin-star” strategy of FenJoy the World-The Loong Collection by Fenjiu, designed to simultaneously secure the cultural high ground and embed itself within everyday lifestyle consumption.

据悉，汾享世界·龙尊系列是汾酒深化复兴战略的品牌战略再升级，承担着树立中国高端清香白酒典范，致力中国名白酒成功走向世界的使命，最终实现让世界品味真实的中国。

According to the release, FenJoy the World-The Loong Collection by Fenjiu represents a further elevation of Fenjiu’s brand strategy under its Revitalization Initiative. The collection is tasked with setting a benchmark for China’s high-end light-aroma baijiu, advancing the successful global presence of China’s renowned spirits, and ultimately enabling the world to experience the authentic taste of China.

发布盛典现场，聚光灯下的青花汾酒20·龙尊版高端大气，高折射率的半透蓝色水晶玻璃，与典雅美感、瓶底凸起群山，以及瓶身蜿蜒腾跃的飞龙呼应，营造出“龙跃山巅”的恢弘意象，这不仅是包装设计的艺术化，更是品牌资产的图腾化。

At the launch ceremony, Qinghua 20–Loong Edition by Fenjiu (Blue Diamond Edition) stood in the spotlight with a commanding presence. Crafted in high-refractive, semi-translucent blue crystal glass, the bottle harmonizes refined elegance with sculpted mountain forms rising from the base, while a sinuous, soaring dragon winds across the body. Together, these elements evoke the grand imagery of “a dragon ascending the mountain peak”, an artistic expression that transcends packaging design, transforming it into a totem of enduring brand value.

品质上，其只选用源自太行山的“一把抓高粱”，三种大曲3:3:4的黄金搭配比例，确保清香白酒的雅正，成就“大曲清香”，采用传统的“固态地缸分离发酵法”，60天双倍发酵，选用陶坛储藏年份基酒进行小批量勾调，实现了从“清”到“雅”的口感跃迁。

In terms of quality, the collection is crafted exclusively from “Yibazhua” sorghum sourced from the Taihang Mountains, combined with a golden 3:3:4 ratio of three types of daqu (traditional fermentation starters). This precise formulation preserves the purity and classical balance of light-aroma baijiu, giving rise to the distinctive profile of daqu-based light aroma. It employs the traditional solid-state, subterranean earthen-jar fermentation method with separated fermentation, followed by an extended 60-day double fermentation process. Aged base spirits matured in ceramic jars are then selected and blended in small batches, achieving a refined sensory progression from “clarity” to “elegance.

从品牌层面来看，青花汾酒20·龙尊版承担的是“品牌运营国际化”与“文化传播国际化”的重任。龙，作为中华文明的精神图腾和文化象征，蕴含了大国品质和文化的双重精髓，对于海外华人华侨以及对东方文化有深厚兴趣的高端圈层而言，这款产品提供了一种身份认同的载体。

From a brand perspective, Qinghua 20–Loong Edition by Fenjiu (Blue Diamond Edition) is entrusted with advancing both the internationalization of brand operations and the international dissemination of culture. The loong, as a spiritual totem and cultural symbol of Chinese civilization, embodies the dual essence of national character and cultural heritage. For overseas Chinese communities and high-end audiences with a deep appreciation for Eastern culture, the collection serves as a tangible vehicle for identity recognition and cultural affiliation.

与之形成鲜明对比的是汾享世界·龙尊系列（汾酒53°）。如果说青花汾酒20·龙尊版是向内的文化寻根，那么汾酒53°则是向外的普世对话。这款产品采用了极简主义设计，瓶身如月光浸透般的溪流，通透、纯净、现代，几乎剥离了所有的文化阅读门槛，直接对标国际主流烈酒。

In marked contrast stands FenJoy the World-The Loong Collection by Fenjiu (53% ABV.) If Qinghua Fenjiu 20 – Loong Edition represents an inward journey of cultural roots, Fenjiu 53% ABV opens outward to a universal dialogue. Embracing a minimalist design language, its bottle evokes a stream bathed in moonlight—transparent, pure, and contemporary. By stripping away nearly all barriers of cultural interpretation, it speaks directly to the sensibilities of the global market and is positioned squarely alongside leading international spirits.

更为关键的是，汾享世界·龙尊系列（汾酒53°）承载了汾酒“口感表达国际化”的战略使命。

More importantly, FenJoy the World-The Loong Collection by Fenjiu (53% ABV) embodies Fenjiu’s strategic commitment to the internationalization of flavor expression.

图：纽约州众议员郑永佳做分享。

Photo: New York State Assemblyman Lester Chang shares insights at the event.

在纽约州众议员郑永佳提到的“不是豪饮，而是细品”的消费趋势下，汾享世界·龙尊系列（汾酒53°）主打“清字当头、一清到底”，将中国白酒复杂的酿造工艺转化为“入口绵、落口甜”的直观体验。这种“清香”特质，恰恰是最容易被西方味蕾接受的特性。

Against the backdrop of a consumption trend described by New York State Assemblyman Lester Chang as one of “not heavy drinking, but mindful tasting,” FenJoy the World-The Loong Collection by Fenjiu (53% ABV) highlights a philosophy of “clarity first, clarity throughout.” It translates the complexity of Chinese baijiu craftsmanship into an immediately accessible sensory experience—soft on entry with a gently sweet finish. This defining light-aroma character is precisely what resonates most readily with Western palates.

这款的推出，显示了汾酒试图打破“白酒只在唐人街流转”的固有圈层，用一种更轻盈、更现代的姿态，走进美国的酒吧、家庭聚会乃至商务宴请场景。

The launch of the Crystal Edition underscores Fenjiu’s ambition to move beyond the long-standing notion that baijiu circulates only within Chinatowns. With a lighter, more contemporary expression, the brand seeks to enter American bars, family gatherings, and business entertaining occasions.

从“液体味精”到“战略支点”——新品承载的商业野心

From “Liquid MSG” to a Strategic Fulcrum — The Commercial Ambition Behind the New Release

产品是战略的容器。此次汾享世界·龙尊系列产品的发布，实则是汾酒国际化1.0模式——“三驾马车、九个重点”的具体落地。

Products are vessels of strategy. The launch of FenJoy the World-The Loong Collection by Fenjiu represents the concrete implementation of Fenjiu’s Internationalization 1.0 model, defined by the framework of “three pillars and nine key priorities.”

汾酒集团董事长袁清茂提出的“三驾马车”——华人华裔营销路径、华商互动营销路径、本土化营销路径，在汾享世界·龙尊系列产品上得到了完美映射。

The “three pillars” articulated by Yuan Qingmao, Chairman of Fenjiu Group—namely, the overseas Chinese–oriented marketing pathway, the overseas Chinese business engagement pathway, and the localized marketing pathway—are clearly and systematically reflected in the design and positioning of the Loong Collection.

青花汾酒20·龙尊版显然是为前两架马车量身打造的。在海外，华人社区与华商群体不仅是消费者，更是传播者。一款带有强烈民族自豪感与文化归属感的产品，能够迅速在华人圈层形成口碑裂变，正如旅美华人书法家、资深媒体人姜广富现场书写翰墨丹青所引发的共鸣一样。通过这一产品，汾酒巩固了其在海外华人市场的基本盘，将其打造为连接故土与海外的纽带。

The Qinghua Fenjiu 20 – Loong Edition, in particular, is purpose-built for the first two pillars. Overseas Chinese communities and Chinese business networks function not only as consumers, but also as cultural transmitters. A product imbued with a strong sense of national pride and cultural belonging can rapidly generate word-of-mouth momentum within these circles—much as the resonance sparked by the on-site calligraphy performance of Jiang Guangfu, a Chinese-American calligrapher and senior media professional. Through this product, Fenjiu consolidates its foundational presence in overseas Chinese markets, positioning it as a vital link between the homeland and the global Chinese diaspora.

图：山西杏花村汾酒厂股份有限公司副总经理、汾酒销售公司董事长张永踊

Photo: Zhang Yongyong, Vice President of Shanxi Xinghua Cun Fenjiu Distillery Co., Ltd and Chairman of Fenjiu Sales Company.

而汾酒53°则是驱动“本土化营销路径”的关键引擎。山西杏花村汾酒厂股份有限公司副总经理、汾酒销售公司董事长张永踊在发布会分享了一个有趣的调研细节：纽约粤菜厨师将汾酒称为“液体味精”，用于广式腊肠的制作；更有外国朋友对中药与酒结合的强身功能产生兴趣。

The Fenjiu 53% ABV, by contrast, serves as a key engine driving the localized marketing pathway. At the launch ceremony, Zhang Yongyong, Vice President of Shanxi Xinghua Cun Fenjiu Distillery Co., Ltd and Chairman of Fenjiu Sales Company, shared an insightful research finding: Cantonese chefs in New York refer to Fenjiu as “liquid MSG”, incorporating it into the production of Cantonese-style sausages, while some international consumers have expressed interest in the perceived wellness attributes associated with the combination of traditional Chinese medicinal concepts and spirits.

这表明，汾酒在海外已经具备了多元化的使用场景。汾享世界·龙尊系列（汾酒53°）的推出，正是为了进一步拓展这些场景。它清透的质地和纯净的口感，使其具备了作为基酒调制鸡尾酒的潜力，这正是打入西方主流餐饮渠道的入场券。

These observations indicate that Fenjiu has already developed diversified usage scenarios in overseas markets. The introduction of FenJoy the World-The Loong Collection by Fenjiu (53% ABV) is intended to further expand such scenarios. Its crystal-clear appearance and pure, clean flavor profile give it strong potential as a base spirit for cocktail creation, a critical entry point into mainstream Western dining and hospitality channels.

此外，汾享世界·龙尊系列产品的发布紧扣“九个重点”中的品牌运营的国际化、文化传播的国际化、标准推广的国际化、口感表达的国际化、产品表达的国际化、价格国际化、核心城市国际化试点、仓储物流国际化和生产基地的国际化。

Moreover, the launch of the FenJoy the World-The Loong Collection by Fenjiu closely aligns with the “nine key priorities” of Fenjiu’s internationalization strategy: the internationalization of brand operations, cultural communication, standards promotion, flavor expression, product expression, and pricing, as well as pilot initiatives for core global cities, the internationalization of warehousing and logistics, and the internationalization of production bases.

图：山西杏花村汾酒国际贸易有限责任公司董事长、总经理相里宝宝

Photo: Xiangli Baobao, Chairman and General Manager of Fenjiu International Trade Co., Ltd.

通过推出标准化、高规格的国际版新品，汾酒掌握了在海外市场的定价权与话语权，避免了过去低价竞争的泥潭。山西杏花村汾酒国际贸易有限责任公司董事长、总经理相里宝宝在致辞中明确表示，汾享世界·龙尊系列产品是“为适应美国市场量体裁衣”，旨在满足年轻化、多元化的消费群体。

By launching standardized, high-specification international editions, Fenjiu has strengthened its pricing power and discourse authority in overseas markets, effectively avoiding the trap of low-price competition that once constrained category development. In his address, Xiangli Baobao, Chairman and General Manager of Fenjiu International Trade Co., Ltd., made it clear that FenJoy the World – The Loong Collection by Fenjiu has been tailored specifically for the U.S. market, with the aim of meeting the preferences of a younger and more diverse consumer base.

值得注意的是，汾享世界·龙尊系列产品已成功通过了严格的美国FDA注册认证。众所周知，FDA 认证在全球市场具有强大影响力，通过认证的产品往往被视为高品质、安全有效的象征。这说明汾享世界·龙尊系列不仅可在美国市场销售，还能在国际市场上获得更多竞争优势。

Notably, the FenJoy the World-The Loong Collection by Fenjiu has successfully passed the stringent registration and certification process of the U.S. Food and Drug Administration (FDA). As widely recognized, FDA certification carries significant global influence, and products that obtain such approval are commonly regarded as symbols of high quality, safety, and reliability. This certification indicates that the collection is not only approved for sale in the U.S. market, but also positioned to gain enhanced competitive advantages in international markets.

信任连接——在不确定性中锚定“清香”价值

Trust as the Connector — Anchoring the Value of “Light Aroma” Amid Uncertainty

实际上，“三驾马车、九个重点”是支撑汾享世界·龙尊系列走向世界的硬实力，而支撑汾享世界·龙尊系列产品从走向世界到走进世界的，还有汾酒软实力的储备。

In practice, the framework of “three pillars and nine key priorities” constitutes the hard power supporting FenJoy the World-The Loong Collection by Fenjiu in going global. Yet what enables the collection to move from merely reaching the world to truly entering it is Fenjiu’s accumulated soft power.

图：纽约市议员克里斯托弗·马特

Photo: Christopher Marte, member of the New York City Council

纽约州众议员郑永佳在发布盛典上还提到，尼克松总统访华时，曾用汾酒与伟人交流，促进了中国白酒在美国的发展。与此同时，郑永佳对汾酒印象深刻，提出“汾酒即是中国的威士忌”这一概念。另外，纽约市议员Christopher Marty建议汾酒要与节庆社交结合，这些都证明了汾酒正在成功切入美国市场的主流叙事。

At the launch ceremony, New York State Assemblymember Lester Chang also recalled that during President Nixon’s visit to China, Fenjiu was used in exchanges with Chinese leaders, helping introduce Chinese baijiu to the United States. Lester Chang noted his deep impression of Fenjiu and put forward the view that “Fenjiu is China’s whisky.” Meanwhile, New York City Council Member Christopher Marte suggested that Fenjiu be integrated with festive and social occasions. Together, these perspectives underscore that Fenjiu is successfully positioning itself within the mainstream narrative of the U.S. market.

图：美中友好协会会长张锦平

Photo: Peter Zhang, President of the Sino-American Friendship Association

不过，品牌在全球化进行中，还需要建立更多的理解和新任。“全球化商业成功的核心始终在于人与人之间的理解。”美中友好协会主席张锦平在演讲中表示。联合国环境科学研究所高级研究员、环境科学研究者梅达尼（Madani）也在演讲中指出：“信任是在桌子上一起相互讨论建立起来的……意味着吃他们所吃的，喝他们所喝的。”

Nevertheless, as brands advance along the path of globalization, they must continue to cultivate deeper understanding and build trust. “At its core, global business success has always been about understanding between people,” said Peter Zhang, President of the Sino-American Friendship Association, in his address. Madani, Professor at the United Nations University Institute for Water, Environment, and Health (UNU-INWEH) and an environmental scientist, echoed this view, noting that “trust is built through sitting at the same table and engaging in open dialogue... It means eating what they eat and drinking what they drink.”

图：联合国环境科学研究所高级研究员、环境科学研究者梅达尼

Photo: Madani, Professor at the United Nations University Institute for Water, Environment, and Health (UNU-INWEH) and an environmental scientist

站在巴拿马万国博览会甲等大奖章110周年这一历史真实性的“文化互信”上， 当歌剧《祝酒歌》的旋律在会场响起，当琵琶与小提琴合奏出《青花瓷》，汾享世界·龙尊系列产品也成为连接东西方文化的“信任之锚”。

Grounded in the historically authenticated legacy of the 110th anniversary of the Grand Prize at the Panama–Pacific International Exposition, and the foundation of cultural mutual trust it represents, FenJoy the World-The Loong Collection by Fenjiu emerged as a “trust anchor” linking Eastern and Western cultures. As the melodies of the opera Brindisi filled the hall, and as the pipa joined the violin in a rendition of Blue and White Porcelain, the collection became a living medium of dialogue—where shared music, shared moments, and shared taste converged across civilizations.

据悉，汾酒已进入全球78个国家和地区，覆盖了五大洲的200多个城市和区域，成为年销量达24万吨烈酒巨擘，更是全球销售实物量领先的白酒品牌。

According to available information, Fenjiu has entered 78 countries and regions worldwide, reaching more than 200 cities and markets across all five continents. With annual sales volume totaling 240,000 tonnes, it has grown into a major global spirits producer and stands as the world’s leading baijiu brand by physical sales volume.

“借问酒家何处有，牧童遥指杏花村。”这句古老的诗句，如今在纽约有了新的回响。汾享世界·龙尊系列产品，不仅是为110年前的奖章加冕，更是为下一个百年的征程开旗。未来，牧童遥指的那个，已不仅是山西杏花村，更是每一个热爱东方美学的全球角落。

“Where can one find a tavern?”—the shepherd boy points from afar to Xinghua Village. This ancient verse now finds a new resonance in New York. FenJoy the World-The Loong Collection by Fenjiu is not merely a crowning tribute to the honor won 110 years ago; it also raises the banner for the journey of the next century. Looking ahead, the place once indicated by the shepherd boy is no longer confined to Xinghua Village in Shanxi, but extends to every corner of the world where Eastern aesthetics are cherished.

中国白酒的出海，从来不是简单的地理位移，而是构建文化的信任。汾酒此次带着6000年的底蕴，在传承与焕新中，让中国白酒走进世界。

The global expansion of Chinese baijiu has never been a simple matter of geographic movement; it is, at its core, the building of cultural trust. Carrying a legacy of 6,000 years, Fenjiu advances through a balance of preservation and renewal, bringing Chinese baijiu into the world.