Guangyuyuan Guilingji Jiu Debuts at Chengdu Spring Sugar and Wine Fair, Accelerating Product Refresh and Upgrades

From March 26 to 28, 2026, the Chengdu Sugar and Wine Fair will be grandly held in Chengdu. As the annual barometer of the food and beverage industry, this exhibition gathers numerous domestic and international brands. The time-honored brand Guangyuyuan showcases its core product, Guilingji liquor, highlighting the 28° light health Xiaopao series and the Zunyang Imperial Wine Gift series, becoming one of the focal points at the Spring Sugar Fair with a clearer product layout and refreshed brand expression.

From health and wellness to emotional resonance, the logic of alcoholic beverage consumption is changing.

On March 19, Song Shuyu, president of the China Alcoholic Drinks Association, stated at the 2026 China International Wine Industry Development Conference: “The micro-drunk economy and emotional revolution are reshaping the new face of China’s wine industry.” The shift from heavy drinking to mild inebriation, from superficiality to substance, and from functional satisfaction to emotional resonance is becoming an important trend in the evolution of alcoholic beverage consumption.

Behind this change is a reconstruction of consumption concepts, especially represented by the younger demographic. Alcohol is no longer just a tool for socializing; it is gradually becoming an important carrier of emotional value, self-pleasure experiences, and lifestyle expression. Guangyuyuan’s appearance at the Spring Sugar Fair is an active response to this trend. Focusing on consumption segmentation and scenario differentiation, Guilingji liquor emphasizes the light health Xiaopao series and the Zunyang Imperial Wine series, further enhancing its product matrix and market layout.

The light health Xiaopao series revolves around the core expression of “28° light wellness,” focusing on scenarios such as self-drinking, ready-to-drink, mixing, and young socializing, primarily targeting dining, supermarkets, and other distribution channels. The products include Youth Xiaopao, Vitality Xiaopao, and Energy Xiaopao, promoting Guilingji liquor’s extension towards everyday, light health, and social expressions. The Zunyang Imperial Wine series addresses consumer needs for gifting, group purchases, and high-end business, highlighting quality, value, and gifting attributes, with products including Imperial Wine: Exquisite, Imperial Wine: Noble, and Imperial Wine: Auspicious, focusing on private domains and premium channels.

Together, these two series form an important support for the product upgrade of Guilingji liquor and allow this time-honored brand to showcase a more distinct expression of a healthy lifestyle in the contemporary consumption context.

Using the Spring Sugar Fair as a window to release signals of product renewal and upgrade.

This appearance at the Chengdu Spring Sugar Fair is not just a product showcase but also a concentrated presentation of Guangyuyuan’s ideas for renewing and upgrading Guilingji liquor products.

If the light health Xiaopao series embodies the brand’s youthful and everyday expression, the Zunyang Imperial Wine series further expands the space for gifting, business, and premiumization. Together, they constitute an important grip on the current product renewal and upgrade of Guilingji liquor, allowing the “time-honored brand” to be more than just a historical symbol but a health lifestyle brand that can integrate into contemporary consumer life.

Behind this is Guangyuyuan’s systematic approach around products, scenarios, channels, and communication: using a product matrix to meet differentiated needs, establishing consumer connections through scenario communication, enhancing market efficiency via channel segmentation, and reinforcing brand memory points through cultural expression, driving Guilingji liquor’s continuous transformation from “traditional medicinal wine” to “symbol of a healthy lifestyle.”

In the future, Guangyuyuan will continue to promote the brand reshaping of Guilingji liquor, with quality as the foundation, culture as the soul, and channels as wings, continuously deepening its focus on light health consumption and respectful gifting directions, writing a new story for the time-honored brand in the wave of “Healthy China,” and allowing more consumers to see the greater possibilities between traditional brands and modern life.

【Source: Shanxi News Network】