As the 2021 Spring Festival approaches, Anhui Gujing Distillery, a
subsidiary of the Anhui-based baijiu maker Gujing Group, is set to fuel
the festival air by joining hands with the annual CCTV Spring Festival
The CCTV Spring Festival Gala has been held for 37 consecutive years,
and has become an indispensable accompaniment to Chinese New Year's Eve
Anhui Gujing Distillery has teamed up with the gala since 2016, with
its notable baijiu brand－Gujinggong Baijiu. This year will mark the
sixth consecutive cooperation between the two sides.
Recently, the company released its advertising campaign tailor-made
for the 2021 Spring Festival Gala. "Seeing the special film, you will
realize that Spring Festival is right around the corner," one customer
For many of its customers, drinking Gujinggong Baijiu while watching
the Spring Festival Gala has become a new custom, according to the
The company has launched a new baijiu product for the 2021 Spring
Festival. Named after Niansanshi, referring to the Chinese Lunar New
Year's Eve, the new product aims to further promote the integration of
Chinese baijiu with the Chinese festival, according to Anhui Gujing
Featuring a new flavor that differs from any traditional scent type,
such as mild, strong and sauce fragrances, the new product adopts
innovative production techniques after a decade of the company's
Spring Festival contains the cohesion and unity of the Chinese
nation, and the Spring Festival Gala reflects not only the yearning and
belonging of the Chinese people globally, but also the identification of
Chinese cultural values and national identity.
The company said it wishes to propose a toast to the Chinese people
all over the world through the gala, demonstrating its confidence in
both operating its business and undertaking corporate social
In 2020, Anhui Gujing Distillery contributed to the fight against the
COVID-19 pandemic and the flooding in some southern parts of China.
The company donated more than 60 million yuan ($9.26 million) to combat the pandemic last year.
In recent years, Anhui Gujing Distillery has committed to upgrading
its brand and promoting the internationalization of its market.
In December 2020, Liang Jinhui, president of Gujing Group, said that
as the unit on duty of the international promotion committee of baijiu
culture at the China Alcoholic Drinks Association in 2021, Gujing will
do its best to fulfill its responsibilities and obligations, and "Gujing
has the confidence, determination and perseverance to join hands with
various outstanding liquor companies to stride forward on