Gujing lifts spirits, teaming up with the 2021 CCTV Spring Festival Gala

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 Gala.

The CCTV Spring Festival Gala has been held for 37 consecutive years, and has become an indispensable accompaniment to Chinese New Year's Eve dinners.

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 said.

For many of its customers, drinking Gujinggong Baijiu while watching the Spring Festival Gala has become a new custom, according to the company.

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 Distillery.

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 scientific experiments.

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 responsibility.

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 internationalization".