From "acquaintance" to "partnership": Famlink Group and Jiugui Liquor launch a new strategic cooperation program, spreading the Fuyuxiang-type aroma to a wider area

With the warm winter sunshine and the aroma of Fuyuxiang, on December 10, 2025, Jiugui Liquor Co., Ltd.‌ located in Xiangxi (Meaning West of Hunan Province) welcomed a familiar old friend - a delegation from Famlink Group. This was not a first encounter; it was a "mutual journey" based on long-term trust. As an overseas strategic partner of COFCO Great Wall Wines & Spirits for many years, Famlink Group 's visit to Jiugui Liquor was not only a deep exploration but also the solemn beginning of a brand-new cooperation journey. The two sides discussed "how to make Jiugui Liquor go further and more steadily" from brand expansion to market deepening, engaging in a warm, practical, and powerful dialogue.

Figure 1: Gathering in “ZHUOJING” (Tasting Realm)

The resonance of a drink, a sublimation of collaboration

This meeting began with the shared appreciation of a glass of liquor. At the "Zhuojing" Art Space of Jiugui Liquor, the team from Famlink experienced an immersive tasting, truly experiencing the unique aroma of Fuyuxiang and profound cultural heritage of Jiugui Liquor. From the selection of raw materials to the brewing process, from the aging techniques to the flavor expression, every detail demonstrated Jiugui Liquor 's commitment to quality. A glass of liquor became a medium for both parties to deepen their understanding and reach a consensus.

Figure 2: Close-up of Tasting and Discussion

During the subsequent exchange held at the "Tianren Gongzui" (Heaven and Man Intoxicated Together) Art Space‌, also known as the Zhuojing Art Space, both parties engaged in a practical and open discussion on market strategies, cultural expression and internationalization paths. From the layout for the northern market to the planning of the overseas market, the ideas became clearer in the course of the discussion, and the confidence continued to grow through the interaction.

Figure 3: The scene of product exchange and interaction

From Beijing to the World: Drawing a Clear Development Blueprint

Based on a solid foundation of mutual trust and a shared strategic vision, the two sides jointly drew up a clear roadmap for cooperation:

Take root in Beijing and build a brand highland​
The two parties have agreed to jointly establish a " Jiugui Liquor Experience Center" in the core area of Beijing's CBD, creating a comprehensive platform that integrates brand display, cultural experience, and high-end tasting. This is not only an important layout for Jiugui Liquor in the northern market, but also an important measure for brand image upgrade and customer experience optimization.

Join hands and venture out to sea, to pioneer a new chapter in the international arena.​
Relying on the mature distribution channels and rich experience of Famlink Group in markets such as Russia and Vietnam, Jiugui Liquor will embark on a new journey of brand internationalization. Both parties will jointly explore an overseas promotion model suitable for Chinese Liquor, allowing the Fuyuxiang-type liquor from Xiangxi to spread to a broader international market and onto more extensive dining tables around the world.

United in heart and step, creating our future
From the successful overseas expansion of Great Wall Wine to the cultural voyage of Jiugui Liquor, this collaboration is not only a model of resource synergy within the system, but also an important attempt by Chinese liquor brands to venture into the world with an innovative attitude. This collaboration stems from mutual recognition of professional capabilities, is based on the common pursuit of development visions, and points towards a bright future of mutual benefit and win-win results.

A winter rendezvous in Xiangxi, a tasting dialogue on Fuyuxiang, and a clear action plan - the cooperation between Jiugui Liquor and Famlink Group has moved from "intention" to "execution". This is not only a business handshake, but also a cross-regional resonance of culture and flavor.