WULIANGYE & CAMPARI JOINTLY LAUNCHED “WUGRONI” COCKTAIL
By Tony Zhu
Leading Chinese baijiu brand Wuliangye has joined hands with Italian red apéritif brand Campari to release a new cocktail called "Wugroni".
"Wugroni" is designed to be a Chinese version of the world famous cocktail Negroni, the release is to mark the 11th Negroni week which took place from 19 to 24 September.
The Negroni cocktail was first invented in Florence in the 20th century with Campari and gin as essential ingredients. It is widely loved by drinkers around the world because of its bitter-sweet taste.
The newly released Wugroni replaced the gin in the Negroni recipe with Wuliangye baijiu. The result is a cocktail with Negroni’s classic bitter-sweet taste added with Chinese baijiu’s unique rich fragrance.
The two companies will introduce Wugroni to bartenders and cocktail enthusiasts in China, presenting Chinese consumers with a new way of enjoying the traditional Chinese liquor.
They will also take the new cocktail to international markets to get more foreign consumers to taste this unique liquor from China.
Despite being China’s most popular spirit, Chinese baijiu is still relatively little known in international markets.
More creative efforts like the creation of Wugroni from baijiu producers will certainly help international consumers understand more of this fiery drink.
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