WuLiangYe

When Eastern tradition meets European excellence, communication becomes a bridge between cultures.

From Maco&Co, we accompany Wuliangye, the world's most renowned Chinese baijiu liquor company, in its first institutional action in Spain, held within the framework of the EFQM Sustainable Performance Conference & Global Award Gala 2025 in Tarragona.

Our challenge was to design a communication strategy capable of connecting two very different worldviews, ensuring cultural coherence, informational precision, and institutional sensitivity.

We coordinated media relations, the participation of spokespersons from the Spanish wine sector, and the preparation of materials in English and Spanish, all with a strategic focus on sustainability, excellence, and harmony—values shared by both cultures.