WuLiangYe

Starting point

Wuliangye, the world's most renowned Chinese baijiu liquor company, held its first institutional action in Spain within the framework of the EFQM Sustainable Performance Conference & Global Award Gala 2025 in Tarragona. The communication challenge lay in connecting two distinct worldviews while ensuring cultural coherence, informational precision, and institutional sensitivity.

Strategy

Maco&Co designed a communication strategy aimed at building bridges between Eastern tradition and European excellence. We coordinated media relations, the participation of spokespersons from the Spanish wine sector, and the preparation of bilingual materials in English and Spanish, with a strategic focus centered on sustainability, excellence, and harmony.