On February 11, 2025, the “Harmonious & Beautiful Wuliangye, Celebrating Chinese New Year Across Five Continents” Spring Festival Banquet was grandly held in Toronto. The event was hosted by Wuliangye Group and Sinocan Supply Inc., co-organized by the Chinese Liquor Culture Canada Association, and coordinated by the Canadian Multicultural Media Confederation. This grand gathering not only brought together distinguished guests from various sectors to celebrate the Lunar New Year but also leveraged baijiu culture as a bridge to further promote the international reach and development of Chinese baijiu.
As Wuliangye’s exclusive distributor in Canada, Sinocan Supply Inc. has been dedicated to promoting premium Chinese baijiu and continuously exploring innovative marketing strategies. This event showcased Wuliangye as the central theme through cultural presentations, baijiu tastings, and innovative cocktail demonstrations, allowing Canadian consumers and international guests to experience the deep cultural significance of Chinese New Year and baijiu traditions. The evening gathered guests from Canada’s political, business, and cultural communities, who welcomed the arrival of the Year of the Dragon while savoring the rich aroma of Wuliangye.
Wuliangye Cocktails: Leading Global Trends
The banquet featured an exclusive Wuliangye cocktail tasting session, where renowned mixologists crafted creative cocktails using Wuliangye’s specially formulated 40-degree baijiu, “Five Grains,” as the base spirit. These innovative drinks, blending Eastern and Western flavors, impressed the guests and showcased Wuliangye’s versatility in the cocktail industry. By introducing new ways to enjoy baijiu, the event redefined Western consumers’ perception of Chinese spirits and expanded Wuliangye’s global reach, reinforcing its position as the leading brand in Chinese baijiu.
Wuliangye as a Catalyst for Market Growth
During the banquet’s speeches, Sinocan Supply Inc.’s Toronto representative, Yijian Chen, and Manager Yvonne took the stage to address the guests. They highlighted the growing acceptance of baijiu in Canada and emphasized how Wuliangye, as a premier Chinese baijiu brand, is steadily gaining recognition among North American consumers due to its exceptional quality and rich cultural heritage.
Renowned Chinese national artist and distinguished painter Guo Zi (third from right) contributed to the event by creating a calligraphic artwork dedicated to Wuliangye, further enhancing the cultural ambiance of the evening.
More than just a festive celebration, the banquet served as an important platform for Sino-Canadian cultural exchange. Sinocan Supply Inc. remains committed to integrating Wuliangye’s “Harmonious & Beautiful” philosophy into the local market by collaborating with the hospitality industry and participating in international events. Looking ahead, the company will continue to expand Wuliangye’s presence in Canada, not only by promoting its traditional consumption methods but also by pioneering innovative cocktail applications, allowing more Canadian consumers to appreciate Wuliangye’s unique charm.
Sinocan Supply Inc. Toronto Representative Yijian Chen (right) and Canadian Multicultural Media Confederation Chief Advisor, Former Member of Parliament Geng Tan.
A Night of Tradition & Innovation, Welcoming the New Year Together
The “Harmonious & Beautiful Wuliangye, Celebrating Chinese New Year Across Five Continents” banquet was more than just a tasting event—it was a bridge for cultural exchange. Through Wuliangye cocktail tastings, cultural showcases, and guest interactions, Canadian attendees gained a deeper understanding of Chinese baijiu’s exquisite flavors and cultural heritage, laying a solid foundation for Wuliangye’s further expansion in overseas markets.
The success of this Spring Festival Banquet marks another milestone in Wuliangye and Sinocan Supply Inc.’s efforts to strengthen the brand’s presence in Canada. By incorporating innovative mixology, cultural fusion, and premium tastings, Wuliangye has not only solidified its traditional standing within the Chinese community but has also captivated a wider local audience.
Moving forward, Sinocan Supply Inc. will continue working alongside Wuliangye Group to further promote Chinese baijiu culture in North America, allowing more consumers worldwide to experience the elegance of Wuliangye’s “Harmonious & Beautiful” essence. Through the artistry of fine spirits, Wuliangye aspires to become a symbol of cultural connection between China and Canada, bringing the beauty of Chinese baijiu to the global stage.