Owing to Médiane’s vast experience in the Chinese market and its long track record with major spirits brands, Luzhou Laojiao entrusted the agency with the development this renowned Chinese Baiju.
For the brand’s most prestigious product launch named La Chine Que J’aime, presented in a red porcelain bottle, Médiane created, orchestrated and managed the launch at the Louvre (Napoleon Hall in the Pyramid) in October 2013.
The launch included several artistic events, a Master Class for journalists specialized in the wine and spirits sector and the crowning moment: a French design interpretation of a very upscale Baiju. The crystal bottle, unveiled at the event, will be produced in 2014.
Several hundred guests attended the launch—a sure sign that Baiju, of which 11 billion bottles is consumed annually, is ready to make its international début.