CG Liquor at the Inaugural Melbourne Asian Food & Culture Festival

A Prestigious Cultural Gathering in Box Hill

On March 29th, 2026, CG Liquor proudly participated in the inaugural Melbourne Asian Food & Culture Festival held at the historic Box Hill Town Hall. The opening ceremony featured distinguished guests, including Mr. Fang Xinwen, Consul General of the People's Republic of China in Melbourne, and various Victorian government representatives. By showcasing renowned brands like Jing Jiu and Shede Spirits, CG Liquor utilized this prestigious platform to foster cultural exchange and introduce the rich heritage of Chinese liquor to the vibrant Melbourne community.

Creating an Immersive "Food + Wine" Experience

The festival created a multi-dimensional cultural loop, blending traditional ethnic dances and intangible cultural heritage crafts with a bustling Asian food market. CG Liquor strategically embedded a "Spirits Experience Module" within this festive flow. As visitors sampled regional delicacies like Dezhou Braised Chicken and Qingdao specialties, they were invited to our open booth for live tastings. This seamless integration allowed consumers to transition naturally from a sensory tasting experience to a deeper cultural understanding of Chinese spirits.

Dual-Brand Strategy: Tailoring to Local Palates

To better align with local consumption habits, CG Liquor presented a dual-brand strategy during the festival. Jing Jiu was highlighted for its herbal health attributes and "light drinking" appeal, perfect for the casual daytime market setting. Meanwhile, Shede Spirits focused on the premium "Aged Liquor" value, catering to deeper tasting sessions and connoisseur engagement. By offering creative mixology options and food-pairing suggestions, we successfully transformed Baijiu from a traditional beverage into a versatile cultural carrier that fits into the diverse Australian lifestyle.

From Brand Participation to Community Integration

The core value of this festival lies in its power to build cross-cultural trust and community connection. CG Liquor acts not just as a participant, but as a cultural bridge, using the social nature of spirits to enhance emotional links within the community. Following our success at the Sydney Lao Jiu Festival, our presence in Melbourne reinforces a clear path: the internationalization of Chinese liquor is about redefining consumption scenarios. We remain committed to helping Chinese brands evolve from being "seen" to being "loved" by the local Australian public.