At the 2019 Australian Open (AO) in Melbourne, China's high-end liquor maker Luzhou Laojiao has seen its brand "National Cellar 1573" appearing in many scenes of the tennis tournament.
As a global partner and co-sponsor of the AO, Luzhou Laojiao celebrated the upcoming Chinese Lunar New Year at the Rod Laver Arena of Melbourne Park where the AO takes place, with tennis fans around the world.
On the spot, Luzhou Laojiao released the "National Cellar 1573" AO champion and commemorative editions jointly with the AO on January 18, paying tribute to all AO tennis p s and tennis fans.
The cooperation between Luzhou Laojiao and the AO will provide a broader development opportunity for the company, said Wang Hongbo, executive deputy general manager with Luzhou Laojiao Co., Ltd.
He said that the cooperation is also an important step for the company's internationalization strategy, which will help enhance its international reputation. It has truly realized the in-depth cooperation between Chinese brands and international top events, and further established its brand internationalization strategy.
At present, the Belt and Road Initiative has created an unprecedented opportunity for Chinese enterprises and Chinese national brands to go global. The liquor industry, which is a typical symbol of Chinese traditional culture, has also launched the internationalization strategy to promote brands overseas.
Luzhou Laojiao has completed its distribution in more than 50 countries and regions around the world, and has become one of the most popular Chinese liquor brands at the overseas market. In September 2018, the company established its North American office in the United States, in a bid to accelerate the process of internationalization.
瀘州老窖舉杯澳網
1月24日（中國農歷除夕）上午，墨爾本公園響起了喜慶的鑼鼓聲，四只獅子和一條中國龍帶來了中國的氣息。當天，2020澳大利亞網球公開賽（AO）迎來了“國窖1573比賽日”。
作為澳網的全球合作伙伴和聯合贊助商，瀘州老窖在澳網舉辦地墨爾本公園的羅德•拉沃競技場，與世界各地的網球迷一起慶祝農歷新年。
1月18日，瀘州老窖與澳網聯合發布了瀘州老窖•國窖1573酒澳網冠軍版及紀念版白酒，向所有澳網球員和網球迷致敬。
瀘州老窖股份有限公司常務副總經理王洪波表示，瀘州老窖與澳網的合作將為公司提供更廣闊的發展機遇。
他說，合作也是公司國際化戰略的重要一步，這有助于提高國際聲譽，真正實現了中國品牌與國際頂級賽事的深入合作，進一步確立了品牌國際化戰略。未來，瀘州老窖還將在澳網賽場以更多的創新方式演繹中國白酒文化，展示中國生活方式，讓世界品味中國。
當前，“一帶一路”倡議為中國企業和中國民族品牌走向國際創造了前所未有的機會。白酒業作為中國傳統文化的典型象征，同樣啟動了國際化戰略以在海外推廣品牌。
瀘州老窖已在全球50多個國家和地區實現了分銷，并已成為海外市場上最受歡迎的中國白酒品牌之一。為了加速國際化進程，該公司于2018年9月在美國設立了北美辦事處。
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