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Baijiu brand becomes Michelin Guide global sponsor
The Michelin Guide has signed a two-year global partnership deal with Chinese baijiu brand Wuliangye.
Wuliangye has become the global partner of the Michelin Guide for 2025 and 2026. The new deal follows a two-year collaboration with the Michelin Guide in China, with the two companies now bringing their partnership to the rest of the world.
As part of this partnership, Wuliangye will support the the Guide in organising multiple ceremonies. The baijiu brand, estimated to be worth the equivalent of £8.9 billion in 2023, according to Statista, will work with the Michelin Guide to organise professional masterclasses and influencers dinners involving a number of sommeliers and chefs running Michelin-starred restaurants.
Guo Xulei, a member of Wuliangye Group Company’s supervisory board, said the two companies “share similar values and aspirations”.
He continued: “Both brands are highly aligned in their dedication to craftsmanship, commitment to quality, and pursuit of the ultimate sensory experience. In their past collaboration in China, we have jointly explored new expressions of ‘gourmet cuisine + fine spirits’, successfully creating a new model of ‘gastronomic feasts’, providing global consumers with an exceptional quality experience. Looking ahead, Wuliangye and the Michelin Guide will continue to explore more possibilities for the integration and mutual appreciation of Eastern and Western culinary and Baijiu cultures, allowing global consumers to experience more harmonious and beautiful stories of flavours.”
Gwendal Poullennec, international director for the Michelin Guide, said of the partnership: “For over 100 years, the Michelin Guide has been shining a light on international food cultures and outstanding culinary experiences, while Wuliangye has mastered the production of luxury baijiu using millennia-old techniques and craftsmanship. Today, I am absolutely thrilled that our two brands, both icons of fine dining and premium spirits, are teaming up to celebrate excellence across the world. By partnering with Wuliangye, we at the Michelin Guide are especially proud to promote to seasoned gourmets and most talented chefs the timeless baijiu culture, as well as the many authentic traditions and know-hows it embodies.”
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