Wuliangye is a Chinese baijiu alcoholic beverage with a strong closer to vodka (35% to 60%), although it is considered a transparent flavored liqueur. It is one of ten brands of the Wuliangye Yibin Company Limited, specializing in spirits production. This product occupies almost half of the country’s domestic market (45%), being the most popular among its competitors because its recipe came from the depths of centuries and was developed in the period 1368-1644. The factory itself appeared much later – in 1998. The state founded it. Its headquarters are located in the city of Yibin, Sichuan province.
Meaning and History
What is Wuliangye?
Wuliangye is a brand of Chinese vodka called baijiu at home. Its strength is 35-60%, and the recipe dates back to the Ming dynasty. The Wuliangye Yibin Company has been producing liquor since 1998. Now it is the most common alcohol in the country.
Alcohol Wuliangye has deep roots, and according to Chinese historians, it appeared during the reign of Great Ming, who ruled from 1368 to 1644. It was then that the hot beverage baijiu was invented, a cross between vodka (in terms of alcohol content) and liqueur (in terms of flavor saturation). The current name also came to it a long time ago – in 1905.
In 1959, the formula of the traditional Chinese liquor was standardized and finally fixed in technological production. Since then, it has not changed and is produced by Wuliangye Yibin in this formulation. In particular, it is called “Five Grains Liquid,” which includes five kinds of organic grains: wheat, long-grain rice, sticky rice, corn, and millet. The annual sales volume of this brand of baijiu reaches an average of 520 million nine-liter cases, which exceeds the amount of vodka sold in the world during the same period.
In 2011 the marketing strategy of the Chinese spirits distillery went beyond a single state and began to expand into the Americas. That’s when Wuliangye’s advertising appeared in the heart of the U.S. – in the New York Times Square. The following year, the Chinese named a new airport built in the city of Yibin, where the vodka is produced, after the vodka. In 2017, Wuliangye was officially recognized as one of the fastest-growing brands globally and was listed among the top 500 brands on the planet.
The visual identity mark of this brand is characterized by stability and has looked the same for many years. It does not change at all, staying true to tradition and the concept laid down in it. The original logo is a composition of the name of the liquor in Chinese and English and around icons.
The central place in the logo is given to a stylized tower, made up of five lines of equal length – four curved, diverging aside, and one straight, arranged vertically. A red ring of similar width surrounds them. A circle with a white filler and the English symbol “W” is also colored red in the middle. This is the first letter of the name of the alcoholic beverage.
Under the round icon is a text part lined up in two lines. The word in the upper row represents the name of the Chinese vodka in the country language where it is produced. The inscription on the bottom line reflects its name in the language of the state to which it is delivered, that is, in English. In the first case, it is in hieroglyphics, in the second – antiqua.
Font and Colors of the Emblem
The Chinese name of the brand has been present in the Wuliangye logo since 1957. It is made in an elegant handwritten national script and conveys the sophistication, poise, and chic of the clear liquid extracted from Five Grains Liquid. The English text is typed in the classic typeface with fine lines and serifs. The letter “W” in the center of the circular ring is printed in bold grotesque.
The trademark palette of this brand is a combination of red and white. The first one is used for all the logo elements; the second one acts as a background. Together they convey the passion and warmth of the best Chinese baijiu.