On the morning of October 23, the 2025 China (Baoji) International Liquor Expo opened in Baoji.zhaojun Qiu, Managing Director of Intennel Business Group, was invited to attend the opening ceremony as a representative of the UK business community. The Expo, themed “Silk Road Fine Liquor, Savored Around the World,” marks the third international liquor-themed exhibition hosted by Baoji. The event runs from October 23 to 27.
During the opening ceremony, Liu Qiang—Member of the Standing Committee of the Shaanxi Provincial Party Committee and Head of the Provincial Baijiu Industry Chain—announced the opening of the Expo. Speeches were also delivered by Li Yuzhong, Vice President of the China National Light Industry Council; Song Shuyu, Chairman of the China Alcoholic Drinks Association; Yang Guangting, Vice Chairman of the Standing Committee of the Shanxi Provincial People’s Congress and Secretary of the Baoji Municipal Party Committee; Jia Ziqi, Director of the EU SME Centre; Victor Cárdenas, Executive Vice Chairman of the China-Mexico Chamber of Commerce; and other distinguished guests.
This year’s Expo adopts an innovative “main venue + street district” exhibition model, with simultaneous displays at the Baoji International Convention & Exhibition Center and Chencang Old Street·Sun Market. More than 240 domestic and international enterprises are participating, making it the largest edition to date. As the birthplace and core production area of Feng-aroma (phoenix-style) baijiu, Baoji carries a 3,000-year uninterrupted tradition of liquor-making craftsmanship. The Yisi Year Xifeng Liquor Sealing Ceremony held during the Expo reenacts ancient brewing processes, highlighting the industry’s respect for and preservation of classic techniques.
Intennel Business Group joined leading Chinese baijiu giants—including Moutai, Wuliangye, Jiannanchun, Luzhou Laojiao, Fenjiu, and Xijiu—alongside commercial representatives from the Embassy of Belarus in China, the China–Arab Cooperation and Development Association, as well as procurement delegations from more than 20 countries including Mexico, France, and Italy. Together, participants explored pathways for Chinese liquor culture and brands to expand globally.
Qiu emphasized that Intennel Business Group is committed to acting as a resource integrator, providing precise and internationalized services for Chinese baijiu enterprises, and helping the industry move from “regional brands” to “global brands.”