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On the evening of October 31 local time, the Overseas Event Launch Ceremony & Gala Dinner of the GUOJIAO 1573 Australian Open Challenge were grandly held in Melbourne. Distinguished guests attending the event included Consul General Fang Xinwen and Consul Wang Yani from the Chinese Consulate General in Melbourne; Zhang Yechu, Deputy Director of the Foreign Affairs Office of Sichuan Province; Leigh Howard, Victoria's Commissioner to Greater China; Melbourne City Councillors Gladys Liu, Philip Le Liu, and Rafael Camillo; Shaun Moody, Head of Partnerships at Tennis Australia; and Zhao Bingkun, Deputy General Manager of Luzhou Laojiao Co., Ltd.
▲ (From left to right) Zhang Yechu, Deputy Director of the Foreign Affairs Office of Sichuan Province; Fang Xinwen, Consul General of the Chinese Consulate General in Melbourne; Zhao Bingkun, Deputy General Manager of Luzhou Laojiao Co., Ltd.; Wang Yani, Consul of the Chinese Consulate General in Melbourne
At the launch ceremony, Consul General Fang Xinwen delivered a speech, stating that the crossover collaboration between GUOJIAO 1573 and the Australian Open (AO) represents an innovative partnership between a Chinese national brand and a world-class sporting event. Through this strategic cooperation, a premium, high-end lifestyle is introduced to tennis enthusiasts worldwide, fostering greater awareness of China's traditional baijiu culture. This has also significantly elevated the AO's visibility in China and contributed to the development of friendly China-Australia relations.
▲ Fang Xinwen, Consul General of the Chinese Consulate General in Melbourne, delivers an address
Zhao Bingkun, Deputy General Manager of Luzhou Laojiao Co., Ltd., expressed that as an outstanding representative of Chinese baijiu national brands, Luzhou Laojiao has long combined the ambition of sailing overseas with the tenacious spirit of the sports arena. Since its strategic partnership with AO in 2018, GUOJIAO 1573 has consistently shared the captivating story of Chinese culture with the world. The tennis court is not just an arena for competition but also a bridge for cultural exchange. The launch of this Overseas Event of the GUOJIAO 1573 Australian Open Challenge marks a splendid new chapter in this grand fusion of sports and culture. For the first event on November 22, 64 tennis enthusiasts from across Australia will gather in Melbourne, commemorating glory through spirited competition and etching friendship through the rich aroma of baijiu.
▲ Zhao Bingkun, Deputy General Manager of Luzhou Laojiao Co., Ltd., delivers an address
Shaun Moody, Head of Partnerships at Tennis Australia, fully affirmed and sincerely thanked Luzhou Laojiao for its role as a bridge in integrating AO with the Chinese culture and expanding into the Chinese market. He firmly believes that the official launch of this Overseas Event will provide more tennis lovers the opportunity to experience a fashionable, healthy, and elegant lifestyle, sharing their passion for tennis.
▲ Shaun Moody, Head of Partnerships at Tennis Australia, delivers an address
Leigh Howard, Victoria's Commissioner to Greater China, noted in his address that Victoria and China share a long-standing and profound relationship, with Victoria and Sichuan in a sister state-province partnership, cooperating closely in trade, investment, and education. A shared passion for sports has further deepened this partnership. The Overseas Event Launch Ceremony of the GUOJIAO 1573 Australian Open Challenge in Melbourne marks the event's first expansion beyond China, serving as a bridge to foster more cultural exchanges between the two regions.
▲ Leigh Howard, Victoria's Commissioner to Greater China, delivers an address
Gladys Liu, Councilor of Melbourne, stated in her address that Melbourne is renowned as the "Sports Capital of Australia", and the sponsorship of the Australian Open by Luzhou Laojiao represents one of the most influential collaborations between Australia and China in the field of sports. This partnership not only highlights the status of the Australian Open as a premier global sports event but also strengthens the cultural and economic ties between Melbourne and China.
▲Gladys Liu, Councilor of Melbourne, delivers an address
▲ (From left to right) Rafael Camillo, Councilor of Melbourne, Zhang Yechu, Deputy Director of the Foreign Affairs Office of Sichuan Province, Fang Xinwen, Chinese Consul General in Melbourne, Zhao Bingkun, Deputy General Manager of Luzhou Laojiao Co., Ltd., Shaun Moody, Head of Partnerships at Tennis Australia, Leigh Howard, Victoria's Commissioner to Greater China, and Liu Ping, Chairman of GUOJIAO 1573 Australia Sales Company, jointly inaugurate the Overseas Event of the GUOJIAO 1573 Australian Open Challenge
At the gala dinner, the curated tasting zone blended Sichuan-inspired flavors with tennis elements, featuring GUOJIAO 1573's signature chilled serving style. The rich aroma of the liquor paired perfectly with Australian Open excitement, creating a dynamic fusion of premium spirits and sports, and delivering a multisensory experience that delighted both palates and eyes.
The Australian Open, as the Grand Slam tournament with the widest global media reach, has always championed openness, diversity, and inclusion, empowering every tennis enthusiast to engage, connect, and grow. In recent years, breakthroughs by Chinese players at the AO have fueled remarkable growth in its fan base and cultural influence across China.
As the Australian Open's top-tier Chinese partner and exclusive baijiu brand, GUOJIAO 1573 has journeyed alongside the tournament for seven years, harmonizing the cultural elegance of Chinese baijiu with the dynamism of tennis. Through continuous exploration of diverse promotional initiatives and the "Happy Slam" philosophy, the collaboration has delivered innovative cultural experiences to baijiu enthusiasts and tennis fans worldwide.
"Friendship forged through tennis, emotions expressed through liquor", this philosophy epitomizes "discovering the taste of China". 110 years ago, Chinese baijiu, represented by Luzhou Laojiao, set sail to the global stage, winning a gold medal at the Panama Pacific International Exposition and pioneering the overseas journey of Chinese strong-aroma baijiu. Today, GUOJIAO 1573 masterfully blends tennis culture with the art of strong-aroma baijiu, and will continue to showcase its distinctive charm on the world stage. As the 2026 Australian Open approaches, GUOJIAO 1573 looks forward to joining global fans in celebrating this spectacular fusion of passion and dynamism.