7月31日至8月2日，合肥新粮仓。

连续三个夜晚，这里被一种奇妙的混合气息占据——小龙虾的麻辣鲜香、酱香特调的醇厚回甘、乐队音符的跳跃律动，以及机器人与AI舞蹈带来的未来感。

“茅台王子酒・乐味同行・开心一‘虾’”合肥美食音乐节，用三天三夜的差异化叙事，完成了一场白酒品牌与一座城市的深度对话。

科创霸都、徽风皖韵、潮闪庐州：一个IP，三种城市语言

合肥站最大的看点，在于它没有搞“一套方案走天下”的标准化复制。

首日“科创霸都”之夜，智能U2机器人领衔巡游小队穿梭人群，原创AI舞蹈与酱香科普交替上演，六大游戏互动区全面开放。

当白酒品牌用机器人做地推、用AI舞蹈做暖场，这种“违和感”恰恰构成了最有效的破壁——它传递的信号是：酱香白酒不只是父辈宴席上的“硬通货”，也可以成为年轻人社交场景里的新鲜选择。

次日“徽风皖韵”之夜回归本土温度。

DJ暖场、调酒秀、全员举杯互动轮番上演。最动人的一幕发生在千人见证下——一位市民向挚爱告白求婚，并当场官宣婚礼宴席将全程选用茅台王子酒。从品牌活动到人生高光时刻的见证者，这种情感锚点的深度，远比任何广告投放更具穿透力。

收官“潮闪庐州”之夜深耕本土潮流。

品牌定制AI先导片溯源安徽16城“一城一味”，原创说唱MV《王子耀登场》用皖地腔调讲述酱香故事。“炸罍”“百密一书”“庐州蓝汐”“夏夜虾浪”四款限定特调，将酱香风味与庐州烟火深度绑定。

跳出单一主场：三城联动的皖地叙事与年轻化密码

合肥站打破了单场地局限，采用合肥主场+蚌埠、阜阳两大分会场三地联动模式。

蚌埠分会场立足“龙虾美食之城”本土特色，聚焦市井烟火氛围；阜阳分会场依托双清湾水街・颍州大戏台这一城市文旅地标，融合皖北人文与潮流夜经济。

这种“一主两副”的布局，不是简单的物理复制，而是基于皖地不同城市文化基因的精准定制——蚌埠吃龙虾、阜阳听大戏、合肥玩科技，三城各取所长，完成了一次全省范围的品牌叙事覆盖。

“调饮+小龙虾+音乐”的组合，在酒业时报看来，每一个元素都经过精心校准。

调饮是降低白酒品鉴门槛的钥匙，让不习惯高度酒的年轻人以自己舒适的方式接触酱香；小龙虾是夏夜社交的顶流食物，自带聚会属性与话题热度；音乐则是年轻场景的通用语言。

三者叠加，指向同一个目标：让白酒走出正襟危坐的宴席，走进轻松自在的夜市，在年轻人的主场完成品牌对话。

战略坐标系中的合肥站：从“卖货”到“做市场”

要理解这场活动的分量，需要放在茅台酱香酒2026年战略转型的坐标系中审视。

7月9日，贵州茅台酱香酒营销公司2026年半年营销工作会在茅台会议中心召开。

会议明确提出：2026年是酱香酒公司深入推进市场化转型的开局之年，要实现从“把货卖出去”到“把市场做起来”的根本性转变。会议特别强调，要把“触达消费者、促进开瓶”作为衡量市场活动成效的重要标准。

从贵阳青云市集的首站启航到合肥站的深度落地，茅台王子酒正在用一场全国12城的巡回，完成一次酱香品类面向未来的用户资产投资。今天在夜市里举起调饮杯的年轻人，正是明天酱酒消费的中坚。

行业变局中的一场平等对话

当前白酒行业正经历深刻的消费场景迁移。多家酒类调研机构观察到，家庭自饮、小聚微醺、休闲独酌等轻量化消费场景占比持续走高，已经持续挤压传统宴请市场的份额。另据媒体报道，商务宴请在白酒消费当中的比重逐年回落，独酌减压、家庭团圆、朋友小聚这类情绪驱动型消费正在快速崛起。

这种场景迁移的背后，是白酒消费底层逻辑从“社交工具”向“情绪载体”的转变。当年轻人将白酒消费从“被动应酬”转化为“主动悦己”，传统白酒品牌面临的核心命题是：如何用年轻人熟悉的方式，讲述属于白酒的故事？

茅台王子酒的答案很直接——不另起炉灶做一个“子品牌”去讨好年轻人，而是用主品牌直接走进年轻人的真实生活场景。从机器人巡游到AI舞蹈，从方言说唱到城市特调，每一个触点都在传递同一个信号：酱香白酒可以很传统，也可以很新潮。

当烟火气与酱香在更多城市依次相遇，这场夏日巡礼的价值将远远超出活动本身。

From July 31 to August 2, at Hefei New Grain Depot. For three consecutive nights, the venue was filled with a remarkable blend of sensory experiences – the spicy and savoury aroma of crayfish, the mellow sweetness of sauce-aroma signature cocktails, the rhythmic energy of live bands, and the futuristic presence of robots and AI-powered dance performances. “Moutai Prince Liquor · Joyful Together · Happy Crayfish” Hefei Food and Music Festival delivered a differentiated three-night narrative, facilitating a deep dialogue between a baijiu brand and a city.

Tech Capital, Anhui’s Cultural Heritage, and Hefei’s Trendy Vibe: One IP, Three Urban Languages

The most striking aspect of the Hefei stop was that it avoided the standardised “one-size-fits-all” approach. On the opening “Tech Capital” night, intelligent U2 robots led a roaming parade through the crowds, with original AI dance performances alternating with sauce-aroma educational sessions, while six interactive game zones were fully open. When a baijiu brand uses robots for on-the-ground promotion and AI dance for warm-up entertainment, this sense of “disruption” actually becomes the most effective means of breaking down barriers – it sends a clear signal: sauce-aroma baijiu is not just a “must-have” at elders’ banquets, but can also be a fresh choice in young people’s social scenarios.

The following “Anhui Cultural Heritage” night returned to local warmth, featuring DJ warm-ups, cocktail shows, and group toasting interactions. The most moving moment came when, before a crowd of onlookers, a local resident proposed to his beloved and announced that their wedding banquet would feature Moutai Prince Liquor exclusively. From a brand event to a witness of life’s milestone moments, this depth of emotional anchoring is far more penetrating than any advertising campaign.

The closing “Hefei Trendy Vibe” night delved deep into local youth culture. A brand-customised AI teaser traced the “one city, one flavour” of Anhui’s 16 cities, while an original rap music video “Prince Shines Bright” told the sauce-aroma story in a local Anhui accent. Four limited-edition signature cocktails – “Zha Lei,” “Bai Mi Yi Shu,” “Hefei Blue Breeze,” and “Summer Night Crayfish Wave” – deeply bonded the sauce-aroma flavour with Hefei’s local character.

Beyond a Single Venue: A Three-City Narrative and the Code of Youth Engagement

The Hefei stop broke the limitations of a single venue, adopting a three-city model with Hefei as the main venue and Bengbu and Fuyang as two sub-venues. The Bengbu sub-venue, rooted in its identity as a “crayfish capital,” focused on the lively atmosphere of local street food culture. The Fuyang sub-venue, leveraging the urban cultural landmark of Shuangqing Bay Water Street · Yingzhou Grand Theatre, integrated northern Anhui cultural heritage with the trendy night-time economy. This “one main, two auxiliary” layout was not a simple physical replication, but a precise customisation based on the different cultural DNA of Anhui’s cities – crayfish in Bengbu, traditional opera in Fuyang, technology in Hefei – each city playing to its strengths, completing a province-wide brand narrative coverage.

In the view of JiuYe Times, the combination of “cocktails + crayfish + music” was carefully calibrated in every element. Cocktails serve as a gateway to lower the barrier for baijiu tasting, allowing young people unaccustomed to high-alcohol spirits to engage with sauce-aroma in a way that suits them. Crayfish are the ultimate summer night social food, naturally bringing people together and generating conversation. Music is the universal language of youth scenes. Together, these three elements converge on a single goal: bringing baijiu out of formal banquets and into relaxed night markets, where the brand can engage with young consumers on their home turf.

Hefei Stop in the Strategic Framework: From “Moving Goods” to “Building Markets”

To understand the significance of this event, it must be viewed within the context of Moutai Sauce-Aroma Liquor’s 2026 strategic transformation. On July 9, the Moutai Sauce-Aroma Liquor Marketing Company’s 2026 Half-Year Marketing Work Conference was held at the Moutai Conference Centre. The meeting clearly stated: 2026 is the inaugural year for the company’s deep push into market-oriented transformation, and it must achieve a fundamental shift from “selling goods” to “building markets.” The meeting specifically emphasised the need to make “reaching consumers and promoting bottle-opening” a key metric for evaluating market activity effectiveness.

From the inaugural stop at Guiyang Qingyun Market to the deep implementation of the Hefei stop, Moutai Prince Liquor is using a 12-city national tour to make a future-oriented investment in user assets for the sauce-aroma category. The young people raising cocktail glasses at night markets today are the core consumers of sauce-aroma baijiu tomorrow.

An Equal Dialogue Amid Industry Transformation

The baijiu industry is currently undergoing a profound shift in consumption scenarios. Multiple liquor research institutions have observed that lightweight consumption scenarios – home drinking, small social gatherings, and solo leisure – continue to grow in share, steadily squeezing the traditional banquet market. According to media reports, the proportion of baijiu consumption at business banquets has been declining year by year, while emotionally driven consumption such as solo drinking for relaxation, family gatherings, and small friend get-togethers is rising rapidly.

Behind this scenario shift lies a fundamental change in the underlying logic of baijiu consumption – from “social tool” to “emotional vessel.” When young people transform baijiu consumption from “passive socialising” to “active self-enjoyment,” the core challenge for traditional baijiu brands is: how to tell the story of baijiu in a way that feels familiar to young people?

Moutai Prince Liquor’s answer is straightforward – not to create a separate “sub-brand” to appeal to young people, but to use the main brand to step directly into their real-life scenarios. From robot parades to AI dance, from dialect rap to city-specific cocktails, every touchpoint sends the same signal: sauce-aroma baijiu can be both deeply traditional and refreshingly contemporary.

As local vibrancy and sauce-aroma flavours meet in more cities, the value of this summer tour will extend far beyond the events themselves.