奔富牵手汾酒，一盘“红蓝对撞”的棋局

I8月的杭州，酒业接连上演了两场大戏。

先是8月11日，奔富2026珍藏系列新年份葡萄酒在此发布，由葛兰许领衔的20余款佳酿跨越澳大利亚、美国、法国和中国四大产区集中亮相。三天之后，同一座城市，青花汾酒20与奔富Bin 389双支礼盒正式首发。

时间上的紧密衔接，并非巧合。奔富全球董事总经理唐沐今（Tom King）、汾酒集团总经理武跃飞、中国酒类流通协会会长秦书尧同台见证，这场发布会的分量不言自明。

在酒业时报看来，这不仅仅是一次简单的“名酒联名”，而是一场关于高端礼赠市场话语权的重新分配——葡萄酒与白酒的边界正在被一家供应链公司用一款礼盒打破。

为什么是Bin 389和青花20？

选品本身就是信号。

奔富Bin 389，江湖人称“小葛兰许”，是奔富产品矩阵中兼具品质认知与流通性的核心单品。2026财年，奔富中国市场动销同比增长34.7%，Bin 389和Bin 407两大单品保持强劲增长。青花汾酒・20则是汾酒在中高端价格带的战略大单品，市场批价大多维持在380400元区间。

两款产品单瓶合计价格约在千元级别——恰好卡在中国高端礼赠市场最具支付意愿的价格锚点。这不是随意拼凑，而是精确计算后的组合拳。

不同于传统酒水联名常见的“酒体混搭”思路——比如威士忌过葡萄酒桶、白酒与果酒调饮——本次合作完整保留了两款产品各自的酿造工艺与风味特质。清香纯正的中国白酒与醇厚饱满的澳洲赤霞珠设拉子葡萄酒同匣呈现，实现的是“双品共存、双韵交融”。

这背后的逻辑很简单：不试图改变产品的本质，而是改变产品相遇的方式。

红蓝对撞，不止是视觉

礼盒设计以青花汾酒的“青花蓝”与奔富的“奔富红”为主视觉，正面红蓝交织，背面以青花蓝承接，搭配金色双品牌铭牌。

红与蓝，在色谱上是对比色。在中国文化语境中，红代表热烈、吉祥，蓝象征沉稳、雅致。一热一冷，一西一中，视觉上的张力恰恰映射了产品组合的内在逻辑。

但真正值得关注的，不是颜色本身，而是承载颜色的主体。

汾酒是中国清香型白酒的标杆，拥有数千年的酿造历史与文化积淀；奔富是澳洲葡萄酒的全球符号，旗下葛兰许位列世界顶级收藏级葡萄酒之列。两个品牌各自代表了一种“品质叙事”的巅峰——一个讲的是“时间沉淀的传统”，一个讲的是“风土表达的极致”。

当两种叙事被装入同一个礼盒，消费者得到的不是两瓶酒，而是一个关于“品位”的完整故事。

在酒业时报看来，这正是高端礼赠市场的核心逻辑：礼物的价值不只在于价格，更在于它讲述了一个怎样的故事。

三方齿轮，谁在转动谁？

这场合作的操盘手，是上海酒悦优品。

这家成立于2021年的酒类供应链公司，曾创下百天落地200家门店的拓展速度。截至目前，酒悦优品已与400余个国内外一线名酒品牌开展战略合作。从2023年与上海杏花村汾酒销售公司签约，到2026年推动奔富与汾酒的联名礼盒落地，酒悦优品的角色正在从“名酒搬运工”向“场景策展人”进化。

汾酒集团总经理武跃飞在发布会上表示，此次合作“既是汾酒以开放姿态拥抱变化的主动作为，也是酒业协同共进、融合创新的有益探索”。奔富全球董事总经理唐沐今则从品牌内核角度解读：汾酒与奔富“同源共生，皆拥有深厚文化底蕴、极致品质追求与长期品牌初心”。

三方各取所需：汾酒需要拓展消费场景与国际化的新触点，奔富需要深耕中国本土市场的高端化路径，酒悦优品则需要一个标杆性的产品来定义自己的商业模式。

“名酒+名酒+头部流通”的黄金三角，正在改写酒业合作的游戏规则。

千元礼赠市场，一张新牌桌

中国高端礼赠市场正在经历深刻变化。

传统上，这一市场由高端白酒单一主导。但近年来，消费升级与代际更替带来了两个显著趋势：一是礼赠对象对品类多元化的接受度大幅提升；二是礼赠场景从“面子消费”向“品味表达”迁移。

酒悦优品此次推出的双支礼盒，精准卡位了这一结构性变化。

从场景适配来看，商务宴请、节日送礼、亲友欢聚等多元场景均可覆盖。从消费心理来看，双品牌背书带来的产品附加值，打破了单一酒水礼品的局限性。从价格带来看，千元级别的礼盒定价，恰好填补了高端白酒与进口葡萄酒单品之间的空白地带。

这不是在抢谁的市场份额，而是在创造一个此前不存在的品类。

奔富2026财年财报中有一句话值得玩味：“随着消费者的需求越发理性和多元，我们相信奢华葡萄酒将在礼赠、餐饮及社交场景中发挥更加重要的作用。”

一场关于“场景定义权”的暗战

如果只把这次合作看作一次成功的营销事件，那显然低估了它的行业意义。

当前中国酒业正处于深度调整期。从上市酒企数据来看，传统大单品增长见顶、渠道库存高企、终端价格倒挂频发。行业共识是：单纯靠品牌势能驱动的增长模式已经见顶，下一个增长极在于“场景再造”。

中国酒类流通协会会长秦书尧曾指出，“本轮白酒行业调整的本质，是以消费者为核心的系统性再造”。在他看来，2026年是酒业向C端（消费者）的破局之年。

“向C端不等于绕过B端，而是厂商联合向C端。”

酒悦优品这次的做法，恰好为这句话提供了一个生动的注脚——不是品牌与品牌的直接联名，而是流通企业作为“场景策展人”，将两个品牌的势能重组为一个全新的消费提案。

在酒业时报看来，这释放了一个清晰的信号：未来酒业的竞争，将从“谁的产品更好”转向“谁能定义更有价值的消费场景”。谁掌握了场景定义权，谁就掌握了下一个周期的增长密码。

奔富的红与汾酒的蓝，在杭州的8月完成了一次对撞。对撞的结果，不是谁覆盖了谁，而是一种全新的颜色诞生了。

In August, Hangzhou played host to two major events in the liquor industry. First, on August 11, Penfolds released its 2026 Vintage Collection in the city, featuring over 20 wines spanning four regions – Australia, the United States, France, and China – with Grange leading the lineup. Three days later, in the same city, the dual-bottle gift box of Qinghua Fenjiu 20 and Penfolds Bin 389 made its official debut.

The tight scheduling was no coincidence. The presence of Tom King, Penfolds’ Global Managing Director, Wu Yuefei, General Manager of Fenjiu Group, and Qin Shuyao, President of the China Liquor Circulation Association, underscored the significance of this launch.

In the view of JiuYe Times, this is not merely a “co-branded premium liquor” gimmick – it is a redistribution of influence over the high-end gifting market. A supply chain company is using a single gift box to break down the boundary between wine and baijiu.

Why Bin 389 and Qinghua 20? The Product Choice Itself Is a Signal.

Penfolds Bin 389, often dubbed “Baby Grange,” is a core SKU in Penfolds’ portfolio, recognised for both quality and liquidity. In fiscal 2026, Penfolds’ sell-through in China grew 34.7% year-on-year, driven by the strong performance of Bin 389 and Bin 407. Qinghua Fenjiu 20, meanwhile, is Fenjiu’s strategic flagship in the mid-to-high-end segment, with wholesale prices generally holding in the RMB 380–400 range. Together, the two bottles total around RMB 1,000 – precisely the price anchor at which China’s high-end gifting market shows the strongest willingness to pay. This is not a random pairing, but a carefully calculated combination.

Unlike conventional liquor crossovers – such as whisky finished in wine casks or baijiu blended with fruit liqueurs – this collaboration preserves the distinct craftsmanship and flavour profiles of both products. The crisp, clean aroma of Chinese baijiu sits alongside the rich, full-bodied Australian Cabernet Shiraz in the same box, achieving “dual coexistence and dual harmony.” The logic is simple: not to change the essence of the products, but to change the way they meet.

Red and Blue in Contrast: More Than a Visual Statement

The gift box design features the “Qinghua blue” of Fenjiu and the “Penfolds red” as its primary visual motif, with the front panel showing interwoven red and blue, and the back panel carrying the blue, accented by gold-branded plaques for both labels. Red and blue are contrasting colours on the spectrum. In the Chinese cultural context, red symbolises warmth and good fortune, while blue represents calmness and elegance. One warm, one cool; one Western, one Chinese – the visual tension mirrors the internal logic of the product pairing.

But what truly matters is not the colours themselves, but the entities they represent. Fenjiu is the benchmark of China’s light-aroma baijiu, with a brewing history spanning thousands of years. Penfolds is a global symbol of Australian wine, with Grange ranking among the world’s top collectible wines. Each brand represents a pinnacle of “quality storytelling” – one telling the story of “time-honoured tradition,” the other “the ultimate expression of terroir.” When these two narratives are placed in the same gift box, consumers receive not two bottles, but a complete story about “taste.” In the view of JiuYe Times, this is precisely the core logic of the high-end gifting market: the value of a gift lies not only in its price, but in the story it tells.

Three Gears in Motion: Who Is Driving Whom?

The orchestrator of this collaboration is Shanghai Jiuyue Youpin. Founded in 2021, this liquor supply chain company once achieved the expansion of 200 stores in 100 days. To date, Jiuyue Youpin has established strategic partnerships with over 400 leading domestic and international liquor brands. From signing with Shanghai Xinghuacun Fenjiu Sales Company in 2023 to facilitating the Fenjiu-Penfolds collaboration in 2026, Jiuyue Youpin’s role is evolving from “liquor logistics provider” to “scenario curator.”

Wu Yuefei, General Manager of Fenjiu Group, stated at the launch that this collaboration “is both a proactive move by Fenjiu to embrace change with an open stance, and a valuable exploration of collaborative innovation and industry synergy.” Tom King, Penfolds’ Global Managing Director, interpreted it from a brand perspective: Fenjiu and Penfolds “share common origins, both possessing deep cultural heritage, a relentless pursuit of quality, and a long-term brand commitment.”

Each party brings its own motivation: Fenjiu needs new consumption scenarios and international touchpoints; Penfolds needs a high-end pathway to deepen its foothold in the Chinese market; and Jiuyue Youpin needs a benchmark product to define its business model. The “golden triangle” of premium baijiu + premium wine + leading distributor is rewriting the rules of the game.

The RMB 1,000 Gifting Market: A New Table

China’s high-end gifting market is undergoing profound change. Traditionally dominated by premium baijiu, the market has seen two notable trends in recent years: rising acceptance of category diversity among gift recipients, and a shift in gifting motivation from “face consumption” to “taste expression.”

Jiuyue Youpin’s dual-bottle gift box precisely targets this structural shift. It covers diverse scenarios – business banquets, holiday gifting, and social gatherings. Psychologically, the dual-brand endorsement adds value beyond what a single liquor gift can offer. In terms of pricing, the RMB 1,000-level gift box fills a gap between high-end baijiu and imported wine single bottles. This is not about taking share from anyone – it is about creating a category that did not previously exist.

One line from Penfolds’ fiscal 2026 earnings report is worth noting: “As consumer demand becomes increasingly rational and diversified, we believe luxury wine will play an even more important role in gifting, dining, and social scenarios.”

A Quiet Battle Over “Scenario Definition Rights”

To view this collaboration as merely a successful marketing event would be to underestimate its industry significance.

China’s liquor industry is in a period of deep adjustment. Data from listed liquor companies shows that traditional mega-SKUs have hit growth ceilings, channel inventory is elevated, and price inversions are frequent. The industry consensus is that the growth model driven solely by brand momentum has peaked – the next growth engine lies in “scenario reinvention.”

Qin Shuyao, President of the China Liquor Circulation Association, once noted, “The essence of this round of baijiu industry adjustment is a consumer-centric systemic re-engineering.” In his view, 2026 is the year the industry breaks through to the C-end. “Going to the C-end does not mean bypassing the B-end – it means manufacturers and distributors jointly reaching the C-end.”

Jiuyue Youpin’s approach provides a vivid illustration of this philosophy – not a direct co-brand between two brands, but a distributor acting as a “scenario curator,” reorganising the brand equity of two names into an entirely new consumer proposition.

In the view of JiuYe Times, this sends a clear signal: future competition in the liquor industry will shift from “who makes better products” to “who can define more valuable consumption scenarios.” Whoever controls scenario definition rights will hold the key to growth in the next cycle.

Penfolds’ red and Fenjiu’s blue collided in Hangzhou this August. The result was not one overwhelming the other, but the birth of an entirely new colour.