At the 2019 Australian Open (AO) in Melbourne, China's high-end liquor maker Luzhou Laojiao has seen its brand "National Cellar 1573" appearing in many scenes of the tennis tournament.
 
As a global partner and co-sponsor of the AO, Luzhou Laojiao celebrated the upcoming Chinese Lunar New Year at the Rod Laver Arena of Melbourne Park where the AO takes place, with tennis fans around the world.
 
On the spot, Luzhou Laojiao released the "National Cellar 1573" AO champion and commemorative editions jointly with the AO on January 18, paying tribute to all AO tennis p s and tennis fans.
 
The cooperation between Luzhou Laojiao and the AO will provide a broader development opportunity for the company, said Wang Hongbo, executive deputy general manager with Luzhou Laojiao Co., Ltd.
 
He said that the cooperation is also an important step for the company's internationalization strategy, which will help enhance its international reputation. It has truly realized the in-depth cooperation between Chinese brands and international top events, and further established its brand internationalization strategy.
 
 
At present, the Belt and Road Initiative has created an unprecedented opportunity for Chinese enterprises and Chinese national brands to go global. The liquor industry, which is a typical symbol of Chinese traditional culture, has also launched the internationalization strategy to promote brands overseas.
 
Luzhou Laojiao has completed its distribution in more than 50 countries and regions around the world, and has become one of the most popular Chinese liquor brands at the overseas market. In September 2018, the company established its North American office in the United States, in a bid to accelerate the process of internationalization.
 
泸州老窖举杯澳网
1月24日（中国农历除夕）上午，墨尔本公园响起了喜庆的锣鼓声，四只狮子和一条中国龙带来了中国的气息。当天，2020澳大利亚网球公开赛（AO）迎来了“国窖1573比赛日”。
作为澳网的全球合作伙伴和联合赞助商，泸州老窖在澳网举办地墨尔本公园的罗德•拉沃竞技场，与世界各地的网球迷一起庆祝农历新年。
1月18日，泸州老窖与澳网联合发布了泸州老窖•国窖1573酒澳网冠军版及纪念版白酒，向所有澳网球员和网球迷致敬。
泸州老窖股份有限公司常务副总经理王洪波表示，泸州老窖与澳网的合作将为公司提供更广阔的发展机遇。
他说，合作也是公司国际化战略的重要一步，这有助于提高国际声誉，真正实现了中国品牌与国际顶级赛事的深入合作，进一步确立了品牌国际化战略。未来，泸州老窖还将在澳网赛场以更多的创新方式演绎中国白酒文化，展示中国生活方式，让世界品味中国。
当前，“一带一路”倡议为中国企业和中国民族品牌走向国际创造了前所未有的机会。白酒业作为中国传统文化的典型象征，同样启动了国际化战略以在海外推广品牌。
泸州老窖已在全球50多个国家和地区实现了分销，并已成为海外市场上最受欢迎的中国白酒品牌之一。为了加速国际化进程，该公司于2018年9月在美国设立了北美办事处。