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2026 Chishui River Forum Held in Maotai Town, Guizhou

Global wine and spirits leaders gathered on Saturday, October 17 for the 2026 Chishui River Forum in Zunyi, Guizhou, to discuss 'Value Reconfiguration and Order Restructuring in the Global Wine and Spirits Industry in an Era of Structural Change.'
The Brand Work Office of Xinhua News Agency, China Economic Information Service , and China Moutai jointly organized the event to address declining alcohol consumption in some markets and explore how producers can better engage younger consumers through innovation.
Johnny Schuler, president of the Peruvian Pisco Academy, noted Pisco's more than 400-year tradition, while Jia Yunfeng argued that 'winning over young people is a false proposition' because emotional value of wine far exceeds its cultural or financial value.
Participants released the 'World Famous Liquor Sustainable Development Index Report ' during the forum, establishing a benchmarking tool to guide collaborative growth and align traditional production methods with modern sustainability standards.
Industry leaders aim to build a community of shared interests among international liquor producers, recognizing that sustained appeal requires ongoing innovation and understanding of evolving consumer preferences rather than reliance on natural endowments alone.

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