Diageo releases Chinese spirit in the UK

05 July, 2012

Diageo is launching a Chinese baijiu white spirit in the UK market.

Shui Jing Fang will be distributed through See Woo, a specialist Oriental food wholesaler.

Baijiu is a distilled grain spirit that has huge sales in its domestic market and will initially be targeted at the UK’s Chinese community.

Diageo plans to introduce Shui Jing Fang into other northern European markets later in 2012.

Diageo gained a controlling stake in Quanxing, which is in turn the largest shareholder in producer Sichuan Shuijingfang, in 2011.

Andrew Cowan, country director for Diageo GB, said: “We believe there is a real opportunity. This launch represents a milestone in the journey of Shui Jing Fang to becoming an international brand.”

Tony Tse, managing director of SeeWoo, added: “We believe the baijiu segment has great growth potential with Chinese and British consumers alike and we are proud to be representing the brand as its distributor.”

Shui Jing Fang will have an rrp of £96.19 for a 50cl bottle.

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