Diageo, the world’s leading premium drinks business, has launched Chinese White Spirit brand Shui Jing Fang into the GB domestic market.
Great Britain is the first European market to stock Shui Jing Fang as part of Diageo’s strategy to build it as an internationally recognised brand.
Shui Jing Fang will be distributed throughout the UK by SeeWoo, a specialist Oriental food wholesaler headquartered in the UK.
In addition to the launch in Great Britain, Diageo plans to introduce Shui Jing Fang into other northern European markets later in 2012.
Having gained a controlling stake in Sichuan Chengdu Quanxing Group Company Ltd. (“Quanxing”), the largest shareholder of Sichuan Shuijingfang Co. Ltd. (“ShuiJingFang”) in 2011, Diageo is the only international company to have invested at scale in Chinese White Spirits.
This stake in Quanxing gives Diageo the opportunity to participate in the super premium Chinese White Spirits segment, one of the largest, fastest growing spirits segments in the world.
Shui Jing Fang will initially be aimed at Chinese consumers in Britain, but the ‘baijiu’ segment is continuing to gain popularity in overseas markets due to rising demand from Chinese travellers and Western businessmen keen to do business in China.
Shui Jing Fang will have an RRP of £96.19 +VAT for a 500ml bottle and is available to order from SeeWoo.