[Image courtesy of www.diageo.com]
CBI member Diageo recently launched Chinese white spirits brand Shui Jing Fang into Great Britain's domestic market.
Great Britain is now 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 U.K. by SeeWoo, a leading specialist Oriental food wholesaler headquartered in the U.K.
In addition to the launch in Great Britain, Diageo also plans to introduce Shui Jing Fang into other northern European markets later in 2012.
In 2011, Diageo acquired a controlling stake in Sichuan Chengdu Quanxing Group Co. Ltd., the largest shareholder of Sichuan Shuijingfang Co. Ltd., and the British premium drinks company is the only international company to have invested at scale in Chinese white spirits. Diageo's stake in Quanxing gives it the opportunity to participate in the super premium Chinese white spirits segment, one of the largest and fastest-growing spirits segments in the world.
Andrew Cowan, country director of Diageo in Great Britain, said, "Diageo is delighted to introduce Shui Jing Fang into the GB domestic market, where we believe there is a real opportunity for growth. This launch represents a milestone in the journey of Shui Jing Fang to becoming an international brand, and we look forward to working with SeeWoo to build the brand with British consumers."
Tony Tse, managing director of SeeWoo, said, "We are very pleased to be working with Diageo to bring Shui Jing Fang to the GB market. 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."
Please click here to read the full press release by Diageo.
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."
Posted by: China Direct | 10 December 2012 at 08:30