Diageo brings ‘super-premium’ Chinese white spirit Shui Jing Fang to UK

By Luke Nicholls

- Last updated on GMT

Related tags: United kingdom

With an RRP of £96.19 plus VAT, Shui Jing Fang comes in a 500ml bottle with four variations
With an RRP of £96.19 plus VAT, Shui Jing Fang comes in a 500ml bottle with four variations
Global drinks giant Diageo has brought Chinese white spirit brand Shui Jing Fang into the UK market as part of its bid to build its reputation as an internationally recognised brand.

Product details:

Shui Jing Fang comes in a 500ml bottle with four variations: Classic, Century Classic, Wellbay and Scholar’s Edition. It represents the the ‘baijiu’ drinks segment of China, which is continuing to gain popularity in overseas markets due to rising demand from Chinese travellers and Western businessmen keen to do business in China.

Andrew Cowan, country director Diageo GB, said of the launch, “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.”

USP:

Having gained a controlling stake in Quanxing, the largest shareholder of Sichuan Shui Jing Fang in 2011, Diageo is now the only international company to have invested 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.

Cost:

Shui Jing Fang will have an RRP of £96.19 plus VAT for a 500ml bottle.

Availability:

Shui Jing Fang will be distributed throughout the UK by SeeWoo, a leading specialist oriental food wholesaler headquartered in the UK.

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.”

Additional information:

In addition to the launch in Great Britain, Diageo plans to introduce Shui Jing Fang into other northern European markets later in 2012.

Other products on the market:

Sparrow Gin,​ distilled in Peckham, London and with a leading flavour of grapefruit, has been launched to the on-trade market after previously only being available in Drake & Morgan bars.

Related topics: New Products, Beverages, Alcohol

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