Diageo introduces Europe to Shui Jing Fang baijiu

Jul 5, 2012by Becky Paskin

Diageo has made moves to build Chinese baijiu brand Shui Jing Fang as an internationally recognised brand, by launching the luxury product in the UK.

Initially aimed at Chinese consumers residing in the UK, Shui Jing Fang will be distributed by SeeWoo, a specialist oriental food wholesaler based in London. Once established, Diageo intends to roll the Chinese white spirit out to other key northern European markets before the end of the year. “Diageo is delighted to introduce Shui Jing Fang into the GB domestic market, where we believe there is a real opportunity for growth," said Andrew Cowan, country director of Diageo GB. "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.” The launch comes after Diageo acquired a controlling stake in Sichuan Chengdu Quanxing Group Company, the largest shareholder of Sichuan Shuijingfang in 2011. As such, Diageo is better placed to tap into rising demand for baijiu in Europe from overseas Chinese travellers and western businessmen keen to do business in China. Tony Tse, managing director of SeeWoo said: “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 be launched in the UK with an RRP of £96.19 plus VAT for a 500ml bottle.