Shui Jing Fang, the oldest distiller of popular Chinese liquor baijiu, sold a controlling stake in the brand to Diageo with the intentions of bringing the 52 percent proof white spirit to the west through a UK distribution deal. Diago now owns 53 percent in Sichuan Chengdu Quanxing Group, the largest shareholder in Sichuan Shui Jing Fang.
The bottle retails for £99 and is considered a super luxury for “gifting, consuming with a meal or a premium treat.” London-based SeeWoo, a supplier for Chinese supermarkets and restaurants, has been tasked with bringing the drink to Chinese market in the UK, which between visitors and residents of Chinese origin is said to be a solid 2 million.
There are 4,500 authentic Chinese restaurants in the UK and we would like to educate the western palette as well as sell to the consumers that know the brand,” said Andrew Cowan, Diageo UK director.
image credit: shui jing fang