FDBusiness.com

Diageo 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 leading 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.

Andrew Cowan, country director Diageo GB, says: “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.”

Having gained a controlling stake in Sichuan Chengdu Quanxing Group, the largest shareholder of Sichuan 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 travelers and Western businessmen keen to do business in China.