Shui Jing Fang launches in UK

Diageo has launched its premium baijiu brand, Shui Jing Fang, into the UK domestic market.

The UK 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.

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.

Shui Jing Fang will have an RRP of £96.19 + VAT for a 500ml bottle and is available to order from SeeWoo.

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

Having gained a controlling stake in Sichuan Chengdu Quanxing Group Company  (“Quanxing”), the largest shareholder of Sichuan Shuijingfang Co (“ShuiJingFang”) in 2011, Diageo has heavily 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.