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JD.com snaps up Bacardi brands
China’s largest e-commerce company, JD.com has taken on the full range of Bacardi’s wine and spirits portfolio, including Grey Goose, Dewar’s, Bombay Sapphire, Martini and Bacardi rum.
Wang Zhiqiang, of JD.com’s FMCG unit and Paul Chin, CEO of Bacardi Greater China, North Asia and Oceania
The new partnership will also include online promotions of Bacardi products available on JD.com, as well as additional information on mixology aimed at Chinese consumers in order to build up their brand knowledge and familiarity with Bacardi’s spirits.
“This strategic cooperation with JD.com is a major step for Bacardi’s e-commerce development in China,” said Paul Chin, CEO of Bacardi for Greater China, North Asia and Oceania.
“Bacardi’s premium spirits are essential to the world’s favourite cocktails. Working with JD.com helps us effectively target discerning Chinese consumers by providing the most convenient and trustworthy online channel for purchasing premium Bacardi products.”
The brands available to budding Chinese spirits enthusiasts include Bacardi rum, Grey Goose vodka, Dewar’s Scotch blend, Bombay Sapphire gun, and Martini vermouth and sparkling wines as well as several other brands in the Bacardi portfolio.
“We are very excited to deepen our partnership with Bacardi, which has exceptional products and outstanding brand recognition in China,” said Carol Fung, president of JD.com’s FMCG unit.
“As the most trusted e-commerce platform for imported liquor in China, JD.com is increasingly the first choice for China’s upwardly mobile consumers when purchasing spirits. We look forward to leveraging JD.com’s excellent user experience and amazingly fast delivery to further raise consumer awareness of Bacardi’s premium portfolio of spirits.”
Sales of Bacardi’s brands on JD.com in the first half of 2016 increased more than 150% from the first half of 2015 as the brand continues to grow its reputation among JD.com customers looking for alternatives to local alcohol brands.
With the increasing focus on imported products among the growing number of middle-class Chinese consumers, the Chinese market holds huge potential for western spirits; since 2012, JD.com has reported a more than 10-fold increase in sales.