Spring Festival Spotlight | Shui Jing Fang Red Fortune Baijiu

    Diageo gears up for Chinese New Year with another special-edition spirit, which is aimed at travelers as a result of the company's international focus.
    Jing Daily
    Jing DailyAuthor
      Published   in Finance

    Diageo is gearing up big-time for Chinese New Year: after the release of its special-edition White Horse Scotch, Shui Jing Fang baijiu has released its own limited-edition bottle for the holiday. The "delicate, mild, and mellow" Red Fortune baijiu comes in a bottle decorated with a gold Chinese design showing Chengdu, where baijiu is thought to have originated. Like the White Horse Scotch, the special-edition bottles will be available for travel retail. According to the Moodie Report:

    Diageo Global Travel and Middle East Global Marketing Director Steve White said there had been an increased demand from global travellers and businessmen for luxury Baijiu and the approaching Chinese New Year made for a perfect backdrop for the unveiling. “This provides an ideal opportunity to launch this special edition of the very popular Shui Jing Fang brand in travel retail,” said White.

    “We are confident that Shui Jing Fang Red Fortune will resonate with those travellers searching for the perfect gift to celebrate the Chinese New Year. The quality of the product, combined with the growing consumer demand, makes us supremely confident that this exciting development will drive strong sales in travel retail at a key purchasing occasion.”

    Shui Jing Fang, like other luxury baijiu companies, has seen sales decline by 50 percent in the wake of the Chinese government's anti-extravagance campaign. As a result, the company has been focusing on international sales, which is likely what influenced the company to make this a special-edition item for travel retail.

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