Diageo, the world's leading premium drinks business 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, 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 Ltd. ("Quanxing"),
the largest shareholder of Sichuan Shuijingfang Co., Ltd.
("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.
Tony Tse, managing director of SeeWoo said, "We are very
pleased to be working with Diageo to bring Shui Jing Fang
to the GB market. We believe the 'baijiu' segment has great
growth potential with Chinese and British consumers alike
and we are proud to be representing the brand as its
distributor."
Shui Jing Fang will have an RRP of £96.19+VAT for a 500ml
bottle and is available to order from SeeWoo.
-ENDS-
Notes to editors
Media enquiries:
Cecilia Coonan
Cecilia.g.coonan@diageo.com
0208 978 2749
Diageo and Shui Jing Fang:
- Since 2006, Diageo has made incremental increases in the
shareholding of Sichuan Chengdu Quanxing Group Company Ltd
("Quanxing"), the largest shareholder of Sichuan Shui Jing
Fang Co.,Ltd ("Shui Jing Fang") .This resulted in Diageo
gaining a 53% share holding in Quanxing, which holds
approximately 40% of the Shanghai listed company Shui Jing
Fang. The change of control of Quanxing required Diageo to
make a MTO for the remaining 60.3% outstanding shares of
Shui Jing Fang.
- The MTO was completed in April 2012. There was a nominal
take up of the MTO OF 3,154 shares - 0.001% of the total
60.3% shares in issue not held by Quanxing.
About Diageo:
Diageo is the world's leading premium drinks business
with an outstanding collection of beverage alcohol brands
across spirits, beer and wine. These brands include Johnnie
Walker, Crown Royal, J
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