Diageo launches new premium vodka in China

25 June 2009 | By Popsop Team

Diageo Plc, the world’s biggest spirit drinks group, announced that it had teamed with Chinese white spirit producer Shui Jing Fang to produce a premium vodka in China.
The alcohol drink – Shanghai White was launched yesterday in Hong Kong. RRP for the product is  HK$470 (US$60) per bottle.

“Shanghai White’s roots are firmly in Asia, a tribute to the vast and centuries-old distilling heritage found in this region,” said Kenneth Macpherson, Diageo’s managing director, Greater China.

jiugui_asian_white_liqueur

Authentic Asian white liqueur, a kind of baijiu

Shui Jing Fang is the producer of baijiu, or Chinese distilled white spirit.

European food and drink groups are looking to launch new products and lift their spend on marketing in a bid to drive a recovery in their own sales rather than wait for restocking.

Last September Diageo said it saw China as the most resilient market in Asia despite turmoil on financial markets and would look to expand in the mainland.

via www. reuters.com

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