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Diageo launches Chinese spirit Shui Jing Fang in UK

Published:  05 July, 2012

Diageo has launched Shui Jing Fang into the UK market on the back of its strategic investment into Chinese white spirits.

It's the first European market to stock Shui Jing Fang (rrp £96.19 + VAT per 50cl bottle), which will be distributed throughout the UK by specialist oriental food wholesaler SeeWoo.

As part of Diageo's strategy to build it as an internationally recognised brand, Shui Jing Fang will initially be aimed at Chinese consumers in Britain, but it plans to introduce Shui Jing Fang into other northern European markets later in 2012 on the back of the baijiu segment gaining popularity in overseas markets.

Andrew Cowan, country director Diageo GB, said: "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."

Gaining a controlling stake in Sichuan Chengdu Quanxing Group Company has given Diageo the opportunity to participate in the super-premium Chinese white spirits segment, which it claims is one of the largest, fastest-growing spirits segments in the world.