Baijiu maker Shuijingfang taps top companies to promote high-end liquors

Shuijingfang, a major Chinese baijiu maker, is expecting its cooperation with other industries and companies would help further promote its sales of high-end liquors in the months to come.

Zhang Jing, manager of marketing department with Sichuan-based Shuijingfang Liquor Industry Co Ltd, said Shuijingfang has achieved its results through expanding cooperation with banks, major carmakers, high-end clubs and other industries and companies that attract social elite in promoting its high-end liquor Forest Green.

"More cooperation with other industries and companies is expected to help boost sales in the second half of the year," Zhang told China Daily in a promotion event held in Shenzhen's special economic zone earlier this month.

"Meanwhile, Shuijingfang will sponsor and organize a series of award ceremonies and other high-level activities participated by stars and celebrities from all circles to help raise its brand name and promote sales in the following months," Zhang said.

Shuijingfang, the Shanghai Stock Exchanges listed company, launched Forest Green, a new high-end variety of baijiu, or Chinese white liquor, by the end of last year.

Forest Green requires more than a decade of storage first before it matures and develops into a fragrant, thick and pure-body liquor with a touch of crispy, refreshing taste of bamboo.

But Zhang refused to reveal Shuijingfang's sales volume of Forest Green, saying it is a commercial secret.

Forest Green can compete with Maotai, Wuliangye and other major Chinese liquors, in terms of its quality and prices, Zhang said.

Zhang said she believed the marketing demands for high-end liquors will have even greater potential than middle-and-low-end liquors in the mainland in the following years.

In addition to the country's sustainable economic growth, Zhang said the mainland residents' consumption upgrade will help boost sales of high-end liquors in the future.

"And prices of most of the high-end liquors have witnessed a growth last year," Zhang said.

Shuijingfang sponsored an international equestrian competition in Chengdu in May.