Shuijingfang, a Chinese baijiu maker, aims to move upmarket to expand the brand with new investment and increased marketing. John Fan, general manager of the Shanghai-listed company, told a shareholders’ meeting on Tuesday [6 June 2017] that the premium baijiu, or rice liquor, sector in China was experiencing rapid expansion…Full Article: ECNS.cn June 2017

Key Point

  • In 2017, Shuijingfang plans to invest approximately CNY 102 million [USD 15.1 million] on marketing, doubling the amount spent in 2016. The liquor company hopes to expand its distribution network in the provinces of Henan, Hunan, Jiangsu, Guangdong, Sichuan, Zhejiang, Fujian, as well as in the municipalities of Beijing, Shanghai, and Tianjin.

ChinaAg Comments

  • In July 2013, the UK-based Diageo Plc, the world’s largest liquor producer by sales, stated it will acquire the remaining shares of Sichuan Chengdu Shuijingfang Group, also known as SJF Holdco, for 233 million pounds ($357.6 million). SJF Holdco is major Chinese producer of baijiu.
  • Founded in 2000 and headquartered in Chengdu, Sichuan Province, Sichuan Swellfun, aka Shui Jing Fang (SHA:600779), is a baijiu liquor manufacturer.

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