Diageo has released a special Shui Jing Fang Red Fortune edition to mark the Chinese New Year (31 January).
Diageo hopes Shui Jing Fang Red Fortune will attracte attention from Asian travellers this Chinese New Year
Produced at China’s first baijiu distillery, the new special edition is being targeted at Asian travellers throughout December and January.
Packaged in a red bottle – the Chinese colour of good fortune – with a delicate gold design, Shui Jing Fang Red Fortune is designed to “appeal to today’s luxury traveller”.
Steve White, global marketing director of Diageo Global Travel and Middle East, said the release is in response to rising demand for luxury bailiju from global travellers and businessmen.
“This provides an ideal opportunity to launch this special edition of the very popular Shui Jing Fang brand in travel retail. We are confident that Shui Jing Fang Red Fortune will resonate with those travellers searching for the perfect gift to celebrate the Chinese New Year.
“The quality of the product, combined with the growing consumer demand makes us supremely confident that this exciting development will drive strong sales in travel retail at a key purchasing occasion.”
Shui Jing Fang Red Fortune is now available in selected travel retail outlets in Shanghai, Beijing, Seoul, Jeju, Hong Kong, Singapore, Bangkok and Tokyo at an RRP of US$63.50 for 500ml.
Diageo acquired a 100% stake in the Chinese baijiu business in July this year, with a goal to build Shui Jing Fang into the leading international baijiu brand.