Baijiu brand to cash in on new Chinese premier

14th November, 2012 by Rupert Millar

A baijiu producer is eagerly awaiting the appointment of Xi Jinping as China’s next president so that it can cash in on his name.

Future Chinese premier Xi Jinping

Normally, using the name or image of party officials for commercial purposes is forbidden but by chance the Xi Jiu distillery in Xishui uses the same Chinese character as the incoming president.

According to the Financial Times, this association has already allowed the company to reach sales of RMB2.3 billion (US$369m) in the first 10 months of this year and it should double its 2010 performance to reach RMB3bn by the end of the year.

It may even list itself on the Chinese stock market next year. Xi Jiu was bought in 1998 by Kweichow Moutai (or Maotai), the baijiu used for all official banquets.

In an extra effort to make extra capital out of this association, the distillery has set itself a sales target of RMB8bn to RMB10bn by the end of 2015 and has apparently set aside RMB300m for prime time advertising on China’s state broadcaster.

An analyst in Beijing, Bill Bishop, told the FT: “The rationale for the big marketing push is the assumption that once Xi Jinping takes power lots of people will want to give Xi Jiu as gifts.”

Baijiu – though practically unknown in the west – is one of the world’s biggest spirits categories worth billions of yuan.

Diageo has already acquired a baijiu brand to capitalise on this and even launched it in the UK earlier this year.

What Jinping thinks of this not known but he is reported to have recently berated the party recently for spending too much time enjoying themselves and networking rather than studying their Marxism.

He takes over as head of the Communist party on Thursday 15 November and will become president in March next year.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Senior National Account Manager

Bibendum PLB
London, UK

ON-TRADE Sales Executive

Roberson Wine
London, UK

OFF-TRADE Sales Executive

Roberson Wine
London, UK

Judging Week Runners

Decanter World Wine Awards
ExCel Centre, London E16, UK

Sales Administrator

Les Caves de Pyrène
Guildford, UK

Retail Commercial Executive

Laithwaite's Wine
Theale, Berkshire

Wine Buyer

Conviviality Plc
Crewe, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Sales Account Manager - On-Trade

Berkmann Wine Cellars
M3/M4 corridor

Media Sales Manager - Hong Kong

The Drinks Business Hong Kong
Hong Kong

Regional Account Manager

New Generation McKinley
London, UK

Experienced Sales Account Manager – On Trade

Cantina Goccia
London and the south, UK

National Sales Manager – Premium Drinks

Core Recruitment
London based with national travel

The Global Merlot Masters 2017

Deadline : 24th February 2017

The Prosecco Masters 2017

Deadline : 10th March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 3rd March 2017

Click to view more

The Global Sparkling Masters

the drinks business is thrilled to announce the launch of The Global Sparkling Masters

The Global Rosé Masters 2016

the drinks business is proud to announce the launch of the Global Rosé Masters 2016.

The Prosecco Masters 2016

Now in its third year, the competition will reflect the growth in popularity of this fresh and exciting sparkling wine from the picturesque regions of Veneto and Friuli.

The Global Pinot Noir Masters 2016

After the success of last year’s competition that judged over 250 wines from no less than 16 countries, the drinks business is proud to announce the third year of the Global Pinot Noir Masters

Click to view more