Diageo Goes East: Shui Jing Fang Launches In SG

 

Liquor giant Diageo PLC is introducing Singaporean palettes to the refined taste and mouthfeel of luxury chinese white spirits in the form of Shui Jing Fang, which has joined Diageo’s stable of world class spirits
currently available in Singapore, including Johnnie Walker,
Guinness and Smirnoff.
Chinese regulators approved Diageo's bid to take control of the Sichuan
fine white-spirit maker this June, some 16 months after the deal was first
announced.

“The introduction of
Shui Jing Fang in Singapore is testament to our commitment to
propel this uniquely historical and culturally rich Chinese wine spirit into
the limelight as a leading luxury Baijiu brand not only
domestically but internationally,” said Mr Lee Harle, General Manager of Chinese White Spirits at Diageo.

AM AO338 DIAGEO G 20110627130808

The
fascinating history of Shui Jing Fang harks back to 1408, when a master
distiller named Wang came up with a secret formula for making
Baijiu of transcendent quality. With the pristine waters of a secret well, he was able to create the perfect brew for the
highest grade of spirits.

600 years later, in 1998, excavators
uncovered the original distillery site, which is currently on
the record for being the oldest and most well-preserved
distillery in existence. China’s National Cultural Relics
Bureau has also certified the Shui Jing Fang distillery as "China’s First Baijiu Distillery”, with a historical significance
on par with the famous Terracotta Army.

Today, a mix of
five grains is left to ferment underground in the same soil
used over 600 years ago. The painstaking
preparation method and use of the best quality ingredients,
coupled with Chengdu’s optimal climate, have become the
hallmarks of this top Chinese Baijiu.  Baijiu is celebrated in China as a national drink and its imbibing an
indispensible ritual that is central in the celebratory aspects of Chinese
social life, from Lunar New Year festivities, weddings to venture
successes.

Shui
Jing Fang Wellbay 52% vol is currently retailing in Singapore at fine wine boutiques.
Meanwhile, Singapore Changi Airport’s Duty Free Galleria by DFS
carries the 500ml bottles of Shui Jing Fang Wellbay 38%vol and
Wellbay 52%vol, and Shui Jing Fang Classic 61%vol, with plans to launch Shui Jing
Fang Scholar’s Edition and Forest Green in the pipeline.

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Diageo

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