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Chinese spirit in pilgrimage to the West

This article was originally published in Foodnews

THE Shui Jing Fang brand of baijiu, the traditional Chinese white spirit, is rolling out to US and European airports in 2011 as part of plans to promote baijiu to the world. Diageo has an indirect stake in the brand and is seeking to take control of it by buying out its Chinese partner, the Wall Street Journal reported. According to Shui Jing Fang, baijiu accounts for about half of China's alcoholic-beverage consumption by volume. Its popularity has made imports of western white spirits, such as gin, geneva and vodka, difficult (FOODNEWS 15 October) . The brand's international roll out is initially designed to reach Chinese tourists. The UN predicts that, by 2020, 100 million Chinese tourists will be travelling abroad, up from 50 million this year.

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