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Chinese drink Baijiu enters India中国白酒进入印度市场
2020-01-21 10:08:21   来源:中国酒业新闻网   作者:记者 徐菲远   

BENGALURU: After premium drinks such as Japanese and Taiwanese whiskies and South Korean soju, China’s national drink, Baijiu, is entering India.

Baijiu is the most consumed liquor in the world Baijiu, produced from sorghum – a type of grain – has a long history and a unique distilling technique which has been passed down through generations for about 800 years. It is taken as a shot along with food, but using a smaller amount due to the high alcohol content. It has 50-65% alcohol by volume (ABV). In comparison, the ABV in vodka is about 40%.

The pungent, distinctive, and clear-as-mineral water liquid is being introduced in India by a Chinese spirits company, Chongqing Jiangxiaobai Liquor and VBev, an Indian importer of premium wines, whiskies and beer. Chongqing Jiangxiaobai Liquor is one among many Chinese companies that have their own versions of Baijiu.

About 10 billion litres of Baijiu was consumed in China last year, said drinks research firm IWSR, which is equivalent to filling up 4,000 olympic-size swimming pools.

Oriental drinks have been slowly gaining acceptance in India over the last few years. Rising disposable income and increasing exposure to the rest of the world is encouraging Indians to experiment, and go beyond the traditional whiskey, strong beer and rum. South Korea’s Jinro, famous for its distilled spirit soju, entered India through a bottling and distribution deal with alcobev firm Advent Brand House a few years ago.

“We are not a huge brand in China, being just eight years old, but are a hit among the youth who are looking for something different and fresh. Baijiu can be a good addition in this country,” said Zoe Fu, director of international business segment at Chongqing. Chongqing’s Baijiu has ABV at about 40% in China, an effort to attract the youth.

Baijiu is usually available in four flavours – rice, light, strong, and sauce. VBev is bringing the light flavour, with ABV of 40%, which it feels will attract the young.

“We tried this product with bartenders across cities and realised that this product is more suited for cocktail making,” said CEO Sumedh Singh Mandla, adding that the drink will be rolled out in HoReCa (hotels, restaurants and cafes) and upscale outlets in Bengaluru, before launching in New Delhi and Mumbai.

From Times of India





在过去的几年中,东方酒类在印度已逐渐获得认可。可支配收入的增加和对世界其他地区接触的增加正在鼓励印度人尝试国外酒品,他们的口味已经超越了传统的威士忌、浓烈的啤酒和朗姆酒。几年前,以烧酒闻名的韩国真露(Jinro)公司通过与Advent Brand House公司的装瓶和经销协议进入印度。

“我们在中国并不是一个大品牌,只有八年历史,但在那些寻求与众不同和新鲜事物的年轻人中很受欢迎。在印度这个国家,白酒可以成为很好的补充。” 江小白国际业务中心总监付鹏说。


VBev首席执行官Sumedh Singh Mandla说:“我们请各个城市的调酒师尝试了江小白,我们认为该产品更适合制作鸡尾酒。”他补充说,这种饮品将在酒店、餐厅和咖啡厅以及班加罗尔的高档商店推出,随后在新德里和孟买启动。

文 | 原载于 《印度时报》

作者 | Avik Das

编译 | 徐菲远




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