Shui Jing Fang Red Fortune launches for Chinese New Year

Diageo has released the special edition baijiu Shui Jing Fang Red Fortune to travel retail ahead of Chinese New Year.

According to the world leading spirits group, Shui Jing Fang Red Fortune is aimed at the luxury traveller and is available in selected travel retail outlets in Shanghai, Beijing, Seoul, Jeju, Hong Kong, Singapore, Bangkok and Tokyo at a RRP of US$63.50 for 500ml.

It is said to be based on “the marrying of four traditional distilling elements - water, temperature, yeast and the distillery itself - to create a delicate, mild and mellow aroma in a perfectly balanced liquid”.

Steve White, global marketing director of Diageo Global Travel and Middle East, said: “We have recognised a rising demand for luxury baijiu products among 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.”

The bottle is marked with the Gingko sign, which is the symbol of Chengdu, the ancient capital and birthplace of many famous baijiu, Diageo said.

While the packaging is said to depict “the famous heritage and craftsmanship of ancient Chinese art”.

Diageo’s baijiu range also includes Shui Jing Fang Wellbay, Shui Jing Fang Classic, Shui Jing Fang Scholar’s Edition and Shui Jing Fang Forest Green.