INDIA IS ONE OF THE LARGEST POTENTIAL EXPORT MARKETS FOR JIANGXIAOBAI PURE

Express Food & Hospitality|February 2020

INDIA IS ONE OF THE LARGEST POTENTIAL EXPORT MARKETS FOR JIANGXIAOBAI PURE
VBev, a dynamic company engaged in the import, marketing, sales and distribution of international wines, spirits and beers recently introduced first and only premium Baijiu - Jiangxiaobai Pure in the India market. In coversation with Akshay Nayak, Sumedh Singh Mandla, CEO, VBev India and Zoe Fu, director of International Business, Jiangxiaobai, spoke about the future roadmap of the premium white spirit in India market.

How do you see India as a market for baijiu?

ZF: India has the potential to become one of the largest export markets for our Baijiu Jiangxiaobai. The demography, purchasing power of the youth and demand for aspirational brands is going to drive the sales for Jiangxiaobai in India. Even though baijiu is one of the largest spirits categories in the world it is new for the Indian market. So, more than challenge we see this as a responsibility and opportunity to first build this category of spirit- baijiu in India.

SSM: We believe this new segment offers a great promise as the imported white spirits category is showing strong growth and also the cocktail culture is evolving. We did spend over a year to finalise the modern packaging as well as the “Light & Smooth” taste profile to introduce baijiu in India.

Being a major market for whiskies and slowly a wine consuming one, how are you at Jiangxiaobai and VBev looking to tap India for baijiu? How will you educate the masses here about it?

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February 2020