Hello, South Africa!
Jiangxiaobai’s Ambition for Africa Shows at Africa’s Big 7
|23rd-25th June, Jiangxiaobai debuted at Africa’s Big 7 in Johannesburg, Africa’s biggest food & beverage fair. As the only Chinese baijiu brand of this year, Jiangxiaobai successfully drew an audience of Africans and Chinese expats. The event marks Jiangxiaobai’s official self-introduction to southern Africa, and the whole African continent.
The Jiangxiaobai booth theme was ‘Join our BLUE TOUR’, where the producer of sorghum spirits presented product P750, which was specifically designed for the international market and released just back in March of this year, and brand-own mixology project J-Mix.
Most of the African visitors had never tried Chinese baijiu before and showed strong interest toward Jiangxiaobai, meanwhile, the visitors who had tried baijiu before were surprised by Jiangxiaobai’s smooth and palate-friendly taste, as other traditional Chinese baijiu is very strong.
After his opening speech, the minister of tourism stopped by at the Jiangxiaobai booth and tried signature cocktail Blue Hope, not leaving before flashing a thumbs up.
Local distributors, restaurant owners, merchandisers, etc. came by, trying the J-Mix drinks–the version with ginger ale turned out to be the crowd’s most favorite. After having a sip, many expressed they would like to introduce Jiangxiaobai to their friends.
In the past two years, Jiangxiaobai started fast into the international market, now being available in more than 20 countries all over the world. Africa constitutes an important strategic step in Jiangxiaobai’s plans for market expansion. The director of Jiangxiaobai’s international department bases his confidence in the African market on four reasons.
First, Africa is still ‘virgin land’ to baijiu manufacturers, although there are a few Chinese baijiu companies that have started testing the market, none of them were able to establish strong presence.
Second, the life spirit and love for life of African consumers matches Jiangxiaobai’s brand philosophy of creating a joyful life. Africans might find the presentation and values of Jiangxiaobai something to catch their hearts.
Third, Africa’s mostly hot weather proves fertile ground for the brand’s chilled and iced drinks of mixology project J-Mix.
Fourth, the ties between China and Africa are constantly growing tighter, and with increasing Chinese investments come Chinese workers and frequent trips to Africa. These Chinese expats prompt a considerable target audience too and are one cause for the newly emerging trend of Chinese restaurants in Africa.
Jiangxiaobai products have already received 61 awards from professional spirits competitions all over the world, in other words, its quality has been recognized by authorized institutions of the alcohol industry.
The reason why Jiangxiaobai has become the most popular Chinese baijiu among the young generation is because it established a connection between the products and customers. Moreover, its rich product portfolio caters to various drinking scenarios. The drinking culture of baijiu that Jiangxiaobai reignited among young customers, is the most valuable goal the brand has achieved thus far.
Now, Jiangxiaobai hopes to become the most popular Chinese baijiu in Africa and an ambassador of Chinese culture in a small bottle.