JIANGXIAOBAI Leads a new Wave of Cocktails at IWSC’s 50th

On November 28th, the International Wine and Spirits Competition (IWSC) 2019 Awards Ceremony was held in London, with well-known wineries, spirits brands and professional judges from all over the world gathered to celebrate the IWSC’s 50th anniversary. In addition to the 16 awards won by IWSC this year, JIANGXIAOBAI has become the only cocktail supply brand at the IWSC awards ceremony and the only Chinese baijiu brand participating in the ceremony.

JIANGXIAOBAI has been in contact for three years to participate in IWSC, and this year’s three products have won gold awards for the first time. As the representative of Chinese baijiu, JIANGXIAOBAI not only brought a new look of Chinese baijiu to the spirits professionals present at the scene, but also put them into the realm of baijiu cocktail creativity.

Ice Breaker and Azure Morning are JIANGXIAOBAI ’s signature cocktails. It has previously conquered a large number of foreign consumers at exhibitions and market events around the world. This time it has also received praise from professionals. Some IWSC judges on the scene took a liking to the Chinese baijiu, but it has never been able to reach the mainstream consumers in the Western world. Baijiu cocktails are a good way to talk to consumers, and JIANGXIAOBAI’s cocktails let them re-understand Chinese baijiu.

The internationalization of Chinese baijiu began decades ago, but it is still difficult to find traces of baijiu in the mainstream international market. In the difficult exploration, Chinese baijiu urgently needs to develop a reference path.

Since its inception, JIANGXIAOBAI has been committed to breaking down consumers’ stereotypes about baijiu, and this purpose has also been carried forward overseas. From packaging to taste, JIANGXIAOBAI is very close to the mainstream international aesthetic styles and habits, and is gradually gaining worldwide recognition.

Whether at home or abroad, baijiu cocktails are showing consumers the interesting side of Chinese baijiu, and it is also an effective channel to connect domestic and foreign markets. In the past World Cocktail Championships, JIANGXIAOBAI became the finishing touch of the champion, which once again proved the potential and demand for baijiu internationalization.