Jiangxiaobai’s Blue Tour Ending Strong in Malaysia
|As part of its internationalization strategy, Jiangxiaobai went on a 3-country tour to further develop a global understanding for Chinese baijiu. Fittingly dubbed ‘Blue Tour’, the producer of sorghum spirits went from food & beverage fair to fair, starting the journey in Seoul, South Korea to go all the way to South Africa and eventually circle back and end strong in Kuala Lumpur, Malaysia.
The Malaysia International Food & Beverage Show was held at the Kuala Lumpur Convention and Exhibition Centre from June 26th to 28th. It is the largest international food and beverage exhibition in Malaysia, attracting more than 20,000 visitors from more than 600 companies in more than 50 countries to visit and participate. This exhibition is an important business communication platform in the Asian food and beverage industry.
In Hall 1 of the Kuala Lumpur Convention and Exhibition Center, Jiangxiaobai showcased the latest product line, PURE, launched in March 2019. Multiple gold-award-winner, Joyouth, and best-selling Jiangxiaobai Express Bottle brought the sorghum flavor of Chinese baijiu to Southeast Asia. Three exhibition booths were combined to one large space, using the brand-own blue and white for a fresh and modern minimalist presentation (fully adhering to the brand concept of “simple and pure”). In the three days of the exhibition, more than 1,200 visitors flocked to Jiangxiaobai’s booth to experience the charm of Chinese liquor and gain a better understanding for its culture.
As one of the highlights, products Pure 50ml and Pure 100ml were unveiled at the Jiangxiaobai booth, drawing praise for their product packaging in form of lovely minipacks. For the fair Jiangxiaobai invited local sommelier and bartender Chin Dibin, famous in Kuala Lumpur, to mix Jiangxiaobai’s exclusive cocktails from the J-Mix series. The iced and chilled mixes on base of Jiangxiaobai products Pure and Joyouth found sound reception. “Blue Hope”, a charming drink dedicated to cocktail classics, captured everyone’s taste buds at the busy booth. The engaged visitors demonstrated the potential of baijiu cocktails, as baijiu also represents the world’s largest spirit category.
According to the Jiangxiaobai crew many people were asking where to buy Jiangxiaobai. “Can you sell me a bottle now?”, became a frequent request, which the staff could not follow due to the exhibition regulations. However, at the moment all Jaya Grocer stores (Kuala Lumpur’s local high-end supermarket chain) offer Jiangxiaobai products in their shelves.
After having entered more than 20 countries and regions around the world, Jiangxiaobai’s Blue Tour is just another step towards the global market, just like the director of Jiangxiaobai’s International Business center, Fu Peng said, “Jiangxiaobai’s hope is that young people in China will put baijiu back onto their weekend grocery list, the second is to introduce foreigners to baijiu’s unique flavor attributes and explain the production process, complex taste and most appropriate ways of consuming Chinese baijiu, to share its culture, and bring different feelings to foreign friends compared to other spirits.” This expectation is more than just a business blueprint. It has become a sentiment in the hearts of all baijiu-lovers, in a sense it has become a historical mission.
As one Malaysian visitor of Chinese heritage said, we are waiting to see China in the center of the world stage; similarly, we are looking forward to sorghum spirits from China appear in the mainstream spirits market of the world.