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JIANGXIAOBAI PURE Scoring Gold at Spirits Selection

Sep.10,2019
Poster of JIANGXIAOBAI PURE winning gold at the Spirits Selection.
Competition Gold for PURE

On September 6, the Spirits Selection by Concours Mondial de Bruxelles announced the results of their 20th event on the official website. Among the proud winners, JIANGXIAOBAI PURE scored gold. This marks the fifth gold medal for JIANGXIAOBAI at an international competition, since JOYOUTH’s first win in 2017. Altogether that makes the 78th award that JIANGXIAOBAI has won in recent years.

As a flourishing force in the Chinese spirits industry, JIANGXIAOBAI has participated in this competition for three consecutive years. The PURE series, now decorated with a gold medal, is JIANGXIAOBAI’s flagship product in the overseas market. The bottle comes in blue and white, boasting the vectorized ripples of the Yangtze. It is simple, yet stylish. The liquor body has been designed following the “SLP” rule, resulting in a smooth, light and pure drinking experience. At an ABV of 40% the liquor body can still be mixed with other classic spirits, like whisky, brandy or vodka. This might help international consumers to get accustomed to the new flavor, opening up the world of Chinese baijiu.

The Spirits Selection by Concours Mondial de Bruxelles, founded in 1994, belongs to the top three spirits competitions in the world and is held annually. Since 2005 the competition has been held in different regions important to liquor production, such as Lisbon and Bordeaux. This year, the competition came to Fenyang, Shanxi, China.

1748 entries from 59 countries and regions around the world were registered at the competition, making it the biggest in the event’s records. Out of all the entries, 623 came from Chinese liquor producers. A total of 104 judges (20 Chinese judges) from 29 countries and regions, including industry scholars, journalists, distributors, importers and exporters, professional buyers and other alcohol professionals, greatly enhanced the fairness and impartiality of this competition.

During the competition, the organizing committee provided 9 master classes for the judges. Topics included “The Unique Variety of French Brandy”, “Spirit and Oak Barrel Aging-Practice” and “Introduction to Chinese Liquor and Tasting”. The workshops provided a professional exchange platform for the judges, and also a stage to showcase the charm of Chinese baijiu.

The president of the competition organizing committee, Baudouin Havaux, said that Chinese baijiu is still a product that is not well known in the western market. The internationalization of Chinese baijiu needs to be explored in terms of taste, brand, packaging, aesthetics and culture. These are exactly the five points that JIANGXIAOBAI is focusing on in the international market.

Today, for the baijiu industry, it is a good time to enter the international market of spirits. Consumers have long been exposed to the same range of brands, and the addition of a new spirit category will inevitably trigger waves. JIANGXIAOBAI began to explore the international market from 2017, and set up a professional team to dig deep into the international market. As a result, JIANGXIAOBAI products from the PURE series, Express Bottle series, Black Label series, as well as Intimate Friend are available in over 20 countries and regions in Asia, Europe, Oceania, North America and Africa.

JIANGXIAOBAI hopes to bring a more diverse flavor palette to the world, competing with other internationally renowned spirits and introducing Chinese baijiu to any drink menu around the globe.

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