2018年CRI Chinese alcohol seeking overseas market expansion

 

In the city of Luzhou in Sichuan, at the confluence¹ of Yangtze and Tuo Rivers, is one of the core areas of Chinese alcohol industry.

Over 200 liquor products from Luzhou are listed as national and provincial-level products, with many of the producers now attempting to expand overseas.

Chinese alcohol, or Baijiu, is the most widely consumed spirit in the world, with 5 billion litres sold in 2016.

The latest statistics shows Baijiu made up nearly 40 percent of the spirits produced worldwide last year.

However, baijiu only makes up 8 percent of global alcohol sales.

Lin Feng, the general manager of Luzhou Old Cellar, a well-known Luzhou-based Baijiu producer, says foreign markets are still wide-open for Chinese liquor producers, arguing the domestic market is overly saturated².

Luzhou Old Cellar was the only Chinese alcohol served at the just concluded FIFA World Cup in Russia.

Lin Feng says to attract more customers in Russia, the brand integrated Chinese liquor into cocktails⁴ to boost sales.

"We displayed our liquor products in every box of the stadiums at the World Cup, as well as demonstrating Chinese alcohol culture with some live shows. We especially wanted to use the event to test our cocktail³ products and see how consumers would accept it. Surprisingly it was so popular and demanding that our supply wasn't even enough."

In recent years, not only Luzhou Old Cellar, but other Chinese alcohol producers have chosen to be creative, developing new alcohol products.

Some are turning to fruit mixed alcohols and health care Chinese wine are among the favorite items now being generated in an effort to open up the overseas markets.

Zhang Suyi is a 22nd generation master of Baijiu tasting at Luzhou Old Cellar.

Able to distinguish over 10-thousand different aromas⁵ and flavors, his job is evaluating the standard of alcohol the company producers.

Zhang says the popularization of Chinese alcohol culture is starting to be accepted by foreign consumers.

"In 2006 we visited Japan. People there were very interested in Chinese alcohol and wanted to produce Baijiu in Japan. But due to geographic⁶ reasons it's not feasible. After I explained the detailed⁷ procedures of Baijiu production, they all grabbed a drink of Baijiu and even wanted to bring home more from us. So the good mouth feeling of Baijiu needs to be gradually developed. We need let others know our distill⁸ methods and production process."

General manager Lin Feng says Luzhou Old Cellar has sped up the internationalization of its brand.

"For the past two years, we have brought Chinese alcohol to some of the Belt and Road countries and demonstrated our products with multiple promotion⁹ activities. Last year, for example, we promoted Baijiu in Russia with a special fireworks display at the Red Square. We also did promotions¹⁰ in New York and places in Canada and Australia; this year is focused on South Africa, as well as many European countries like the UK. We have consistently made efforts to show others Chinese alcohol culture and increase overseas consumption."

Lin Feng adds that besides Luzhou Old Cellar, other major Chinese alcohol producers such as Moutai and Wuliangye have also been going beyond China to expand their customer base.

He is predicting Chinese alcohol is due to make a global breakthrough in the next five to ten years.

1 confluence   

n.汇合，聚集

参考例句：

• They built the city at the confluence of two rivers.他们建造了城市的汇合两条河流。
• The whole DV movements actually was a confluence of several trends.整个当时的DV运动，实际上是几股潮流的同谋。

2 saturated   

a.饱和的，充满的

参考例句：

• The continuous rain had saturated the soil. 连绵不断的雨把土地淋了个透。
• a saturated solution of sodium chloride 氯化钠饱和溶液

3 cocktail   

n.鸡尾酒；餐前开胃小吃；混合物

参考例句：

• We invited some foreign friends for a cocktail party.我们邀请了一些外国朋友参加鸡尾酒会。
• At a cocktail party in Hollywood,I was introduced to Charlie Chaplin.在好莱坞的一次鸡尾酒会上，人家把我介绍给查理·卓别林。

4 cocktails   

n.鸡尾酒( cocktail的名词复数 )；餐前开胃菜；混合物

参考例句：

• Come about 4 o'clock. We'll have cocktails and grill steaks. 请四点钟左右来，我们喝鸡尾酒，吃烤牛排。 来自辞典例句
• Cocktails were a nasty American habit. 喝鸡尾酒是讨厌的美国习惯。 来自辞典例句

5 aromas   

n.芳香( aroma的名词复数 )；气味；风味；韵味

参考例句：

• Intoxicating earth aromas induced lassitude and ethereal calm. 泥土的醉人的芳香叫人懒洋洋的，感到一种远离尘世的宁静。 来自辞典例句
• Nose and elegant nose with attractive fruity, floral and citrus fruit aromas. 芳香：优雅、馥郁、迷人的柑橘属水果的果香及花的清香。 来自互联网

6 geographic   

adj.地理学的，地理的

参考例句：

• The city's success owes much to its geographic position. 这座城市的成功很大程度上归功于它的地理位置。 来自《简明英汉词典》
• Environmental problems pay no heed to these geographic lines. 环境问题并不理会这些地理界限。 来自英汉非文学 - 环境法 - 环境法

7 detailed   

adj.详细的，详尽的，极注意细节的，完全的

参考例句：

• He had made a detailed study of the terrain.他对地形作了缜密的研究。
• A detailed list of our publications is available on request.我们的出版物有一份详细的目录备索。

8 distill   

vt.蒸馏，用蒸馏法提取，吸取，提炼

参考例句：

• This standard set determine the method of petroleum products distill.本标准规定了测定石油产品蒸馏的方法。
• Distill the crucial points of the book.从书中提炼出关键的几点。

9 promotion   

n.提升，晋级；促销，宣传

参考例句：

• The teacher conferred with the principal about Dick's promotion.教师与校长商谈了迪克的升级问题。
• The clerk was given a promotion and an increase in salary.那个职员升了级，加了薪。

10 promotions   

促进( promotion的名词复数 )； 提升； 推广； 宣传

参考例句：

• All services or promotions must have an appeal and wide application. 所有服务或促销工作都必须具有吸引力和广泛的适用性。
• He promptly directed the highest promotions and decorations for General MacArthur. 他授予麦克阿瑟将军以最高的官阶和勋奖。