JTA NEWS
19 November 2017 - 1 Kislev 5778 - א' כסלו ה' אלפים תשע"ח
JTA NEWS :
Chinese spirit beverage provider taps Israel’s consumer market E-mail

The makers of Will Wuliangye Baijiu, a Chinese white-spirit alcoholic beverage made from grain, are looking to target Israeli consumers.

Top executives of the Wuliangye Group, which produces the liquor, were part of a highlevel delegation that visited Israel in August. “Israel is historically one of the origins of wine globally, Wuliangye Group Chairman Li Shuguang told The Jerusalem Post.”

“In recent years, we have had wider and stronger economic co-operation between China and Israel. The friendship and mutual respect between the two nations has been ongoing for centuries. So much so that today China is Israel’s biggest economic partner in Asia.”

The focal point of the visit of the delegation, from Yibin County in Sichuan and the Wuliangye Group, was a gala event held on 2 August at the Andromeda House in Jaffa. The event included cocktails made with Wuliangye Baijiu, as well as speeches by various members of the Chinese delegation. Attendees included managers of leading companies in the Israeli business sector and Israeli consulate members from Chengdu.

Wuliangye is China’s largest producer of Baijiu and is considered one of China’s most valuable national brands, with a market value of US$30 billion and annual revenue approaching US$10 billion.

The delegation visited Israel to identify business opportunities, establish co-operative ventures and potentially invest in Israeli businesses from sectors close to their own. The group is particularly interested in introducing the Wuliangye Baijiu brand to Israel. Chairman Li Shuguang explained: “Wuliangye is considered the water of life in China and we hope to introduce this water of life to Israel.”

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