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Kinmen Kaoliang Liquor Inc. Penetrated the Chinese Market by Expanding Its Business to Shandong and Henan

Kinmen Kaoliang Liquor Inc. Penetrated the Chinese Market by Expanding Its Business to Shandong and Henan
2017/01/01
Reporter: Li Jin-Ciang / Summary Report

To secure a foothold in the Chinese market, Kinmen Kaoliang Liquor Inc. collaborated with the publisher of the magazine Food Weekly in Xinxiang during its tour of China to market Kinmen Kaoliang Liquor through an investment and liquor-tasting party. Kinmen Kaoliang Liquor Inc. Deputy General Manager Tung Ying-Fa announced at the liquor-tasting party that the grand blueprint for Kinmen Kaoliang Liquor in China in 2017 aims to build Shandong and Henan into model cities in China after the success in Fujian.
The investment and liquor-tasting party held on December 30th by Kinmen Kaoliang Liquor Inc. and the publisher of the magazine Food Weekly in Xinxiang proved to be a great success, marking a perfect end to the first tour of Kinmen Kaoliang Liquor Inc. in Shandong and Henan. Below are the names of some of those in attendance: Kinmen Kaoliang Liquor Inc. Deputy General Manager, Tung Ying-Fa; Food Weekly Executive Chief Editor and Ph.D. in Economics, Liou Syu-Bo; Chinese liquor expert and Henan Province Alcoholic Industry Association Chief Engineer and Secretary-General of Chinese Liquor, Jhao Shu-Min; Winterrain Trade Co., Ltd. General Manager, Wang Sin-Guo; Level-1 Sommelier and Kinmen Kaoliang Liquor Representative, Chen, Si-Ciang; Level-1 Sommelier and Wine Blender, Li Cing-Long; Marketing Manager, Ye Ru-Yin; Food Weekly Alcoholic Beverage Division Operations Director and Chinese Liquor Industry Senior Observer, Wang Jhen-Jie; Hebei Huatangyunshang Marketing Co., Ltd., Principal Research Scientist, Wang Chuan-Cai, who is also the Strategic Research Office Director for the magazines Food Weekly and Agricultural Branding and Marketing.
As the last stop of this liquor-tasting tour, Xinxiang was not in any way inferior to Qingdao and Weifang as far as the atmosphere of the event was concerned. The enthusiasm and excitement from excellent distributors in Xinxiang and the surrounding areas drew a massive crowd that ensured the venue was jam-packed. Food Weekly Executive Chief Editor and Ph.D. in Economics, Liou Syu-Bo, stated in the opening speech that the biggest opportunities and the largest niche for the alcoholic beverages industry in the future lie with the demands of new-generation consumers. Kinmen Kaoliang is a special product in the liquor industry, since it possesses the essences of traditional white spirits along with an ability to produce international styles and qualities. It will become the target of peer competition within the branded liquor industry.
At the liquor-tasting party, Kinmen Kaoliang Liquor Inc. Deputy General Manager Tung, Ying-Fa announced that the grand blueprint of Kinmen Kaoliang Liquor in China in 2017 aims at producing “high-quality and affordable Kinmen Kaoliang Liquor along with a determination to build Shandong and Henan into model cities after the success in Fujian. The objective is to penetrate and secure a foothold in the northern market.” The successful completion of the liquor-tasting party in Xinxiang is an indication that Kinmen Kaoliang Liquor will forge ahead in its marketing in China in 2017. Chinese liquor expert, Henan Province Alcoholic Industry Association Chief Engineer and Secretary-General of Chinese Liquor, Jhao Shu-Min, along with Level-1 Sommelier and Kinmen Kaoliang Liquor Representative, Chen Si-Ciang, explained the professional knowledge used at the liquor-tasting events for the Kinmen liquor series of products, as well as the exceptional merits of Kinmen Kaoliang. These two speakers led the distributors into an in-depth discussion of the glorious legend connected with Kinmen Kaoliang Liquor.
During the event, Hebei Huatangyunshang Marketing Co., Ltd. Principal Researcher, Wang Chuan-Cai, delivered a speech entitled “Kinmen Kaoliang Liquor – A Chinese Legend based on a Taiwanese Brand”. Wang Chuan-Cai stated his opinion as follows: “Kinmen Kaoliang Liquor belongs to a class of strong aromatic spirits with characteristics of mild aromatic spirits in terms of its unique texture and aroma. In a consumer-dominated epoch, among the new diversity of Chinese liquor, the advent of an age of consumer personalization in China favors the rapid growth of sales of Kinmen Kaoliang Liquor. Moreover, Kinmen Kaoliang Liquor serves as the emotional and cultural link, or carrier, connecting people across the Taiwan Strait, and such a highly-charged emotional and cultural link is the reason why Kinmen Kaoliang Liquor can appeal to Chinese consumers in the spiritual aspect; that is, the national nostalgia of the Chinese people.”
Kinmen Kaoliang Liquor, based in Taiwan, was established in 1952. Diverting the Baoyue spring water from Old Jincheng and using popular quality glutinous high-calorie ripe grain, or premium sorghum, as the ingredients, Kinmen Kaoliang Liquor applies its unique “Three-High, Two-Low and One Flip” distilling technique while fully drawing on the essence of distilling techniques in China. At the same time, Kinmen Kaoliang Liquor incorporates the unique liquor distilling techniques of Kinmen to produce the most iconic and purest Kinmen Kaoliang Liquor available today. Moreover, the thousands of tactical underground tunnels created during a special period in Kinmen’s military history provide a perfect cellar environment for Kinmen Kaoliang Liquor, adding to it a smooth and mellow aftertaste.
In 2016, the company, for the first time, participated in five international spirits competitions under the name “Kinmen Kaoliang Liquor”, including the “San Francisco World Spirits Competition,” the “Monde Selection in Brussels, Belgium,” and the “Ultimate Spirits Challenge” in New York, USA, and won multiple Gold and Special Gold awards. These competitions have highlighted the exceptional charisma of Kinmen Kaoliang Liquor, and defined the new status of Kinmen Kaoliang Liquor in the global white spirits industry. White spirits are a remarkable material and cultural heritage of the Chinese people, and liquor culture has developed and tended to become more diversified over time. Kinmen Kaoliang Liquor now offers a brand new experience in taste, external packaging and liquor culture.
The investment and liquor-tasting event for Kinmen Kaoliang Liquor in China has drawn a great deal of attention from the white spirits liquor industry in Shandong and Henan where local distributors also showed a strong interest in Kinmen Kaoliang Liquor. Naturally, this is only the beginning, and Kinmen Kaoliang Liquor will continue to develop steadily in China and ultimately implement its grand blueprint for success. “Underage drinking is prohibited.”

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  • Date:2017-11-30