Baijiu is the most popular spirit in China, but it is only in recent years that it has been gaining traction outside its home market, with companies like Wuliangye seeing the potential in distributing the spirit globally.
Signed on November 14 in Yibin, Sichuan, the memorandum of understanding (MOU) outlines shared intent to carry out collaborative communication and comprehensive exchanges by jointly strengthening infrastructure and developing regional sales channel systems starting from Southeast Asia, with the potential to expand to other markets at a later stage.
Speaking at the signing ceremony, Mr Philippe Guettat, Chairman and CEO of Pernod Ricard Asia, said: “Imported spirits and baijiu have both enjoyed a long and glorious history in their respective markets. Joining our forces and expertise today marks a historic milestone in the industry.
"Leveraging Pernod Ricard’s established network and experience, I am sure this partnership will bring unprecedented innovative forces to the market.”
Mr Li Shuguang, Party Committee Secretary and Chairman of Wuliangye Group said: “The Asia market beyond China will be a very important stepping stone for Wuliangye as it treads into the international market. Wuliangye attaches paramount importance to its partnership with Pernod Ricard and is confident that by working together we will expand across the Asia market.”