Baijiu wins over the Indian beverage market
The liquor distribution company of Bombay, Vbev, introduces baijiu in the country, the most sold alcohol in the world.
Vbev together with Chinese premium baijiu brand Jiangxiaobai partnered to introduce the sorghum-based drink to the Indian market. The baijiu had been used in cocktails by national bartenders looking for an alternative to create more versatile drinks.
Therefore, Vbev together with Jianxiaobai launched JXB Pure with 40% alcohol by volume. It is a perfect spirit to create cocktails according to the preferences of the Indians. A light and mild variant in flavour with citrus and green apple notes. Their representatives explain that JXB is very versatile, and although the brand is jovial it caters to all age groups of spirits consumers.
“The cocktail culture in India is evolving rapidly and so is the knowledge and awareness of bartenders. We want to build the baijiu category here and our desire for our JXB brand to be present in 24 markets globally, with India as its newest addition“. Says Zoe Fu, international business center director for Jianxiaobai.
The baijiu market is expected to grow over the next six years at a compound annual growth rate of 6.9%, according to IndustryARC.
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