baijiu shelf

Pernod Ricard and Wuliangye team up to strengthen spirits in Asia

The alliance between Pernod Ricard and Wuliangye aims at a growth in spirits of both in the regional distribution network.

Pernod Ricard and Wuliangye will work on a “strategic partnership”. Wuliangye is one of the leading producers of baijiu in China (+31% net profit year on year). Pernod Ricard is well known for being the second largest spirits group after Diageo. In Asia, 10% of sales are made.

Through this alliance, not only will Wuliangye strengthen its distribution in Asia thanks to this partnership with Pernod Ricard. Instead, the spirits of both groups will benefit on a reciprocal basis following the agreement signed by both companies. Pernod Ricard will help to market Wuliangye’s baijiu brand internationally and Pernod Ricard will see its sector grow in Asia, especially China, its second market.

Both Pernod Ricard and Wuliangye enjoy exceptional figures in the spirits industry. In the first half of 2019, baijiu’s Chinese brand had a turnover of 3.5 billion euros, the equivalent of +27% in one year.


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