FRANCE’S PERNOD RICARD AND CHINA’S WULIANGYE TO BECOME PARTNERS IN ASIA
By Siulan Law Mathews DipWSET
French wine and spirits giant Pernod Ricard has forged a strategic partnership with China’s leading baijiu producer Wuliangye to capitalise on shared resources to expand to Asian markets.
In a memorandum of understanding signed between Pernod Ricard and Wuliangye International (HK) in Yibin city in Chinese province of Sichuan, the two sides agreed to collaborate on boosting infrastructure and developing regional sales channels.
The two side will start from Southeast Asia, with potential expansion to other other markets in Asia outside of China.
Sichuan-based Wuliangye is increasingly looking to expand the availability of its baijiu spirits overseas.
“We are excited to form a new strategic partnership with a respected baijiu leader, Wuliangye, and embark a new adventure together,” said Philippe Guettat, CEO of Pernod Ricard Asia.
“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.”
Li Shuguang, 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,” Li added.
In September, Pernod Ricard announced that it will invest USD150million to build a malt whisky distillery in Sichuan’s tourist destination Emeishan.
Currently, Pernod Ricard’s brands are distributed in more than 160 markets worldwide.
(the writer can be contacted at: firstname.lastname@example.org)
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