Yanghe Distillery owns the Yanghe and Shuanggou baijiu brands, which have over 1,300 years of history dating back to the Ming Dynasty. It has an established position in the country as one of the largest local baijiu companies.
Baijiu as a category of spirits is known for its high alcohol by volume (ABV) and often strong flavor, but Yanghe has gained fame for its distinctive mild flavor, described as smoother, softer and more pleasant compared to the intensity of regular baijiu.
Yanghe is able to guarantee this mild flavor in our products thanks to the natural conditions in our distillery, – said Veronica Wang, head of the international business department at Yanghe FoodNavigator-Asia.
Our water source is located in a unique place where the waters of the Huaihe River, Yellow River, Grand Canal, Hongze Lake and Luoma Wetland meet, which has a naturally sweet quality.
The surrounding soil also contains a wide range of microorganisms that enter the water and catalyze the production of our alcohol, resulting in a full-bodied and fragrant product with a characteristic mild and pungent taste.
The company also uses base alcohol stored in underground cellars to produce baijiu, which is said to date back centuries and uses traditional artisanal distillation techniques to control flavor and production.
We currently have a product range aimed at both the premium and mid-range markets, for high-end consumers, this is the Dream Blue range, with an emphasis on packaging and taste, aimed at the premium palate, she said.
While for mid-range consumers we have Yanghe Spirit Classic Sky Blue and Ocean Blue, the former aged for over six years and the latter for three years, this range is our current best seller in China and we hold market leadership over other baijiu sold in the same price range.
Under the Shuanggou brand, we also have a Sujiu line that is more focused on sustainability and eco-friendliness in line with current trends, named Mellow Sujiu, which is the first green, healthier and eco-friendly organic Baijiu in the alcohol industry, for which we have already obtained the necessary ecological certificate.
The term healthier was added because it includes a complete ecosystem of functional microorganisms that enriches our ancient basement pool where we store raw materials, so that this product transports molecules and healthy functional substances, which gives it an advantage over other baijiu.
Baijiu for everyone
Wang emphasized that with these baijiu ranges and others that leverage the distillery’s signature smooth flavor, there is huge market potential to be explored outside of China, regardless of the market’s primary alcohol-consuming demographic.
We have a strong presence in China, but markets such as Thailand, Singapore, Southeast Asia and India are also very interesting for us strategically due to the potential in terms of population strength and consumer interest, she added.
There has always been a perception in many markets that baijiu is either too strong or too expensive for the average consumer to consider it a drink, so we want to dispel this misconception with our range of products.
There is now a baijiu to suit every consumer, regardless of their budget, and even one that meets their ideology in terms of sustainability, so we hope that with these products we will become the Chinese baijiu in even wider markets.
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