Baijiu

Soju Category Leader Eyes Southeast Asian Expansion With AFF Suzuki Cup

November 12, 2020

Jinro - the leading maker of soju, the South Korean rice wine akin to China's baijiu…

Baijiu Brand JNC Partners Manchester City

June 1, 2019

Premier League champions Manchester City have entered into a ground-breaking multi-year partnership with Chinese spirits brand JNC.

Popular Baijiu Brand Signals Global Ambitions With Aussie Open Deal

October 11, 2018

Popular Chinese baijiu brand Luzhou Laojiao has scored a blockbuster deal as an associate sponsor with the Australian Open for the next five years.

Pernod Ricard Raises Its China Sponsorship Game

June 15, 2018

French spirits behemoth Pernod Ricard is targeting millennials in a bid to boost its share of China’s US$156b alcohol market.

Popular Baijiu Brand Targets Affluents Via Chinese MMA

April 25, 2017

Kunlun Fight, one of the most recognised combat sports start-ups in China, has secured an official alcohol sponsorship deal with the Moutai Group.

Baijiu Overtakes Whisky in Global Brand Value; a New Sponsorship Contender?

March 23, 2017

Baijiu, the potent Chinese alcoholic liquor, has overtaken Whisky to become the world’s most valuable spirit. It's a fiery force within the Asian Sponsorship landscape as well. But…

Chinese Baijiu Brand Finesses Into UK Market Using Classical Music

March 2, 2015

Chinese baiju (grain based spirit) brand Wuliangye has sealed a five-year USD750k sponsorship deal with the Philharmonia Orchestra (UK).

Xiaomi Pumps In US$1 Billion For Content Creation

November 7, 2014

Chinese smart mobile manufacturer Xiaomi, the world’s third largest brand, will invest US$1 billion in the development of TV and video content for its rapidly growing consumer market.