Event held in Shikumen Restaurant
Location: Shepherd's Bush Pavilion, 58 Shepherd's Bush Grn, London W12 8QE
Organised by Jazz Trading (London) Ltd
Promotion period: 26th-28th July and 1st--3rd August 2024
The ever so popular baijiu brand Fenjiu has made another comeback with a second season of 'Summer with Fenjiu'!
Have you ever tried or heard of cocktail mixed with Chinese Fenjiu? Cocktails have long been a staple of Western culture. The typical cocktail often features a base of vodka, Jägermeister, or other Western spirits, mixed with syrups and fruit flavors. Meanwhile, Chinese Fenjiu is traditionally enjoyed on its own, accompanied by Chinese appetizers. However, the fusion of Eastern spirits with classic Western cocktails is a rare and intriguing concept. For many British alcohol enthusiasts, this combination is a novel experience. This summer, Jazz Trading London, the UK's largest distributor, teamed up with the renowned oriental restaurant Shikumen to host the "Summer with Fenjiu" event in London. This event aimed to give more consumers the chance to taste unique and unconventional cocktails.
The "Summer with Fenjiu" event adopted both online and offline marketing strategies. Promotions were spread through social media platforms such as Xiaohongshu, WeChat, and Instagram. Famous influencers, scholars from top-ranking universities, elites in Finance , sommeliers, bartenders, alcohol merchants, and various media representatives were invited to this event, gathering around 300 participants. This grand occasion attracted significant attention from alcohol enthusiasts.
During the events, Jazz Trading London showcased the history, cultural background, and brewing techniques of Fenjiu. More importantly, they presented the main attraction of the event - two unique Fenjiu cocktails co-developed with Shikumen. The Bamboo Mojito, made with Fenjiu, Zhuyèqīng, mint leaves, lime, and soda water, and the Lychee Blossom, featuring Fenjiu, Qinghua 30 Revival Edition, strawberry syrup, lemon juice, and lychee juice, were introduced. The appearance of these light pink and green Fenjiu cocktails enlivened the atmosphere and brought the event to a high point.
One attendee remarked, "Very, very strong and sweet, really nice. Fenjiu mixed with cocktails is truly special - clear, pure, and very flavoursome. This experience inspired me to use Fenjiu in my own cocktails." Clearly, both recipes received high praise and were well-loved by the participants. They believed that combining Fenjiu with cocktails created a melting-in-the-mouth effect, which was particularly attractive to young alcohol enthusiasts. This also made consumers more eager to try pure Fenjiu. Additionally, some Chinese consumers felt that the high-quality Chinese Fenjiu had a distinctive and vivid taste that paired perfectly with Chinese cuisine. Moreover, some consumers who were previously unfamiliar with Chinese Baijiu developed a significant acceptance of Fenjiu after tasting the cocktails. They also expressed great interest in the cultural background and brewing techniques of Fenjiu.
The response to this event exceeded our expectations. It not only showcased the product diversity and historical culture of Fenjiu but also amazed and delighted consumers with this new combination. The event allowed the brand story and cultural heritage of Fenjiu to gain broader recognition, opening new markets in the UK. To facilitate interaction among Chinese Fenjiu enthusiasts, we created groups on different social platforms after the event. This allows those who couldn't attend in person to learn about Fenjiu and inquire about purchasing it.
The success of the "Summer with Fenjiu" event marks a new adventure in our brand promotion. We have gained more Fenjiu enthusiasts and expanded Fenjiu's market among young people in the UK. The feedback from this event shows that combining Fenjiu with cocktails not only makes it easier for consumers to accept Fenjiu but also inspires them to try pure Fenjiu. In future promotional activities, we will further promote the combination of Fenjiu and cocktails. Additionally, we plan to collaborate with more oriental bars and professionals to continue showcasing the unique charm of Fenjiu, enhancing its brand influence in the UK.
If you love to know more about Fenjiu, you can contact us Jazz Trading (London) Ltd.
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