Hite Jinro, 3 types of Chinese premium baijiu ‘Sujeongbang’ distributed domestically < Distribution < Article

HiteJinro (CEO Kim In-gyu) announced on the 23rd that it will be in charge of domestic distribution of three types of Chinese premium baijiu ‘Sujeongbang’.

Sujeongbang is the oldest distillery in the world, built 600 years ago. In 1998, it was discovered on the banks of the Jinjiang River in Chengdu, with the ancient facilities still intact, and was designated as a ‘national key cultural relic’ of China. It was also listed in the Guinness Book of World Records as the oldest distillery in the world. It was also the first baijiu company to receive official recognition from the Chinese government.

Hite Jinro is in charge of domestic distribution of Sujeongbang and will attach a new ‘authentication anti-counterfeiting sticker’ to all products from the production stage. This is an effort to resolve consumer distrust of non-genuine Chinese baijiu and is expected to contribute to increased sales.

The products being distributed this time are a total of three types: ‘Sujeongbang Wellbay’, ‘Sujeongbang Red Fortune’, and ‘Sujeongbang No. 8’.

‘Sujeongbang Wellbay’ is a product that embodies the highest quality baijiu that has been passed down since the late Yuan Dynasty, and is named after the well where the Sujeongbang distillery was built 600 years ago.

‘Sujeongbang Red Fortune’ is a name that wishes customers good luck, and its red and gold design adds meaning to it. It is particularly characterized by its smooth taste.

‘Sujeongbang No. 8’ is a product brewed with meticulous current technology by cultivating the No. 8 yeast strain discovered during a brewery renovation. It is a representative Sujeongbang entry-level product with a clean taste that can be comfortably consumed.

All three products have an alcohol content of 52% and are available in 500ml bottles. They will be sold at major hypermarkets, liquor stores, department stores, and high-end Chinese restaurants nationwide.

HiteJinro Managing Director Yoo Tae-young said, “As we began distributing Sujeongbang, we worked hard to discuss with the Chinese headquarters to enable the introduction of an ‘authentication anti-counterfeiting sticker.’ I believe this will be an opportunity for consumers to trust and purchase Sujeongbang, a premium white liquor from an authentic brewery.”