5th August, 2020 by Melita Kiely
US-based 375 Park Avenue Spirits, a division of the Sazerac Company, has signed an agreement with Ming River Sichuan Baijiu to import the brand into the States.
375 Park Avenue Spirits will begin importing Ming River to the US from 1 October 2020 and will be responsible for all sales and operational functions of Ming River, with support from Sazerac’s Bond and Royal craft division. The company will also support Ming River’s marketing drive.
Jason Schladenhauffen, president and CEO of 375 Park Avenue Spirits, said: “Baijiu is the largest spirits category in the world, over twice the size of vodka, and while most of that volume is centred in Asia, the United States is now the fourth largest country in the world and poised to possibly overtake the number three position by year end.
“We believe this category has just begun its ascension in the US and given Luzhou Laojiao’s international stronghold, [we] feel confident we’ve found the perfect strategic partner to collaborate with in our endeavour to unlock that untapped potential.”
Ming River was established in 2018 as an international partnership with Luzhou Laojiao, China’s oldest distillery.
Ming River initially launched in New York and Berlin, before expanding to additional markets in Europe and North America, such as California, Illinois, Italy and France.
William Isler, Ming River CEO, said: “Baijiu has long been the world’s best-selling spirits category based on its popularity in China.
“Our new partnership will now go a long way toward cementing baijiu’s growing position on the international stage.”