White liquor producer exhibits goods in Berlin

Xinghuacun Fenjiu Group, a renowned white liquor manufacturer based in the city of Fenyang in Shanxi province, exhibited its products at a high-end industrial show in Berlin, Germany, in October, as it undertook a significant move for its globalization.

At the Bar Convent Berlin, an exhibition for the bar and alcoholic beverage industries opening on Oct 10, Xinghuacun Fenjiu displayed six varieties of liquor tailored to international customers.

The pavilion of the company was fitted with remarkable Chinese elements, including the colors of blue and white that are commonly seen on the porcelain bottles containing Chinese liquor. The style attracted the attention of many visitors, said Xinghuacun Fenjiu executives present at the show.

The company's executives also shared with visitors and buyers the long history and rich cultural influences of the company's products.

They said China has an alcoholic beverage production history of about 6,000 years. That is according to an archaeological discovery made at the site where today's Xinghuacun Fenjiu is located. The discovery might prove that Xinghuacun township in the Shanxi city of Fenyang, where Xinghuacun Fenjiu has its headquarters, was the source of China's alcoholic beverage industry.

Wearing ancient Chinese costumes, the service people from Xinghuacun Fenjiu showed how the liquor was served in ancient China. They displayed a full set of rituals relating to bottle-opening, mixing and tasting, arousing the interest of many visitors at the show.

Xinghuacun Fenjiu's executives said the exhibition helped the company get closer to international customers, especially those in Europe. Its exhibition in Berlin is part of the company's globalization efforts.

Xinghuacun Fenjiu is among the top three exporters in China's white liquor industry, said Yuan Maoqing, board chairman of the company.

To date, Xinghuacun Fenjiu's products have been sold to more than 60 countries and regions, through its 50-plus overseas dealers and more than 9,000 outlets in foreign countries.

Li Shu contributed to this story.

Visitors pose for a picture in front of the Xinghuacun Fenjiu showroom. WEN ZHAOYAN/FOR CHINA DAILY