Ming River Sichuan Baijiu is coming to the United States thanks to a new partnership with 375 Park Avenue Spirits. The U.S. sales and marketing company, which is a division of the Sazerac company, will act as the U.S. importer for Ming River beginning October 1, 2020.
Ming River was created in 2018 as an international partnership with China’s oldest distillery, Luzhou Laojiao. The brand’s goal is to share traditional Chinese distilled spirits with the wider international community.
Since initially launching in New York and Berlin, Ming River has entered various markets in Europe and North America, including California, Illinois, Italy, and France. In order to continue its expansion, the company partnered with 375 Park Avenues Spirits, which has extensive experience brining lesser-known categories, such as Yeni Raki and Novo Fogo Cachaça
“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,” says Ming River CEO William Isler. “Sazerac is the perfect partner for growing the baijiu category in the United States, and we are most fortunate to be working with a team whose priorities align so well with our own.”
“We’re incredibly honored and excited about the opportunity to partner with Ming River in the U.S. Baijiu is the largest Spirits category in the world, over twice the size of Vodka, and while most of that volume is centered in Asia, the United States is now the 4th largest country in the world and poised to possibly overtake the #3 position by year end,” said Jason Schladenhauffen, president and CEO of 375 Park Avenue Spirits. “We believe this category has just begun its ascension in the U.S. and given Luzhou Laojiao’s international stronghold, feel confident we’ve found the perfect strategic partner to collaborate with in our endeavour to unlock that untapped potential.”
Ming River will be available from 375 Park Avenue Spirits beginning on October 1st, 2020. Ming River Sichuan Baijiu will be available in both 750ml and 50ml.
Other brands under 375 Park Avenue Spirits umbrella include Ballantine’s and Scapegrace Gin.
