China’s oldest liquor brand enters Malaysian distribution

A variety of Wuliangye products were served to guests at the event.

PAIRINGS of Chinese liquer (baijiu) with cocktails, ice-cream and coffee piqued taste buds at EQ Kuala Lumpur, where it was announced that Malaysia would finally have a local distributor for Wuliangye.

Tracing its history back to the Ming Dynasty (1368-1644), China’s oldest liquor brand is making its mark on the global market.To ensure that Wuliangye’s products reach a broader consumer base, the Sichuan province winery appointed Luen Heng F&B Sdn Bhd as its official partner in Malaysia.

Guests at the launch of Wuliangye baijiu’s entry into the local market were treated to captivating Chinese cultural performances showcasing traditional music instruments, a Sichuan face-changing act, and calligraphy.

Baijiu cocktail to show the liquer’s flavour potential.

They also had a chance to exchange views about the brand’s future development in Malaysia with Wuliangye representative Xiong Shaodong.

Luen Heng F&B managing director Datuk Kenneth Soh said, “We are honoured to become Wuliangye’s official distributor in Malaysia.

“We believe that with Wuliangye’s exceptional quality and rich cultural heritage, we can work together to explore a vast market.”