Chinese delegation hopes white spirit will catch on in Israel

The focal point of the visit of the delegations from Yibin County in Sichuan and the Wuliangye Group was a gala event held on August 2 at the Andromeda House in Jaffa.

By GABRIEL SMITH
Updated: AUGUST 6, 2017 21:39
FROM LEFT, the chairman of Wuliangye, Li Shuguang; the mayor of Yibin, Du Ziping; and Ohad Cohen, trade commissioner and director of Israel’s Foreign Trade Administration in the Ministry of Economy and Industry. (photo credit: AVI HAYOUN)
FROM LEFT, the chairman of Wuliangye, Li Shuguang; the mayor of Yibin, Du Ziping; and Ohad Cohen, trade commissioner and director of Israel’s Foreign Trade Administration in the Ministry of Economy and Industry.
(photo credit: AVI HAYOUN)
Will Wuliangye Baijiu, a Chinese white spirit alcoholic beverage made from grain, become popular in Israel? According to the Wuliangye Group, which produces the liquor, whose executives were part of a high-level delegation that visited Israel over the past week, it definitely will.
“Israel is historically one of the origins of wine globally, Wuliangye Group Chairman Li Shuguang told The Jerusalem Post.
“In recent years, we have had wider and stronger economic cooperation between China and Israel. The friendship and mutual respect between the two nations has been ongoing for centuries. So much so that today China is Israel’s biggest economic partner in Asia.”
The focal point of the visit of the delegations from Yibin County in Sichuan and the Wuliangye Group was a gala event held on August 2 at the Andromeda House in Jaffa.
The event included cocktails made with Wuliangye Baijiu as well as speeches by various members of the Chinese delegation.
The event was well attended by managers of leading companies in the Israeli business sector and Israeli consulate members from Chengdu.
Wuliangye is China’s largest producer of Baijiu and is considered one of China’s most valuable national brands, with a market value of $30 billion and an annual revenue approaching $10 billion.
The delegation came to Israel to identify business opportunities, establish cooperative ventures and potentially invest in Israeli businesses from sectors close to their own. The group is particularly interested in introducing their brand to Israel.
Chairman Mr. Li Shuguang explained that “Wuliangye is considered the water of life in China and we hope to introduce this water of life to Israel.”
He further stated, “We hope it is a mutual process and we hope to bring Israeli wines to Chinese consumers.” China is the world’s third largest growing wine market.
The delegation met with a range of business executives including Idan Ofer and leaders of the Israeli Drinks and Food & Beverage sector. It also visited well-known wineries in the country such as Barkan and Psagot, and met with Jacques Beer the CEO of Tempo Beverages Ltd. which is Barkan’s holding company.
“There is a high possibility of mutual teaching of various unique brewing techniques between the countries in regard to both Baijiu (Chinese white spirit) and in the production of various wines,” Li said.
“When it comes to wine production, we acknowledge that Israel is the top in the world with regard to management and technology. These two aspects are what Chinese companies would like to develop and learn from the Israelis.”
Since Li Shuguang became the chairman of Wuliangye earlier this year, he has put an emphasis on growing the company not only locally in China but also internationally.
“I want to take the company abroad, like here in Israel and grow the company amongst international consumers,” he said.
“We hope that the world starts learning about Chinese culture and begins to embrace Wuliangye in a similar way to how the Chinese people have embraced the brand. I hope the relationship between Israel and China goes from strength to strength.”