Yiqing ups white liquor play for heady growth

Beijing Yiqing Holding Co Ltd, a time-honored State-owned enterprise that manages beverage brand Beibingyang and snack business Yili, is increasing its investment in the white liquor sector where it sees strong momentum in development and expects new growth points.

"Chinese food and beverage brands will enter a period of great development this year. Yiqing will actively tap the trend and step up efforts to raise the market competitiveness of its traditional Chinese white liquor, or Baijiu, business. The goal is to make the company one of China's top liquor brands in five to 10 years," said Liu Liqing, general manager of Beijing Capital Liquors, a subsidiary of Beijing Yiqing.

In July last year, Beijing Capital Liquors founded China Liquors (Guizhou Renhuai) Co Ltd in Renhuai, Guizhou province, marking its move into the high-end white liquor industry. Guizhou is home to many well-known white liquor brands such as Kweichow Moutai and Guizhou Xijiu.