Luen Heng F&B has been appointed as the official distributor of Wuliangye, a Chinese liquor brand, in Malaysia. Going global is a core strategy for Chinese spirit brands like Wuliangye to promote baijiu or Chinese distilled alcoholic beverage in the international stage.
The strong presence of the ethnic Chinese population, coupled with the increasing number of Chinese tourists and the growing overseas Chinese community, has made Southeast Asia, including Malaysia, popular markets for baijiu.
In another development, Wuliangye has recently expanded its reach into South Korea with the launch of its Wuliangye Highball. Wuliangye is known for its traditional baijiu products but we believe the new Wuliangye Highball can be an ideal product for the Malaysian market, offering a unique opportunity to increase brand awareness and consumer interest. As a premixed drink, it can also appeal to a younger demographic.
