375 Park Avenue Spirits (Sazerac) said it agreed to act at the U.S. importer for Ming River, a product of China’s oldest distillery, Luzhou Laojiao.
Along with Sazerac Co.’s Bond & Royal craft division, 375 will assume responsibility for all sales and operational functions and will support Ming River’s marketing efforts.
“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 was created in 2018 as an international partnership with China’s oldest distillery, Luzhou Laojiao