Tasting event exhibits unique flavors of Fenjiu

Xinghuacun Fenjiu, a renowned white liquor producer based in the Shanxi city of Fenyang, hosted a tasting event in the Canadian city of Toronto on July 18, giving guests an opportunity to taste the new Fenjiu-branded white liquor, or baijiu, varieties prior to their launch into the local market.

More than 60 guests, including local politicians, business leaders and residents, attended the event.

Many guests said they were impressed with the unique taste of Fenjiu liquor and the cultural significance of baijiu from Shanxi after they were told its long history.

Local archaeological discoveries show that the production of the alcoholic beverage in the township of Xinghuacun in the Shanxi city of Fenyang, where Xinghuacun Fenjiu is based, dates back more than 6,000 years. A weaving-spindle-shaped bottle, containing alcoholic beverage remains from that period, was discovered in the past century and is now exhibited in the museum of the company, representing material evidence of its long history.

Because of the discoveries, researchers said Xinghuacun might be the origin of China's alcoholic beverage industry.

Xinghuacun Fenjiu is one of the pioneering baijiu companies of China to go global.

After it won a gold prize at the Panama Pacific International Exposition in San Francisco, the United States, in 1915, Fenjiu-branded white liquor began to attract the attention of international buyers. Since then, several Fenjiu brands, including Fenjiu and Zhuyeqing, have become popular in overseas markets. The brands were first sold to Southeast Asia and East Asia and then to Europe and the Americas.

Fenjiu-branded liquor made its market debut in Canada in 1997. It first won popularity in the Canadian-Chinese community and was gradually accepted by others in the following years.

A highlight of the tasting event is a charity donation for a local children's hospital, showing Xinghuacun Fenjiu's efforts to integrate with the local community.

In addition to Xinghuacun Fenjiu, the Shanghai Chamber of Commerce in Toronto－the company's partner for this event－and guests on the site donated money to the hospital via a local charity organization.

To date, Xinghuacun Fenjiu has developed presence in more than 200 cities in 80-plus foreign countries. Its recent overseas marketing campaigns including experience events in the French province of Seine-Saint-Denis in early July and in the Spanish city of Valencia in late June.