Methodology:
Focus Group China conducted extensive market and industry research among consumers, business leaders in producer and distributor companies and senior government officials. The result of this research was the identification of several key opportunities within the baijiu category. As the project moved forward DDMA Business Consulting held direct negotiations with over 20 leading baijiu producers. From this process three potential partners were identified. Negotiations progressed with one key company and a joint venture was formed in 2007. In addition, two new baijiu brands were developed, and are the property of the joint venture. The first of these is a super-premium baijiu that has won awards for taste and design. The second is a completely new type of baijiu for young drinkers.