To further advance the global presence of Chinese baijiu culture, Cheng International, on behalf of Fenjiu International, hosted the “Chinese Baijiu Cultural Tour” from 19 to 21 August 2025, tailored for the UK’s high-end bar industry.
The delegation included six leading London bar professionals, among them Levs Surovecs — Assistant Bar Manager at China Tang, spirits judge for the International Wine & Spirit Competition (IWSC) and International Spirits Challenge (ISC), and UK brand ambassador for Fenjiu. Their visited Shanxi Xinghuacun Fenjiu Group, Fenjiu International, and Yingmin Group, where they explored first-hand insight into Fenjiu’s heritage and innovation, and engaged in discussions on new opportunities for Sino-British collaboration in the drinks and hospitality sectors.
With roots in Lüliang, Shanxi, and over 6,000 years of tradition, Fenjiu is known as the “original light-aroma style baijiu,” prized for its purity and smooth finish. Awarded a Grand Prize at the 1915 Panama-Pacific Exposition, it has long carried international acclaim. Today, through innovations such as the “Silk Road” collection and Fenjiu cocktails, Fenjiu is steadily building its presence in the UK and continental Europe, gaining wider recognition among consumers and the trade.
Sebastian Cristofanon, Bar Manager at Nightjar, observed, “Fenjiu’s refined aroma, layered flavours and smooth character set it apart from Western spirits — distinctive yet captivating.” Other delegates shared similar views, noting that Fenjiu’s sustained international efforts are steadily elevating its recognition in Western markets, laying the foundation for long-term influence.
As part of Fenjiu International’s global cultural strategy, Cheng International and Yingmin Group designed the programme to immerse guests in Fenjiu’s heritage and culture.
The tour began at Liaoning Yingmin Baijiu Group, where Ren Cai, CEO of Cheng International and Vice President of Yingmin Group, introduced the history and cultural heritage of Chinese baijiu during a tasting session. The delegates gained an initial understanding of baijiu’s development and its twelve major aroma categories, while also recognising its cultural depth and commercial potential.
Afterwards, Yingmin Group presented the six British bartenders with the “Certificate of Cultural Engagement.”
They then travelled to Shanxi Xinghuacun Fenjiu Group, where the Fenjiu Museum’s 5,000 artefacts charted the spirit’s journey from Neolithic pottery brewing to Tang-Song traditions and international recognition. At the Fenjiu Old Workshop Heritage Museum, historic wells, courtyards and traditional methods underscored its designation as a National Intangible Cultural Heritage.
The tour concluded at the distillery’s production facilities, where delegates observed core techniques such as qingzheng erciqing (double steaming) and earthen-pit fermentation, gaining first-hand insight into Fenjiu’s enduring craftsmanship.
A Fenjiu Masterclass offered further tastings and deepened the appreciation of the brand’s signature styles. Participants praised its refined characters as elegant, distinctive and unlike any Western spirit.
Beyond the visits, the delegation joined Mr Zhang Weidong, General Manager of Fenjiu International, for a deep conversation on co-creating Fenjiu cocktails and promoting them abroad. They reached positive agreements and a broad consensus on integrating Fenjiu into the global bar scene and extending its international reach.
Following the meeting, Mr Zhang Weidong, General Manager of Fenjiu International, and Deputy General Manager Mr Chang Xiao presented certificates to six British bartenders for completing the “Fenjiu Foundation Course.”. The recognition affirmed their grasp of Fenjiu’s heritage and culture, while providing a memorable experience that strengthens the brand’s base of international advocates and raises its global profile.
During the event, Zarina Guan, Chairwoman of Cheng International and President of Liaoning Yingmin Group, remarked that the tour was “not only an experiential programme, but also a sincere invitation. We hope our partners in the UK bar and hospitality industry will continue to recognise the unique value of Chinese baijiu — in its quality, culture and industry — and take this as a starting point to explore new avenues for collaborations and growth.”
She added: “Fenjiu International, Yingmin Group and Cheng International hope this initiative will serve as a pioneering model, encouraging more international consumers to engage with and experience baijiu first-hand, helping to embed it more firmly in the global spirits market and extend its international reach.”
Zarina Guan’s remarks were echoed by the delegates. Vijay Shantaram Sanas, General Manager of Hutong London, described the natural earthen-pit fermentation as “unlike anything in Western spirits — almost alive in character, giving Fenjiu its unique identity.”
Ignacio Grimaldi Alcina, Bar Manager of Booking Office 1869, said the visit had inspired him to create two new Fenjiu cocktails, which he plans to introduce to London consumers.
Other delegates also expressed strong enthusiasm for future cooperation, voicing their readiness to take an active role in Fenjiu’s international promotion and innovation.
