Fenjiu International and Cheng International have long strived to cultivate the international recognition and appreciation of Chinese baijiu. Built around Fenjiu’s brand narrative and cultural strategy, the 2025 Chinese Baijiu Cultural Tour created a platform for industry dialogue between China and Europe, offering fresh perspectives on baijiu’s global development.
The delegation included seven leading figures from British media and the spirits industry: Nicola Carruthers, Deputy Editor of The Spirits Business; Oliver John Dodd, Editor of Drinks International, alongside Events Manager Jillian Bullock; IWSC spirits judge and educator Marie Foong Mei Cheong-Thong; Louise Mary Phillips, PR and Editor at Phillips-Hill Wine; Neil Julian Phillips, Editor-in-Chief of The Wine Tipster and wine and sparkling wine educator; and Robert John Bellinger, Editor at The Buyer.
The journey began in Xinghuacun, Shanxi, Fenjiu’s core production site.
At the Fenjiu Museum, guests explored the long history of Chinese spirit culture, from early ceramic drinking vessels to Fenjiu’s key moments on the international stage. Exhibits and timelines together traced the brand’s development across centuries.
At the Fenjiu Tasting Centre, professional tasters guided the group through several classic expressions, introducing traditional tasting methods alongside the cultural context behind baijiu consumption.
The visit continued at China Fenjiu City, the country’s largest base for light-aroma baijiu, offering insight into Fenjiu’s modern industrial structure.
At the Fenjiu Old Workshop Heritage Museum, preserved courtyards, historic tools and reconstructed fermentation scenes highlighted Fenjiu’s status as a nationally recognised Intangible Cultural Heritage spirit, while on-site observation and questions deepened guests’ understanding of its enduring link between tradition and industry.
On the second day, Cheng International hosted a Fenjiu Masterclass, where structured presentations and guided tastings offered participants a clearer understanding of Fenjiu’s cultural background and tasting approach. The session was focused yet open, with guests sharing considered views on Fenjiu’s clean, elegant flavour profile.
Zhang Yongyong, Deputy General Manager of Fenjiu Group and Chairman of Fenjiu Sales, and Xiangli Baobao, Chairman and General Manager of Fenjiu International, attended the session and discussed the strategic direction of Chinese baijiu’s international development with the delegation.
Following the masterclass, participants completed a baijiu knowledge assessment. Those who passed received a Fenjiu Foundation Course certificate, marking a formal close to the learning programme.
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