From 20 to 22 June 2025, Cheng International made a Fenjiu debut at the 18th Cheltenham Food & Drink Festival through Baijiu Masterclasses on three consecutive days.
Founded in 2008, the Cheltenham Food & Drink Festival celebrates local cuisine and attracts leading brands from across the UK, being one of Britain’s most anticipated summer festivals—regularly spotlighted by publications including The Telegraph and Country Life.
As the first Chinese baijiu brand to appear at the festival, Fenjiu’s presence reflected its rising influence on the international stage. Cheng International hosted daily masterclasses, engaging British consumers with baijiu’s flavours, pairings, and cultural background.
The three-day masterclasses were fully booked, with many more visitors dropping in to listen and engage. The insightful and engaging sessions drew enthusiastic attention from local attendees, earning rounds of applause and cheerful laughter.
To complement the tasting sessions, Cheng International introduced two original Fenjiu cocktails, inviting guests to experience the spirit in a more familiar format, while retaining its unique aromatics and character.
The cocktails left a strong impression on the festival goers. Many attendees from outside London noted that, despite their first time tasting Baijiu, they were impressed by its depth of flavour and adaptability. “Delicious” became the word of the day among guests.
