In London’s most delightful season, Cheng International’s 2024 Baijiu journey kicked off at Regent’s Park during this year's Taste of London.
Over the five days of this renowned festival, Cheng International teamed up with London Chinatown's Dumplings Legend to showcase Fenjiu paired with gourmet dishes like truffle soup dumplings to thousands of London foodies.
2024 saw the birth of our very first Baijiu Cocktails Series. The five-month event brought Fenjiu, Wuliangye, GuYueLongShan to seven unique London bars.
From Dalston’s indie hideouts to Soho’s boutique hotel bars, from Mayfair’s luxury lounges to Hutong restaurant in The Shard, bartenders infused these iconic spirits into their bespoke creations, delivering a never before tasted flavour sensation.
Many of these creations became instant classics and stayed on the menus of these beloved bars beyond the run of the Baijiu Cocktails Series.
The absolute highlight of the series was the VIP Tasting Evening at China Tang in Mayfair's The Dorchester on July 24, where the mastermind behind our collaboration, Leo Surovec, crafted three Fenjiu cocktails. These drinks wowed London's hospitality experts and insiders, making the event the pinnacle of this adventurous series.
Following our 2023 debut, we made a second appearance with Fenjiu at the 2024 edition of Cocktails in the City in collaboration with the Michelin-winning Park Chinois from London Mayfair. With two new Fenjiu cocktails, we captivated the hearts of thousands of attendees with the unique Fenjiu glamour.
This year's Cocktails in the City coincided with World Baijiu Day. To celebrate, we hosted a series of public facing Baijiu Masterclass. Our Managing Director, Qiqi Chen, showcased Baijiu's craftsmanship and cultural significance to all attendees across three days, further expanding its influence in the UK.
Autumn brought a creative culinary crossover as Cheng International partnered with Ruchira’s Table to debut the Fenjiu Dinner Club.
At the chef's table style dinner was a six-course menu, paired with three custom Fenjiu cocktails, all tied together by a Shakespearean theme. Connoisseurs and industry leaders alike were delighted, offering rave reviews for the dinner club's sensory artistry.
To close the year, Cheng International hosted a Fenjiu Masterclass dinner in London Paddington, featuring our iconic Qinghua Fenjiu 30YO 53%. Industry friends and partnets joined to explore its rich heritage, expert craftsmanship, and cutting-edge tasting techniques, exchanging ideas on Baijiu’s potential in the UK.
