Fenjiu Liqueur Chocolates launched in Beijing.Photo:Courtesy of Shanxi Xinghuacun Fenjiu

The world's first crossover liqueur chocolate was officially launched by Shanxi Xinghuacun Fenjiu International Trade Limited Company at Huaxi Live, Wukeson street in Beijing from January 1 to 3, 2022. The theme of the event was "From Denmark, and the Heart is Fenjiu." 

When the fragrant and sweet Shanxi Fenjiu is infused into silky Danish chocolate, it stimulates a wonderful taste and brings out more possibilities for the brand in a creative form, giving Chinese baijiu a new path to be internationalized.

The press conference was held in a Fenjiu-themed pop-up store. With the shape of a mysterious castle in a fairy tale, the site was divided into five zones: a Fenjiu culture international communication history with a cartoon interactive zone, a Fenjiu liqueur chocolate tasting zone, a Fenjiu cocktail tasting zone, a photo shooting zone and a Fenjiu international brand exhibition zone.

The whole scene was rich in a distinctive style, and a blend of history and modernity. It brought guests a unique visual impact while also allowing them to immerse themselves in the international and cross-cultural charm of "Chinese baijiu" meeting "Danish chocolate."

Baijiu is a unique creation of Chinese people and a proud traditional culture in China. Shanxi Fenjiu, known as "the source of Chinese liquor, the origin of light aroma baijiu, and the root of Chinese liquor culture," has 6,000 years of history, 1,500 years of history as famous liquor, 1,300 years of distilled liquor history, 300 years of brand history, and 100 years as an internationally known brand. It is a representative of Chinese baijiu culture and light aroma baijiu.

Light aroma baijiu has the typical "international aroma", which is the most popular aroma type among westerners. Over the years, Fenjiu has become well known for its "international aroma," from the export of products and brands, culture and standards, continuously leading the internationalization process of Chinese baijiu.

Denmark is a famous hometown of fairy tales. Anthon Berg from Copenhagen, the "hometown of Andersen," has always been a location linked to European royalty and nobility. With an ancient history of 138 years, it is the birthplace of liqueur chocolate. Anthon Berg has a special making process for liqueur chocolate, which can maintain the purity and original flavor of the liqueur when it is directly put into chocolate.

Fenjiu Liqueur Chocolates launched in Beijing.Photo:Courtesy of Shanxi Xinghuacun Fenjiu

The meeting between Fenjiu and Anthon Berg, the origin of Danish liqueur chocolate, is a crossover cooperation between the two brands. With Fenjiu put into Anthon Berg chocolate, the fusion of the two different flavors represents the collision between Eastern and Western cultures, which is innovative and gives new forms of baijiu, showing a more unique and fresh taste. At the press conference, the media and other participants all praised the liqueur chocolate after tasting it.

Some in the industry commented that the joint cooperation between China and the West also conveyed the diversified innovation spirit, high-quality positioning and internationalization direction of Fenjiu. This kind of crossover does not mean simple trial in other industries, but to get spiritual resonance between brands, to achieve deeper resonance and to develop new boundaries of baijiu culture.

The general manager of Shanxi Xinghuacun Fenjiu International Trade Limited Company said that the internationalization of Chinese baijiu in the past is more oriented to the Chinese market. With the acceleration of internationalization, baijiu needs to be truly oriented to international markets. The launch of crossover brand products such as "Fenjiu Liqueur Chocolate" is a sign that Fenjiu is building an international market channel. In 2022, Shanxi Xinghuacun Fenjiu International Trade Limited Company will focus on the cultivation of consumer segments across international markets, realize cultural collision and brand interaction through collaboration with other excellent brands, and open a new chapter for internationalization.