Colorful used Baijiu bottles are strung together to form part of a wall at the entrance of a house in Mentougou district in suburban Beijing. Photo: VCG

Qinghai Spring Medicinal Resources Technology Co, a Chinese health product company recently famous for the selling the most expensive baijiu (white spirit) in China, has drawn the attention of netizens for its cooperation with two Nobel laureate scientists, including Ferid Murad, whose research led to the development of Viagra.

Claiming some fame for selling its Tinghua baijiu at 58,600 yuan ($8,671.91) a bottle, the most pricy spirit available in the Chinese mainland market, Qinghai Spring announced on Thursday that it is hiring two Nobel laureates - Ferid Murad, known for his study on nitric oxide and biochemist and biophysicist Arieh Warshel - as the company's top scientists.

Murad's study has led to the making of Viagra, the famous erectile dysfunction drug, which works by increasing the effects of nitric oxide in the blood vessels of the penis. 

At the capacity's of Qinghai Spring's top scientist, Murad would advise the company about research with nitric oxide, cyclic guanosine monophosphate and alcohol in future experiments, according to the company. 

Warshel, who won the 2013 Nobel Prize for "the development of multiscale models for complex chemical systems," is tasked with apply scientific findings into product and technology development at the company including the improvement of the product's taste.

As the news fermented on Chinese social media over the weekend, some netizens questioned if the hiring move by the company is a marketing gimmick.

China has a massive spirit industry and a deep drinking culture. Fresh data from China Alcoholic Drinks Association last week showed that the country's baijiu distillers sold 603.34 billion yuan worth of baijiu in 2021 and made 170.19 billion yuan in profit, up 18.6 percent and 32.95 percent year-on-year, respectively.

Leading brands such as Kweichow Moutai Co has a market capitalization of over 2.4 trillion yuan as one of the top leading companies among the 4,500 companies listed at the A-share market.

Qinghai Spring's market capitalization was 7.76 billion yuan as of Friday, when the company's share fell by the daily limit of 10 percent to 13.22 yuan per share.

However, there are also voices providing support for the joining of hands between Nobel laureates and domestic spirit maker, which seems to be a national first.

Domestic financial news portal yicai.com reported that it is a growing trend for consumption area companies to incorporate with more elements of health and science, citing unnamed experts.

Besides baijiu, Qinghai Spring also makes and merchandise Chinese caterpillar fungus (Ophiocordyceps sinensis) and Chinese herbal tea.