In an effort to increase sales in the China market, Bacardi has developed a liquor distilled with green tea leaves called Tang. Bacardi is aiming to crack the lucrative Chinese market, which is dominated by the country's native Baijiu, a liquor distilled with sorghum, a kernel-yielding stalk.
Tang will carry a considerably high price point at $250 per bottle and Bacardi will kick off it's production with a small batch of only 2,000 bottles. Being produced in France, Tang was developed over four years, which was spent tweaking the process and determining a method of production that overcame the absence of simple sugars in the green tea leaves.
The innovative product is an investment in the market by Bacardi and it will be interesting to see how the product in received by China's consumers.
Tea-Distilled Liquors
Bacardi Has Introduced a Green Tea-Infused Booze in China
Trend Themes
1. Green Tea-infused Liquors - The trend of infusing liquors with green tea leaves presents opportunities for brands to tap into the health-conscious and premium alcohol markets.
2. Cracking the Chinese Liquor Market - The trend of introducing unique and high-end liquors, like Bacardi's Tang, into the Chinese market offers disruptive innovation opportunities for international alcohol brands.
3. Innovative Distillation Processes - The trend of developing new distillation methods, such as overcoming the absence of simple sugars in green tea leaves, presents opportunities for liquor producers to create unique and flavorful spirits.
Industry Implications
1. Alcohol - The alcohol industry can capitalize on the trend of infusing liquors with novel ingredients, like green tea leaves, to attract diverse consumer preferences.
2. Beverage - The beverage industry can leverage the trend of introducing premium and unique liquors, such as Bacardi's Tang, to appeal to adventurous and affluent consumers.
3. International Trade - The international trade industry can explore opportunities created by the trend of exporting innovative liquors, like Tang, to the lucrative Chinese market dominated by domestic spirits.