Here’s a baijiu break for the Brits. Shanxi-based baijiu producer Fenjiu has partnered with London department store Harrods on a one-month Chinese New Year-themed afternoon tea campaign.
The menu includes China-inspired nibbles, shaped like mahjong blocks, such as “The Mandarin”, with Mandarin mousse and a compote centre, and “Mahjong”, with gunpowder tea and lime ganache.
In terms of Fenjiu, the spirit is included in an apricot jam that is served with strawberry jam, clotted cream and a scone.
There is also “The Harrods Fenjiu Signature Cocktail”, with herbal bajiu, longjing tea cordial, white wine, Italicus bergamot liqueur, pear liqueur and lemon juice. A lot of flavors going on there. All garnished with lemon and grapefruit “coin.”
I’m told the promotion budget is about USD30,000, including marketing and advertising. On top of that, about USD10,000 of Fenjiu will be used during the promotion.
This is not the first time Fenjiu and Harrods have teamed up. Earlier this year, shoppers could try sweet creations by chocolatier William Curley, including fenjiu and chocolate ganache covered in hard dark chocolate and decorated with gold accents.
Founded in 2015, World Baijiu Day is held each August 9, with events in over 60 cities so far. Follow WBD on Facebook, Twitter and Instagram. And get in touch via spirit (at) worldbaijiuday.com.
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