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Bacardi targets China's online retail with JD.com tie-up

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Bacardi has lined up JD.com as its online retail partner in China.

Bacardi has tied up with JD.com in Chinas online retail channel

Bacardi has tied up with JD.com in China's online retail channel

The company confirmed that it has signed a memorandum of understanding with JD.com, securing "strategic cooperation" with the e-tailer to develop Bacardi's online business in the country. JD.com, which Bacardi claims is the largest e-commerce company in value terms in China, will handle the group's spirits and sparkling wine brands.

Particulars of the deal, hailed as a "milestone" in Bacardi's online sales strategy in China, were not disclosed.

Paul Chin, CEO of Bacardi Greater China, North Asia & Oceania, said: "As we adapt to the changing consumption patterns in the China market with JD.com, we intend to jointly grow the Bacardi business in the e-commerce channel, thus creating a more convenient and trustworthy shopping experience for Chinese consumers for premium spirits."

Wang Zhiqiang, GM of liquor sales in JD.com's consumer goods division, added: "As JD.com actively promotes the imported spirit culture, Bacardi's rich product portfolio and global cocktail brand assets will provide its consumers with an excellent one-stop shopping experience."

Earlier this week, Bacardi unveiled Martini Smart Cube, an ice cube-shaped, Bluetooth-enabled device that can send information about a consumer's drink to the outlet they are drinking in.


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