Bye Joe launched its Byejoe Red in the US last year

Bye Joe launched its Byejoe Red in the US last year

Bye Joe, a US-based producer of the Chinese baijiu spirit, has launched in Travel Retail.

The company, which secured national US distribution for Byejoe Red and Byejoe Dragon Fire last year, released the two flavours in San Francisco International Airport and Los Angeles International Airport last month. Travel retailer DFS Group is handling sales.

Alberto Fariñez, Travel Retail manager for Bye Joe USA, said “We are very excited to offer the international traveller a contemporary version of a very traditional spirit, and there is no better venue than in DFS stores.”

Byejoe Red and Byejoe Dragon Fire are the company's only two brands. Byejoe Red is made in China from red sorghum, then imported to the US for filtration. Byejoe Dragon Fire is infused with dragon fruit, lychee and Sichuan hot chillies.

Bye Joe is headquartered in Houston and was formed in 2013.

In July, Diageo was forced to write down the value of baijiu maker Shuijingfang, in which it has a 39.7% stake, by GBP264m (US$446m). Sales of baijiu in China have been hit in the last three years by anti-extravagance measures.