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April 27, 2021

Camus secures baiju tie-up with Shede Spirits for Asia GTR

Camus has released a baijiu exclusively for the Global Travel Retail channel.

Camus has released a baijiu exclusively for the Global Travel Retail channel.

Shede’s Founder’s Tribute, unveiled last week, is the result of a partnership between the Cognac company’s dedicated baijiu unit, Camus International, and Chinese spirits producer Shede Spirits. The 53% abv expression will be available in Macau and Hainan GTR outlets from the second half of 2021 at an SRP of US$65.

Founder’s Tribute will also be rolled out to travel retail locations in Korea and Singapore at an unspecified time in the future, dependent on the COVID pandemic and the hoped-for recovery of GTR.

A spokesperson for Camus confirmed the company is looking to expand the baijiu into EU markets, following the recent Amazon EU launch of Shede’s flagship Baijiu expression, Taste Shede.

Speaking to just-drinks in January, Diageo CEO Ivan Menezes said the company’s Shuijingfang baijiu brand was “beautifully-positioned” to grow in the high-margin Chinese market.

Why whisky/whiskey can no longer ignore the allure of flavours – click here for a just-drinks comment

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