Bacardi Targets China with Tea-Infused Alcohol
Global alcohol brand Bacardi is targeting the booming Chinese alcohol market with a new drink made from distilled green tea leaves blended with water.
Tang was initially trialled in duty-free shops in Hong Kong and select high-end restaurants in China, but could be distributed globally, if successful.
Bacardi's production team has developed a process to release complex sugars from tea leaves, allowing them to be turned into a fermentable form that can be made into alcohol. This concentrate is then combined with spring water from France, where the beverage is produced.
Sales of spirits and liqueurs reached almost $100bn in China last year, according to London-based research firm Euromonitor. Alcohol brands (and wine companies in particular) are tapping into this flourishing market with new drinks that target Chinese drinkers. For more on this, see Reframing Wine and Social Wine App Targets Chinese Drinkers.
For further insight into the ways in which brands are reframing alcohol to make it more accessible to consumers, see Gen Y: The New Wine Consumer and App Simplifies Alcohol Purchases. For more on Asian food trends, see our recent event reports Japan Food Trends 2015: Foodex and Hong Kong Food Expo.