Wuliangye joins hands with SOE

Leading liquor brand Wuliangye Group has turned to China's State-owned enterprise China Railway Erju Co Ltd for a strong alliance to develop their new brand, according to Securities Daily.

The paper said the new brand would target mid and low ranged markets - priced at 100 yuan ($16.10) per bottle and 300 yuan per bottle. Wuliangye's brands and China Railway Erju Co Ltd's distribution channels at railway stations will foster the sales of the new liquor, experts said.

The collaboration between Wuliangye and the SOE shows a beginning of outside capital moving into the depressed liquor industry.

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