Diageo to launch Swellfun in the UK

Diageo Highland Holding BV said on July 5 it will launch Chinese liquor brand Sichuan Swellfun in the UK market, in a bid to deepen the presence of its Chinese spirit business in Europe.

Global liquor giant Diageo is trying at first to meet the demand of Chinese wealthy consumers living in the UK. But there are plans to introduce the brand to other European markets.

Swellfun is currently priced at 100 pounds ($155.9) per bottle in the UK.

Last year, Diageo got approval from the Ministry of Commerce for its bid to take control of Chinese white-spirit maker Sichuan Swellfun Co Ltd.

Diageo, which produces Johnnie Walker whisky and Smirnoff vodka, is the largest single shareholder in Chinese wine brand Sichuan Swellfun, a high-end spirit famous for its fiery taste.

The London-based Diageo paid 140 million yuan ($22.02 million) to increase its stake in Sichuan Chengdu Quan Xing Group Co Ltd to 53 percent from 49 percent. Quan Xing owns 40 percent of Sichuan Swellfun.

In a statement released on July 5, Diageo said that this is the first step of a plan to establish Swellfun as a globally recognized brand. Late this year, the company plans to launch the brand in Northern European markets.