Drinks producer completes seven-figure deal to buy new production facility

A drinks producer is expanding production after completing a seven-figure deal to buy a new manufacturing facility in Cropton, North Yorkshire.

The SBCO Group, which owns The Baijiu Society, acquired the facility to increase production of its beer and drinks infused with the Chinese spirit Baijiu, which it exports to East Asia.

The company, which experienced a 600% uplift in orders since it began exporting to China and Hong Kong last year, also plans to increase export sales with the opening of a new sales office in Shanghai.

This new office, along with a base in Hong Kong, will help launch the SBCO Group’s new range of canned, pre-mixed baijiu-infused versions of cocktails. They will also support the business’ Baijiu Beer range, which will be produced in Cropton for export to China and Hong Kong.

SBCO Group’s completed its first export order of 12,000 beers to Asia in January 2018 after attending the Food and Hotel China (FHC) trade show. It now ships 25,000 bottles of its beer to the continent each month.

The business exhibited at FHC as part of a Northern Powerhouse trade mission supported by the Food is GREAT campaign, the UK Government’s cross department initiative by the Department for Environment, Food and Rural Affairs (Defra) and the Department for International Trade (DIT).

Craig Butler, managing director at SBCO and The Baijiu Society, said: “Despite baijiu being the world’s most consumed spirit, it is almost exclusively purchased and enjoyed by its traditional older consumers in China.

“We’re introducing baijiu to a younger demographic in China, Hong Kong and the West by reimagining the spirit in new ways with our range of infused drinks. Our experience in Asia means we’re able to do this but maintain a respect for the drink and its unique place in Chinese culture.

“Visiting trade shows with the support of Defra and DIT has been a major catalyst to our success in the Chinese market. Alongside exhibiting at FHC, we met with lots of trusted buyers at the China International Import Expo. With the support available, any firm looking to enter the market should consider visiting for themselves first. If we can do it, you can too.

Mark Robson, head of UK regions – Yorkshire and Humber, at the Department for International Trade, added: “This brewery at the foot of the North York Moors has developed an excellent understanding of Greater Chinese markets, including the differences between mainland China, Hong Kong and Macau.

“With its range of beers, and new range of cocktails and spirits, The Baijiu Society has demonstrated how a British product can be re-imagined with a Chinese twist. They have proved the demand for British products, tailored for the tastes of China.”

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