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China’s ‘largest’ e-retailer partners with Bacardi

China’s “largest” e-commerce company has partnered with Bacardi to take on the firm’s full portfolio, including Grey Goose, Dewar’s, Bombay Sapphire and Martini.

China’s “largest” e-commerce company has partnered with Bacardi

As Bacardi’s strategic e-commerce partner, will make the company’s full line of products available to Chinese consumers online, offer marketing support, and educate imbibers on how to prepare cocktails using the portfolio.

“This strategic cooperation with is a major step for Bacardi’s e-commerce development in China,” said Paul Chin, chief executive officer of Bacardi Greater China, North Asia and Oceania.

“Bacardi’s premium spirits are essential to the world’s favorite cocktails. Working with helps us effectively target discerning Chinese consumers by providing the most convenient and trustworthy online channel for purchasing premium Bacardi products.”

Sales of Bacardi’s brands on increased more than 150% in the first half of 2016 compared with the previous year.

>”We are very excited to deepen our partnership with Bacardi, which has exceptional products and outstanding brand recognition in China,” said Carol Fung, president of’s fast-moving consumer goods business unit.

“As the most trusted e-commerce platform for imported liquor in China, is increasingly the first choice for China’s upwardly mobile consumers when purchasing spirits.

“We look forward to leveraging’s excellent user experience and amazingly fast delivery to further raise consumer awareness of Bacardi’s premium portfolio of spirits.” has witnessed a more than 10-fold increase in sales since 2012 – revealing huge potential for western spirits as interest amongst middle-class Chinese consumers increases.

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