Chinese liquor is a unique industry in China, how do foreigners see Chinese liquor (bai jiu)? How do they think about the globalization of Chinese liquor? As an old friend of the China Liquor Industry Association, Roger Beman, an American citizen who is very familiar with China and has done a lot of research on Chinese baijiu, tells about his understanding of Chinese culture and Chinese liquor.
Roger Beman’s background:
President of China Liquor Sales, LLC;
President, Hebei Bezhao Food Commercial Co., Ltd.;
A graduate of McGill University, Montreal, Canada;
Has extensive experience in international sales and marketing;
and is familiar with the Chinese culture.
Mr. Beman lived in the French-speaking environment of Montreal for 11 years and lived in Spanish-speaking environment of Mexico for 10 years. Over the past 40 years, Mr. Beman has formed and restructured several companies, some of which have been sold to famous international multinationals such as Hewlett-Packard and Beatrice Foods. In May 2000, Mr. Beman established Crimar Holdings in the United States. In 2006, Mr. Beman first visited China to buy Chinese-made industrial equipment and, since then, has made more than 100 trips to China to work with suppliers. Due to his frequent trips to China, Mr. Beman began to develop a deep appreciation of Chinese culture, especially Chinese liquor. He found that participation in "Chinese liquor and drinking culture is an integral part of doing business in China”. Every time he meets with a new supplier, signs a contract, and conducts a final inspection, it is celebrated with a Chinese liquor-drinking dinner. Gradually, Mr. Beman developed a strong interest in bai jiu and began to investigate and study the opportunity of selling the Chinese liquor in the American market. In order to help promote the development of Chinese liquor in the United States, Mr. Beman registered China Liquor Sales, LLC. Based on his understanding of the culture of the Chinese liquor he has worked out a plan for the next step. Through the experience of Mr. Beman, perhaps we can make the Chinese culture better known and help people to understand and enjoy it?
Next, please follow us and walk into the wonderful Life of Roger Beman, who loves Chinese liquor.
Q: China Alcohol Drinks Association A: Roger Beman
Q: Hello, Mr. Beman! You have traveled to China many times over the years and have produced a strong Interest, can you tell us about what you have learned?
A: Yes, I have been to China more than 100 times, each trip is about 2 weeks, I have visited many Chinese mining equipment enterprises, and more recently, liquor production enterprises. There are many beautiful places and cities in China, and therailway system is amazing. Most foreigners do not understand China's current advanced level of development. Although China's development has been very fast, it also protects its historical heritage, for example the traditional methods to blend and age Chinese liquor are passed down from generation to generation, but at the same time modern brewing processes have been introduced to ensure the quality and consistency which is very beneficial to the future development of Chinese liquor. I also see that the Chinese people work very hard, and they are very responsible to both their families and their work. I enjoy being with my Chinese friends, and enjoy sharing bai jiu with them.
Q: You are proficient in a variety of languages, and have traveled to a number of different countries; Chinese liquor because of its process and ingredients tastes completely different from other spirits, how did you begin to like the Chinese liquor?
A: I have been doing business in China for many years, and drinking Chinese liquor at business meals is a very important part of Chinese culture. There is also a culture associated with the way that people drink at these meals, including when and who to toast. Chinese food in general is delicious, so combined with a good Chinese liquor and good friends it can be very pleasant. Chinese liquor has a history of at least 6,000 years, and now China consumes more than 11 billion liters of Chinese liquor each year. The way to produce bai jiu varies widely, so there are many different tastes and strengths. The main ingredient of bai jiu is sorghum, it is the essence of the drink, it has a unique aroma and a good aftertaste, distinct from the liquors of other countries.
Q: You have tasted a variety of bai jiu, which one do you like best? Can you tell me why you like it?
A: Actually, I've tasted a lot of bai jiu, and I enjoy most of them. The Chinese drinking culture makes bai jiu unique in the world. Bai jiu, like any distilled wine, can be delightful to drink, and some are made from different raw materials and blends. Which one is “best” depends a lot on who you are drinking with, the strength of the liquor, the smoothness as you drink it, and the aftertaste.
Q: As an American who enjoys baijiu, can you talk about how you think Chinese liquor be able to expand internationally?
A: Over the past three years I have become very involved in the Chinese liquor industry, and look forward to introducing baijiu into the Western world. There are many differences between China and the US in the sale, distribution and consumption of alcohol. To open the market in the US, it will take a process to hellp Americans understand the "Chinese way", but we also need to adapt to the Western way of selling and drinking spirits. For example, 25 years ago, tequila was not widely known in the United States, but now it is one of the top spirits consumed. Over the past 15 years, China has become a major player in the international community and has been constantly getting news coverage in the United States. There are more people that want to understand China, I think it is a good time to promote the internationalization of Chinese liquor. I anticipate that Chinese baijiu will become very important in the global community as China's economic development continues to grow in the world
Q: Given your survey in the United States, what do you think is the potential of Chinese baijiu entering the U.S. market?
A: It is difficult to buy baijiu in most cities in the United States. Chinese restaurants are popular in the United States, and even there sake is sold instead of baijiu since it is an “oriental” drink and is readily available. We believe that baijiu will become well known through an intensive marketing campaign by advertising in magazines, the on-line network platform, store displays and participating in the liquor trade. In the future we expect that the Chinese liquor will carve out a substantial part of the market.
Q: Do you think that one of the major factors that plague Chinese baijiu in the international market is taste, packaging, taxation or do you have other views?
A: For most Americans, the taste of baijiu is something new. You can focus on the taste. We are developing mixed drink cocktails using baijiu as the base liquor. In the United States, most distilled spirits are consumed mixed with fruit juices, soft drinks and other alcoholic beverages. When tequila was first introduced into the United States, it was mainly consumed as a mixed drink. Now the public is more familiar with the taste of tequila, drinking straight tequila is also very common, just like in China. The packaging of Chinese liquor is very attractive and the bottle is brightly colored. Our plan to incorporate the original Chinese traditional design and import into the United States in bottle sizes that are approved for the US market. In the United States. The US tax structure for alcoholic beverages is very complex, so for importing baijiu we need to be aware of and meet government regulations.
Q: You have an extensive experience working in China, you must have met a lot of Chinese friends, what do you like most and what are the things that impress you?
A: Yes, I have made a lot of good friends in China and my friends and business contacts are growing. There are good people and bad people in any country, but on the whole, I am happy to come to China. I have been encouraging friends from other countries to come to China. I am also organizing the “Taste of China” tours to invite business people in the American liquor industry to China so that they can understand the history of the Chinese culture and the liquor industry, and have the promotion of baijiu make people in the Western world more aware of the culture of China and make people in China more aware of life in the Western world. (Text/Yan Yinan)
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