JD.com, Inc. China’s e-commerce company and Bacardi, a spirit producer, have jointly announced a strategic partnership under which JD.com will become Bacardi’s strategic ecommerce partner for its full line of products in China, marking a significant move to further build Bacardi’s brand and business in the country.
Under the new agreement, Chinese consumers will have online access through JD.com to the most iconic and popular imported spirit brands, including BACARDÍ rum, GREY GOOSE vodka, DEWAR’S blended Scotch whisky, BOMBAY SAPPHIRE gin, MARTINI vermouth and sparkling wines, and other leading brands in the Bacardi portfolio.
The cooperation will also include online promotions of Bacardi products available exclusively on JD.com, as well as customized brand marketing support. The two companies will work together to bring China’s cocktail culture to the next level through promotions that educate Chinese consumers on how to prepare and enjoy cocktails prepared with premium Bacardi spirits.
“This strategic cooperation with JD.com 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 JD.com helps us effectively target discerning Chinese consumers by providing the most convenient and trustworthy online channel for purchasing premium Bacardi products.”
“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 JD.com’s Fast-Moving Consumer Goods Business Unit. “As the most trusted ecommerce platform for imported liquor in China, JD.com is increasingly the first choice for China’s upwardly mobile consumers when purchasing spirits. We look forward to leveraging JD.com’s excellent user experience and amazingly fast delivery to further raise consumer awareness of Bacardi’s premium portfolio of spirits.”
Sales of Bacardi’s brands on JD.com in the first half of 2016 increased more than 150% over the first half of 2015 as the brand continues to grow its reputation among JD.com customers. With the increasing focus on imported products among the growing number of middle-class Chinese consumers, the Chinese market holds huge potential for western spirits. JD.com has witnessed a more than 10-fold increase in sales since 2012.