Joybuy – the European business of Chinese online retail giant JD.com – is to launch a physical ‘Cultural Experience Centre’ in the UK for premium spirit brand Moutai.
The announcement comes as Joybuy announces a strategic partnership with Moutai, becoming the grain spirit’s official online retailer in the UK.
The location will “introduce local consumers to the heritage and craftsmanship behind Chinese baijiu” the e-commerce player said.
The partnership will also “explore the development of innovative retail models that blend the online and offline experiences”, Joybuy said.
A full range of Moutai products – including its flagship Moutai Flying Fairy (53% abv), Moutai Year of the Snake (53% abv), and 15 Year Old Moutai (53% abv) variants – have become available on the Joybuy site. Within an initial promotional period, Joybuy claims its site is offering “the lowest prices in the UK”.
“If you have ever visited China, or you have friends from there, you know that Moutai doesn’t just embody centuries of distillation craft and knowledge but, like whisky or cognac, speaks to the heritage of a place and culture,” a Joybuy spokesperson said.
“With Joybuy, you can now enjoy the pleasure of Moutai here in the UK. Those who know Moutai, know. Ganbei!” they added.
In April, JD.com – China’s largest retailer by revenue – test-launched the Joybuy UK e-commerce site. It features an extensive range of ambient and frozen foods, household, baby, beverages, personal care, beauty, health, pet, and nicotine products from both major brands and Morrisons own label. Joybuy offers same-day delivery for orders received before 11am, and next-day delivery for those made after.
In September, The Grocer revealed JD.com was hiring for more than 150 jobs in the UK, as it readies for the launch of the full-category online store. The company – China’s largest retailer by revenue – that month saw discussions with Sainsbury’s to acquire Argos come to an abrupt end.
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