A strategic cooperation agreement was signed between Habanos S.A and the Chinese firm Luzhou Laojiao, in the context of the 24th Habano Festival in Havana.
Zhang Biao, General Manager of Luzhou Laojiao, described the beginning of this participation between Chinese white liquor and high-quality Cuban cigars as a memorable moment.
He commented that the culture of the drink has been inherited for a thousand years and will merge with the traditional Habano culture. The renowned white liquor comes from the province of Sichuan and is one of the 4 oldest famous liquors in China.
Guojiao 1573 is the superior wine brought by the group and has been consumed to this day nationally in the Asian nation.
Zhang pointed out that this edition of the Habano Festival is an opportunity to establish a bridge of close contact, communication and exchange. Therefore, the strategic cooperation between both brands will deepen commercial ties and create new paths towards the future.
For his part, Jose María López, vice president of Development at Habanos S.A, commented that the group carries out a brand identification program where premium tobaccos are associated with other products from the world of luxury related to Cuban cigars, among them Habana Club Internacional, which produces the rums. In this regard, he mentioned the signing of a letter of intent for a new collaboration with a leading brand in the spirits sector, in this case of white origin.
According to López, it is about expanding the brand experience. Habanos S.A and Luzhou Laojiao will collaborate, with Cohiba Atmosfer on the Cuban side, and Guojiao 1573 on the Chinese side.
Source: RHC
Edited By Ilia Charon
