Jiugui Jiu

Jiugui Jiu (酒鬼酒) is a well-known Chinese baijiu brand produced by Jiugui Liquor Co., Ltd., headquartered in Jishou, Hunan Province. The brand is celebrated for its 'fragrance-type' (馥郁香型) baijiu, a hybrid style that combines the characteristics of strong-aroma, light-aroma, and sauce-aroma baijiu. The company was founded in 1956 and has since become one of China's most recognized regional spirits producers. Jiugui Liquor Co., Ltd. is listed on the Shenzhen Stock Exchange under the ticker 000799. In 2015, COFCO Group, China's state-owned food conglomerate, acquired a controlling stake in the company, making it part of COFCO's extensive food and beverage portfolio. The brand's flagship product, Jiugui Jiu, is often packaged in distinctive ceramic bottles and is marketed as a premium baijiu suitable for gifting and banquets. The company also produces other baijiu brands such as Xiangquan and Neican. Jiugui Jiu has a strong presence in Hunan and other parts of southern China, and it has been expanding its national footprint. The brand has faced challenges, including a major scandal in 2012 involving excessive levels of plasticizers (phthalates) in its products, which significantly impacted sales and reputation. Despite this, Jiugui Jiu remains a significant player in China's baijiu market, leveraging its unique flavor profile and COFCO's distribution network to compete with larger baijiu giants like Moutai and Wuliangye.

Jiugui Liquor Co., Ltd. was established in 1956 in Jishou, Hunan Province, as a state-owned distillery. The company initially produced traditional baijiu and gradually developed its signature 'fragrance-type' (馥郁香型) baijiu, which combines the production techniques of strong-aroma, light-aroma, and sauce-aroma baijiu. In the 1990s, the brand gained national recognition, and in 1997, the company was listed on the Shenzhen Stock Exchange. The early 2000s saw rapid growth, but the company also faced management challenges. In 2012, a major scandal erupted when tests revealed excessive levels of plasticizers (phthalates) in Jiugui Jiu products, leading to a recall and a sharp decline in sales. The company's reputation suffered, and it took several years to recover. In 2015, COFCO Group, a state-owned food conglomerate, acquired a controlling stake in Jiugui Liquor, bringing stability and access to a broader distribution network. Under COFCO's ownership, the company has focused on product quality, brand rebuilding, and expanding its market presence. In recent years, Jiugui Jiu has continued to promote its unique fragrance-type baijiu and has launched new products such as Neican, a high-end baijiu brand. The company remains headquartered in Jishou and operates production facilities in Hunan. It competes in China's highly competitive baijiu market, where it holds a niche position due to its distinctive flavor profile.

• 2015

  COFCO Group acquires controlling stake.

• 2012

  Plasticizer scandal leads to product recall and sales decline.

• 1997

  Listed on the Shenzhen Stock Exchange.

• 1956

  Jiugui Liquor Co., Ltd. founded in Jishou, Hunan.

• Jiugui Jiu

  Flagship fragrance-type baijiu in ceramic bottle.

• Neican

  High-end baijiu brand.

• Xiangquan

  Popular baijiu brand.

• 2019

  Distributor reports custom liquor containing sodium cyclamate; company denies and accepts investigation

  In 2019, a distributor reported that a custom Jiugui Liquor product in its possession contained sodium cyclamate, and regulators accepted the related issue. The company denied purchasing or adding sodium cyclamate, saying the product was compliant when it left the factory, and the two sides had a prior contract dispute. Subsequent official special spot checks of 30 batches of Jiugui Liquor circulating on the market found no sodium cyclamate; the report concerning the distributor's custom liquor is not to be confused with market products at the time.

  Source

• 2019

  Jiugui Liquor denies allegation that a product contained cyclamate

  After a former distributor alleged that Jiugui Liquor's 54° 500ml Lao Jiugui Liquor contained cyclamate, Jiugui Liquor issued a statement denying that it had added or purchased cyclamate and saying its products met food-safety standards. The allegation was reported by the distributor; the source does not establish an independent determination of the product's contents.

  Source

• 2012

  Plasticizer detected in liquor and products removed from shelves; company apologizes and explains migration source

  In 2012, quality supervision authorities confirmed that plasticizer was detected in samples of Jiugui Liquor, and multiple supermarkets removed the products from shelves. The company apologized and explained that the substance may have migrated through contact with packaging during transfer, denying intentional addition. This entry concerns the testing incident that year and is separate from the 2019 distributor report about sodium cyclamate.

  Source

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• Unconfirmed

  Reported2020.07.23

  Jiugui Liquor applies vintage-based pricing to aged products[8]酒鬼酒对老酒产品实行年份化定价finance.sina.com.cn

  Jiugui Liquor’s core products in its specialty stores are using vintage-based pricing, with retail prices varying according to the products’ bottling years. The pricing applies to the specified aged liquor products bottled on or before 2015.

• Unconfirmed

  Jiugui Liquor denies allegation that a product contained cyclamate[7]Jiugui Liquor denies allegation that a product contained cyclamatesc.stock.cnfol.com

  After a former distributor alleged that Jiugui Liquor's 54° 500ml Lao Jiugui Liquor contained cyclamate, Jiugui Liquor issued a statement denying that it had added or purchased cyclamate and saying its products met food-safety standards. The allegation was reported by the distributor; the source does not establish an independent determination of the product's contents.

• Unconfirmed

  酒鬼酒 reports third-quarter financial results[9]酒鬼酒公布第三季度业绩news.cnfol.com

  酒鬼酒 reported third-quarter net profit of 28.18 million yuan, down 39.5% year over year, and revenue for the first three quarters of 968 million yuan, up 27.34%. The article attributes the quarterly profit decline mainly to a substantial increase in selling expenses.

Read more

1. 1酒辅材网-酒柜酒具酒包装 - 首页jiugui.com.cn
2. 2Distributor reports custom liquor containing sodium cyclamate; company denies and accepts investigationthepaper.cn
3. 3Distributor reports custom liquor containing sodium cyclamate; company denies and accepts investigationm.thepaper.cn
4. 4Distributor reports custom liquor containing sodium cyclamate; company denies and accepts investigationstcn.com
5. 5Plasticizer detected in liquor and products removed from shelves; company apologizes and explains migration sourcexinhuanet.com
6. 6Plasticizer detected in liquor and products removed from shelves; company apologizes and explains migration sourcechina.caixin.com
7. 7Jiugui Liquor denies allegation that a product contained cyclamatesc.stock.cnfol.com
8. 8酒鬼酒对老酒产品实行年份化定价finance.sina.com.cn
9. 9酒鬼酒公布第三季度业绩news.cnfol.com