Cuban rum available to Chinese liquor lovers
By Zhang Jin (China Daily)
Updated: 2004-07-10 08:34

The first batch of Cuban rum arrived in China in May and will be available at restaurants and other outlets in the near future, according to an official from Tecnoazucar, Cuba's leading rum maker.

It is the distiller's first foray into China, said Eng Norge Santana Leyva, the general manager of Tecnoazucar's China and Asian office.

A Chinese firm has been entrusted to distribute the rum locally, he said.

With its favourable climate and rich heritage of making liquor, Cuba produces the world's best rum, an alcohol liquor that is distilled from fermented molasses or sugar cane. It can be drunk on its own or mixed with mineral water or other beverages.

The Cuban company is cautiously rolling out its Chinese entry, which will allow it to tap a market with huge potential.

"Mulata Rum will firstly enter restaurants and bars," Norge said. "And then we will attempt to make it available in supermarkets... throughout Beijing and the rest of China."

Santero, another famous rum brand produced by Tecnoazucar, will also be available in China in the near future.

Meanwhile, the company is fully aware of the challenges ahead, Norge said, realizing that it will take time for Mulata Rum to win the hearts and minds of Chinese people.

"We are just beginning our business in China," he said. "We will strive to gain a solid basis here before we move to the general market."

Norge also said the company is still working out a price for the rum.

Tecnoazucar has a good presence in Italy and Spain, and Chinese rum-lovers are anxiously awaiting the company's products.

"It is great that we will soon be able to taste original Cuban rum in Beijing," Zhou Feng, a 25-year-old rum lover, said excitedly.

"I will buy it as soon as I can get my hands on it."

However, analysts say it will take a long time for the company to become entrenched in China, as rum is still quite unknown.

And there is already competition for Tecnoazucar in the market, which has been occupied by European and American distillers.

"It seems that Tecnoazucar needs to import rum culture before it starts selling its rum here," said Li Wu, a veteran liquor importer and exporter.

"It will have to rely on promotion to move its products."

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