From Groningen to Guangzhou, gin brand launches in China

Hooghoudt is entering the Chinese market after 132 years with its new RAW Genever, Aged 5 years and Sweet Spiced Genever lines. Hooghoudt says that it is entering a market that is open to innovation and at the same time values tradition, reports the Groninger Ondernemers Courant.

Hooghoudt’s distribution in China will be handled by Dumilco, a Dutch export company specialising in the sale of luxury products, based in Amsterdam and Fuzhou. Hooghoudt will be available in shops as well as in a select number of bars.

Arno Donkersloot, the managing director at Hooghoudt says: “The first reactions are very positive. The Chinese have fewer preconceptions about gin. They see our RAW Genever and understand that this is a precursor to gin, instead of having benchmarks like young and old gin in their heads. We can say that our new line of gins resonate very well abroad. Hooghoudt is ready to conquer the world. ”

Eric van der Ven, General Manager at Dumilco says: “In China, the demand for Dutch brands with a rich history is high. We are very proud to bring a product with a rich history to China with Hooghoudt. A completely new product for the Chinese with a beautiful appearance. With our expertise, large network and traditional Chinese operation, we can flawlessly make the translation and bring Hooghoudt to the Chinese consumer in the right way. ”

Jenever has a rich history within the Netherlands, but also beyond. It was introduced to England by Dutch monarchs – after which the British turned it into gin. In the US, gin was popular before prohibition. In recent years, gin has been taken up by a whole new generation- though the best is still made in London.

Hooghoudt’s new line is now available in more and more countries, including France as well as China. Other countries to follow soon are Greece, Australia, Germany, Spain, America and Great Britain.

Image via Wikimedia user Michiel Verbeek. License here.