Barcelona, Spain - November 22, 2024 - Fenjiu, a premier Chinese liquor brand, made a landmark appearance at the Science and Cooking World Congress (SCWC) in Barcelona, Spain. Renowned for its light-fragrance style and rich cultural heritage, Fenjiu captivated global food and beverage professionals as it showcased its unique blend of tradition, innovation, and sustainability.
The meeting was attended by Li Zhenhuan, Vice Chairman of Shanxi Xinghuacun Fenjiu Group Co., Ltd., and staff related to Fenjiu International Trade. he Fenjiu delegation presented the brand’s rich history, thorough brewing process, and innovative applications in modern cuisine. During a keynote speech at the University of Barcelona, the Fenjiu representative highlighted how the brand preserves traditional craftsmanship while embracing sustainable practices and global tastes.
On this occasion, the Chairman Castells of the SCWC praised Fenjiu’s commitment to innovation, stating that its participation introduces new opportunities for collaboration between Chinese and Western culinary traditions. Fenjiu's versatility as a cocktail base and pairing with Western cuisines, such as seafood and desserts, received enthusiastic feedback from attendees.
“Fenjiu is a light aroma liquor suitable, that can be used as a base for cocktails to meet the needs of different groups of people.” Said the Conference Chairman and world-renowned culinary authority, Harold McGee, while introducing Fenjiu to the conference. Engaging with McGee, Vice Chairman Li Zhenhuan emphasized Fenjiu’s adaptability and appeal to diverse audiences.
In addition, renowned Spanish bartender Albert Álvarez crafted four bespoke cocktails using Fenjiu, earning widespread acclaim for their unique flavors. Álvarez described Fenjiu as "softer than whiskey and more complex than gin," making it a perfect spirit for creative mixology.
Professional tasters and culinary students expressed surprise and delight at Fenjiu’s mellow, sweet, and refreshing taste. Many remarked on its ability to integrate seamlessly with Western ingredients, bridging cultural gaps.
The conference culminated in a theme dinner titled “Fenjiu Cuisine for the World to Appreciate.” In his speech, Li Zhenhuan celebrated the shared focus on tradition and innovation. Fenjiu’s growing international presence, spanning 66 countries, reached new heights with partnerships announced during the event, including Barcelona’s top-tier PARADISO bar and Michelin-starred MONT BAR.
SCWC Honorary Chairman McGee underscored the significance of cultural exchanges through food and drink, hailing Fenjiu as a bridge connecting Chinese liquor heritage with the global culinary scene.
Li Zhenhuan, Vice Chairman of Fenjiu Group, discussed with four experts on the integration and innovation of Fenjiu and food.
Media Contact
Company Name: Fenjiu International Trade Co., Ltd.
Contact Person: Ms. Tian Lijuan
Email: Send Email
Country: China
Website: https://www.fenjiu.com.cn/
