IIG is pleased to announce that its largest investment, Hui10 Inc (“Hui10”) has signed a strategic cooperation agreement with Sichuan Shuijingfang Co. Ltd. (“Shuijingfang”), a leading premium baijiu brand in China and majority-owned subsidiary of Diageo plc, a FTSE100 business and global leader in premium beverages.
Diageo plc is a FTSE 100-listed global leader in beverage alcohol with iconic brands such as Johnnie Walker, Guinness, and Baileys. Through its majority ownership of Sichuan Shuijingfang, Diageo has established a foothold in China’s fast-growing baijiu sector.
Through this agreement Hui10 and and Shuijingfang will cooperate to introduce Sports Lottery HongBao promotions through Shuijingfang’s national retail presence and online mini programmes including their flagship “Fang Ke You Li” WeChat Mini Program which will incorporate Hui10’s digital lottery incentives.
Shuijingfang’s products will be sold via Hui10’s “Cai Le Tian Xia” private-domain lottery commerce platform, enabling nationwide access through over 200,000 Sports Lottery shops.
There will be joint development of exclusive baijiu products and channel-specific packaging will enhance customer acquisition and promotional impact. As well as engagement campaigns that will be jointly designed with provincial Sports Lottery Management Centres to support compliance and national exposure.
Lottery HongBao QR codes can be added to every bottle
At point of sale, the code is scanned and validated in real-time via China UnionPay’s national interbank settlement system:
✅ Authenticates the product
✅ Rewards the customer with a Lottery play
❌ If the code fails the product is flagged as counterfeit
🛡️ Instant, trusted, and impossible to replicate
For further information click here.
