A Chinese face for the new Cognac mixdrink product: Chinese Pop/R&B star Ayi Jihu and So Yang Cognac try to do the same Birkedal Hartman did with Ludacris in the US.
There is a lot of tao in So Yang.
So Yang is a blend of Cognac and green tea, targeted at women, riding on the health & lifestyle trend. Quite a good idea to target Asia and in particular now China: the bottle and the naming seem to be inspired by Asian symbols (Ying and Yang) and words.
The new face of SO YANG is Ayi Jihu, a Chinese popstar.
But what is So-Yang? It’s a female product from a woman for women who are attracted to luxury and elegance. There are two products of So Yang: Black and white. The brand was introduced some years ago to the market by former BNIC director Claire Coates.
The bottle is at 18% ABV and the Cognac comes from Jacques Petit, bouilleur de cru in Berneuil. One bottle costs € 43. Unfortunately there are no information about age and cru of the Cognac used.
So Yang follows 3 major trends with this strategy:
- Mixdrink/cocktail with Cognac: Tea and Cognac
- Asian, in particular the booming Chinese market
- using R&B testimonial for market rollout (Snoop for Landy, Ludacris for Conjure etc.)