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.

So Yang

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.)
Ayi Jihu
To listen to one of Ayi’s songs, click below. Obviously Ayi makes music which is very close to US Rap and R&B.

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Ready for Chinese market: Ayi Jihu chosen as face of So Yang Cognac

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Max is a spirits expert and speaker, into marketing, technology, startups, and business development. He’s also a farmer. He likes tools and machines, Game of Thrones, and Better Call Saul. Included in his Top 10 Cognacs are the Audry XO and Bache Gabrielsen 1973.Max founded Cognac Expert in 2010 at his family’s estate in Poullignac, in the Cognac region, France. Started as a blog, today Cognac Expert is the world’s largest website about all things Cognac, a blog, and a specialized online shop featuring 800+ different Cognac bottles.

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