With globalization, the Chinese baijiu has immigrated to Singapore and has settled down despite initial obstacles and resistance from the domestic liquor drinking community . The awareness of the unique and legendary Chinese traditional baijiu actually need no introduction. Today there are already plenty of people, outside of China, drinking the Chinese baijiu today. It is affectionately known as “the firewater” because of its characteristic water-like appearance but it packs a surprise punch due to its high alcoholic contents. There is little knowledge of the brewing or fermentation techniques, the histories and cultures of the Chinese baijiu. However, Mr. Charles Oon, the founder of the Chinese Baijiu Association ( Singapore ) has predicted and foreseen that the various Chinese baijiu and its signatory brandings will flow to our shores.
Since 2004, Mr. Charles Oon has been passionately involved in the marketing of the Moutai branding in Singapore, Malaysia and Cambodia. Amazingly in 2005 with a broken Achilles tendon on his right leg, he even limped all the way to Uruguay to market the Moutai branding; it took him almost two and half years to sell one container of Moutai.
With his continuous efforts to market the Chinese baijiu to the sophisticated consumers in Singapore & its neighboring countries, in May 2011 he turned his pioneering efforts into reality by successfully establishing the Chinese Baijiu Association ( Singapore ) or affectionately known as CBAS.
The establishment of the Chinese Baijiu Association ( Singapore ) will be a prominent milestone in the Food & Beverage industries. It has already attracted many members from various professional backgrounds and it has also been invited to become a member of other established associations in Singapore and overseas.