French beverage firm Pernod Ricard has forged a strategic partnership with China’s largest Baijiu producer Wuliangye International (HK) to capitalise on shared resources.

Under the agreement, the companies will focus on boosting infrastructure and developing regional sales channel systems, starting from Southeast Asia.

The companies also aim to expand the agreement to other markets in Asia outside of China.

Pernod Ricard Asia chairman and CEO Philippe Guettat said: “We are excited to form a new strategic partnership with a respected Baiju leader, Wuliangye, and embark a new adventure together. Imported spirits and Baiju have both enjoyed a long and glorious history in their respective markets.

“Joining our forces and expertise today marks a historic milestone in the industry. Leveraging Pernod Ricard’s established network and experience, I am sure this partnership will bring unprecedented innovative forces to the market.”

Through these initiatives, the two companies intend to boost their joint development activities in Asia, as well as in the global spirits markets.

Currently, Pernod Ricard’s brands are distributed in more than 160 markets worldwide.

Wuliangye Group party committee secretary and chairman Li Shuguang said: “The Asia market beyond China will be a very important stepping stone for Wuliangye as it treads into the international market.

“Wuliangye attaches paramount importance to its partnership with Pernod Ricard and is confident that by working together we will expand across the Asia market.”