PUTIEN Lifts the Chinese Spirit with Debut of Shang Yang Tai Premium Baijiu in Singapore
Distilled from a meticulously aged blend from China’s renowned Maotai Town, Shang Yang Tai is available at premium retail venues within PUTIEN’s sole distribution network
To welcome 2023 on a high note, Singapore-founded Chinese restaurant brand, PUTIEN, today announced a strategic partnership with award-winning Chinese baiju expert, Shang Yang Tai, to launch a unique premium baijiu for connoisseurs and discerning collectors. Both brands share a common aspiration to promote Chinese cultural heritage and celebrate provincial culinary arts. Being Shang Yang Tai’s sole distributor in Singapore, PUTIEN will set a new benchmark for Fujian cuisine and baijiu appreciation at all PUTIEN restaurants and retail venues within its business network.
Over a decade of dedication in developing the ultimate Chinese baijiu
Shang Yang Tai is a newly launched premium Chinese baijiu crafted by Moufans Commune’s master brewers – renowned experts in the appreciation and collection of Chinese aging liquor with over ten years of industry experience. The brand is renowned for its curation of innovative liquor experiences in China, fuelled by a passion for fine craftsmanship and promotion of the national liquor. Made from a meticulously selected aging base blend from Maotai Town in Guizhou Province, this high-end baijiu is an exceptional beverage with an alcohol by volume (ABV) of 53%.
The brand name “Shang Yang Tai” is inspired by China’s famed poet, Li Bai, and his sole surviving artwork: Shangyangtai Script. Among more than one thousand poems written by Li Bai, “Shangyangtai Script” is the one and only original calligraphy work still in existence. The poem script bears the seals and annotations of Emperor Huizong of the Song dynasty, Emperor Qianlong of the Qing dynasty as well as other significant historical intellectuals. Once collected by famed cultural celebrity and respected collector, Zhang Boju, this first-class cultural relic was later donated to the Palace Museum in 1958 for preservation.
▲ Li Bai’s “Shangyangtai Script”, now in the Palace Museum
A culturally inspired liquor, Shang Yang Tai’s product design is endowed with the literal attributes of “the characters of Tang Dynasty and aesthetics of Song Dynasty”. The brand signifies a commitment towards cultural research and excellence from its inception to final production, making it an embodiment of progress in Chinese culture and flavours.
Regarded as “the liquor that knows Li Bai best,” Shang Yang Tai captures the essence of the poet’s original work through replication of Chinese calligraphy and splashes of ink from his original script. Inspired by the lifestyle of Song Dynasty, the product design emphasizes simplicity and restraint with a humble yet unpretentious, minimalist aesthetic.
▲ Product design inspired by Li Bai’s “Shangyangtai Script”
To ensure its premium quality, Shang Yang Tai is produced in Maotai Town of Guizhou Province, where its specific microclimate creates the perfect conditions for baijiu distillery. Relying on profound industry experience from the members of Jiang-flavour Chinese Baijiu Expert Committee, stringent quality control starts from the source under the supervision of a professional team, who evaluates the entire production process – from meticulous selection of its quality base to the production of pure, elegant final products so that its unique texture is retained in every drop of Shang Yang Tai baijiu.
Shang Yang Tai is a premium product of refined craftsmanship attributed to three brand pillars: “selection, preservation and blending”. Sixteen core technologies have been thoughtfully implemented to complement the traditional Jiang-flavour Chinese baijiu brewing techniques, with special attention paid to monitor 98 critical control points. To enhance its alluring alcoholic aroma, the product is stored at a constant temperature in special pottery jars true to traditional practices. Shang Yang Tai is blended by a team of master brewers to showcase the liquor’s flavourful body as well as its characteristically pure and elegant taste.
▲ Shang Yang Tai’s three brand pillars: Selection, Preservation and Blending
PUTIEN collaborates with Shang Yang Tai to present an indulgent experience
Since its founding 20 years ago, PUTIEN has garnered culinary awards and accolades, both locally and internationally. Its resolve to use only premium quality ingredients and advocacy of Chinese culinary arts has earned this homegrown brand critical acclaim. Today, PUTIEN is a diversified international restaurant chain with global footprint across Singapore, Malaysia, Indonesia, Hong Kong, Taiwan, Shanghai and Beijing.
PUTIEN’s trailblazing founder, Mr. Fong Chi Chung, has pledged to create excellent gourmet experiences for all diners. Adamant on using quality ingredients and delivery of authentic Fujian flavours, Mr. Fong is on a constant quest for fine wines and liquors to enhance appreciation of his cuisine. He was drawn to the moist, palatable, mellow and elegant flavour profile of Shang Yang Tai and now aims to share it with connoisseurs and discerning collectors in Singapore.
“Culinary excellence and continuous innovation have been essential to our brand story since PUTIEN’s founding in 2000. We are unapologetic about our demand for the finest ingredients and complementary beverage selection to create an indulgent dining experience,” said Mr. Fong Chi Chung. “Shang Yang Tai has a sweet, soft bodied, mellow, elegant taste, and pleasant lingering aftertaste. I could not get enough of it when I first tried it and decided to introduce the brand to Singapore, so that more gourmets can enjoy this exceptional baijiu with friends. Shang Yang Tai’s three brand pillars of ‘selection, storage, and blending’ ensure the premium quality of the final product, making it an excellent choice for collection and investment.”
“It is an honour for Shang Yang Tai to represent China’s premium baiju internationally and showcase this Chinese cultural heritage in the form of fine liquor to our friends in Singapore,” said Mr. David Li, Founder of Shang Yang Tai. “We would like to extend our sincere appreciation to PUTIEN for their recognition of Shang Yang Tai’s quality and investment value. We hope to share the distinctive ‘Jiang-flavour Chinese baijiu’ with more liquor lovers and collectors all over the world. Following its debut in Singapore, Shang Yang Tai will continue to expand to overseas markets and elevate the brand presence globally. It is also our hope that Shang Yang Tai will become China’s symbol for premium liquor brands in the future.”
Being the exclusive distributor for Shang Yang Tai in Singapore, PUTIEN has since introduced the spirit in 100ml and 500ml bottles priced at SGD79++ and SGD379++ respectively. Designed to celebrate the love of China’s national drink, Shang Yang Tai is available at all PUTIEN restaurants and premium retail venues within its sole distribution network. Wine investors, collectors, retailers and other F&B service providers are welcome to purchase this unique baijiu through PUTIEN. For enquiries, please visit www.PUTIEN.com
Click here to download high-resolution images and brand story.
About Shang Yang Tai Beijing Shangyangtai Liquor Co., Ltd.
Registered in 2011, Shang Yang Tai is a premium Chinese baijiu crafted by Moufans Commune’s master brewers with over ten years of industry experience. Established in 2021, Beijing Shangyangtai Liquor Co., Ltd. is headquartered in Beijing.
Shang Yang Tai is inspired by Li Bai’s only surviving artwork “Shangyangtai Script”, with calligraphy and seals as design elements, paying tribute to Li Bai, the Wine Immortal and Poet Transcendent.
Blended with a meticulously selected aging base from Moutai Town, it was developed with dedication of more than a decade and brewed by an expert team of masters over five years, resulting in an ingenious interpretation of “Jiang-flavour Chinese baijiu for intellectuals”. Shang Yang Tai adheres to the operation philosophy of “pursuit for elegance, excellence and quality”, and follows the three core concepts of “selection, storage and blending”. Focusing on the core production area of Maotai Town, traceable constant-temperature storage in traditional pottery jars, competitive blending, and multi-dimensional tasting, the unique “pure” characteristic of Shang Yang Tai liquor is formed. Relying on the profound industry experience of the Jiang-flavor Chinese Baijiu expert evaluation commission, Shang Yang Tai aims to create high-quality curated products for each batch.
Shang Yang Tai Liquor has now achieved a new retail business layout with nationwide coverage in China, including 16 gateway cities and Hong Kong, and will continue to expand to Singapore and overseas markets. It has also established in-depth cooperation with over 30 high-end restaurants and cultural stores including PUTIEN, Tongying Golf and InterContinental Hotels & Resorts.
About PUTIEN
Founded in Singapore in 2000, PUTIEN began as a coffee shop in Singapore’s Kitchener Road that offers unique Fujian cuisine. Quickly expanding its business at home and abroad, it has grown into an internationally renowned Chinese restaurant brand, with over 90 outlets in locations such as Singapore, Malaysia, Indonesia, the Philippines, Hong Kong, Taiwan and China.
With an unwavering commitment to ‘Quality Ingredients, Original Taste’, it has acquired a solid reputation, and has been well received by many diners, gourmets and media, receiving numerous awards and accolades over the years. The very first PUTIEN outlet (located in Singapore’s Kitchener Road) has secured its one Michelin star for six consecutive years since 2016; while the Hong Kong Causeway Bay outlet has been on the Bib Gourmand recommendation list of the MICHELIN Guide Hong Kong Macau for seven consecutive years since 2016.