East Imperial PLC announce that it has signed a long-term distribution agreement with Wen Hua Hang Wine Spirits Company (WHI) WHI will supply East Imperial's entire range across the Chinese Mainland and Macau. East Imperial is already an established brand in China with its premium range of mixers. Having worked locally with groups such as Ritz-Carlton, Bulgari, W Hotel, Rosewood and Capella Hotels, the WHI distribution partnership will enable East Imperial to continue to build its presence at the luxury hotel end of the market while also focusing its strategy on supplying local premium customers.

The appointment of WHI is indicative of the tailored approach East Imperial is taking in China. The East Imperial management team have continued to work closely with members of its advisory board who hold a deep knowledge of the luxury beverage markets in China. In doing so, East Imperial is taking every opportunity to better understand and cater for its valued Chinese consumers.

With almost 20 years of experience in building an extensive network of close relationships with the local Chinese luxury markets, WHI has assisted in distributing and growing global brands such as Pernod Ricard in Mainland China and Macau. APAC continues to be the cornerstone of East Imperial's revenues in the short to medium term, with the region forecasted to contribute almost 60% of sales in 2022. Today's announcement reaffirms East Imperial's commitment to building a deep regional network, closely following new distribution partnerships with SUTL Group for Singapore and Indochina region and Leung Yick for Hong Kong.