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Belfast Office: +44 2890022869 | Shanghai Office: + 86 2159745569

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Jawbox Gin: Distilling Success in China’s Premium Spirits Market

Jawbox is a range of premium gins, originating from the heart of Belfast, Northern Ireland. It is renowned for its bold flavor profile, which is achieved through a meticulous process of triple-distillation and the infusion of eleven carefully selected botanicals, including local Black Mountain heather. Jawbox is owned by one of our client companies, Drinksology Kirker Greer.

Market Research and Objectives

China’s market for imported gin has seen significant growth, driven by the country’s expanding middle class, return to on-trade and a growing appreciation for international premium spirits. The appeal of UK gin in China is rooted in its perception as a high-quality, sophisticated product, aligning well with the tastes of younger, affluent Chinese consumers looking for new and authentic drinking experiences.


Starting with the team in Belfast, we worked with the client to translate all marketing materials and prepare customs clearance documents before shipping samples to Sinowei Shanghai. Our team were able to work with Chinese customs to communicate the unique ingredients used in Jawbox gin. Trademark protection was registered both in English and Chinese. The team conducted in-depth market research of China’s gin culture.

Brand Activation

Sinowei Studios created bespoke digital campaigns to help educate consumers on UK gin culture. Focusing on Jawbox variations of flavour and colour, helped distinguish it from a similar Chinese spirit known as Baijiu. The team officially launched Jawbox Gin at the Hainan Expo in May 2021. The brand has since been exhibited at several trade fairs across the country, including Shanghai, Shandong, Shenzen, Hainan, Hangzhou Chengdu and Beijing. Jawbox also featured in our Cheers Whiskies and Spirits Club cocktail book.


Jawbox Gin was positively received for its smooth, distinctive taste but also for its versatility. This made it a favorite among China’s connoisseurs, for both the classic gin and ginger serve and other innovative creations. We delivered the first sales of Jawbox in 2022.

Looking to contact the Sinowei team?

Whether you’re seeking to expand your brand in China, require expert guidance on navigating the market, or would like to learn more about our services, the Sinowei team is here to assist you.
Get in touch with us today for tailored solutions that drive success.

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