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For one month from July 19th to August 19th, customers are able to subscribe online for the puree liquor of Luzhou Lao Jiao, one of the best known spirit in China.

Puree liquor is a grain-based distilled beverage without any blending of additives. It is a potent alcoholic drink, and sometimes has as high an alcohol content as 70-80%. It's well known that for liquor, the denser the more expensive. This puree liquor is expected to become the new favorite for those investing in spirits.

Fen Dong Ping, the CEO of Jin Ma Jia Online Equity Exchange Company explains the cooperation between the two companies.

"Online liquor selling is a very direct sales models. The commodities we choose are high-end products which are not large in number. And our target customers are the rich and spirit investors."

80 thousand jars of puree liquor have been put on sale this time, at a cost of 6900 yuan for each 2.5 litre jar. After August 19th, a lottery will be launched and the winners will have the option of buying the liquor.

Sun Yue, the deputy manager of Luzhou Lao Jiao Spirits Company, says this puree liquor has three functions.

"Collectors with a cultural taste can buy this puree liquor and store it. For investors, they can buy it and wait for the appreciation. And of course, people can buy and drink it."

Jin Ma Jia Company also provides the customers the service of a follow-up transaction. They can trade the liquor on the platform at any time within three years. In the meantime, the spirit company can offer free storage service.　

"For example, one or two months later, the customer could sell the liquor on our platform. This is a guarantee that we provide the customers a channel of money withdraw and products transaction."

Chinese liquor has become increasingly hot in the market for the past few years, attracting more and more investors. Since 1999, the price of high-end liquor has raised to sevenfold. Some has even increased more than tenfold. As the lead in the Chinese spirits market, the price of the puree liquor increases even more rapidly, because it's dense, healthy and nutritious.

For example, a bottle of Maotai puree liquor produced 10 years ago can sell for more than 10 thousand Yuan. A 60-year old bottled puree liquor of Wuliangye sold at auction for 500 thousand.

Experts have speculated that the increasing cost of the puree liquor is caused by the unbalanced supply and demand, as well as hot money which has been withdrawn from the real estate and stock markets.

Industry insiders indicate that there aren't many ways of selling liquor; therefore the investors should be cautious, because they might wait for a long time before they can find a person who offers a satisfactory price.

For CRI, I'm Wang Jing.

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