ISTANBUL The traditional Turkish alcoholic beverage "Raki" has been put on sale in the Asian market by a leading Turkish company.
Yeni Raki, one of Turkey's leading "Raki" brands, has recently carried out a promotion campaign in China and started direct sales in the Asian market, a statement from its producer Mey Icki said on Wednesday.
Yeni Raki has been listed as one of the world's fastest growing aromatic alcoholic beverages in the "2009 International Wine and Spirits Report", and following such success, the beverage was put on sale in Asia through its commercial launch in China, the company said.
Commenting on Raki's entering the Asian market, Mey Icki's chief executive officer Galip Yorgancioglu said his company's annual Raki exports amounted to 4 million liters and US$30 million, adding such figures would be increased thanks to the product's sales in China.
Yorgancioglu said Yeni Raki, which was sold at 67 per cent of liqueur shops in Germany and 48 per cent of stores in the Netherlands, would soon achieve a similar success in China as well.
Yorgancioglu noted his company had selected China as the first stop of its expansion strategy in Asia as the country, with its lively night life, had a huge potential in terms of alcohol consumption.
"Raki" is a non-sweet, anise-flavored spirit popularly consumed in Turkey, as well as Bosnia and the rest of the Balkans as an aperitif.
Raki is traditionally produced by twice-distilling either pure suma or suma that has been mixed with ethanol in traditional copper alembics and subsequently flavoring with aniseed. It is similar to several kinds of alcoholic beverages available around the Mediterranean, Middle East, and Colombia, including pastis, ouzo, sambuca, arak, anise castellano and aguardiente.
In Turkey, Raki is traditionally consumed either straight with chilled water on the side, or partly mixed with chilled water, according to personal preference.
Raki is commonly consumed alongside mezze -a selection of hot and cold traditional appetisers-, and is especially popular alongside seafood, together with fresh white cheese and melon. It is also an equally popular complement to various red meat dishes like kebabs.
(C) 2010 Asia Pulse Pte Ltd.
Yeni Raki, one of Turkey's leading "Raki" brands, has recently carried out a promotion campaign in China and started direct sales in the Asian market, a statement from its producer Mey Icki said on Wednesday.
Yeni Raki has been listed as one of the world's fastest growing aromatic alcoholic beverages in the "2009 International Wine and Spirits Report", and following such success, the beverage was put on sale in Asia through its commercial launch in China, the company said.
Commenting on Raki's entering the Asian market, Mey Icki's chief executive officer Galip Yorgancioglu said his company's annual Raki exports amounted to 4 million liters and US$30 million, adding such figures would be increased thanks to the product's sales in China.
Yorgancioglu said Yeni Raki, which was sold at 67 per cent of liqueur shops in Germany and 48 per cent of stores in the Netherlands, would soon achieve a similar success in China as well.
Yorgancioglu noted his company had selected China as the first stop of its expansion strategy in Asia as the country, with its lively night life, had a huge potential in terms of alcohol consumption.
"Raki" is a non-sweet, anise-flavored spirit popularly consumed in Turkey, as well as Bosnia and the rest of the Balkans as an aperitif.
Raki is traditionally produced by twice-distilling either pure suma or suma that has been mixed with ethanol in traditional copper alembics and subsequently flavoring with aniseed. It is similar to several kinds of alcoholic beverages available around the Mediterranean, Middle East, and Colombia, including pastis, ouzo, sambuca, arak, anise castellano and aguardiente.
In Turkey, Raki is traditionally consumed either straight with chilled water on the side, or partly mixed with chilled water, according to personal preference.
Raki is commonly consumed alongside mezze -a selection of hot and cold traditional appetisers-, and is especially popular alongside seafood, together with fresh white cheese and melon. It is also an equally popular complement to various red meat dishes like kebabs.
(C) 2010 Asia Pulse Pte Ltd.
