(Yicai Global) July 23 -- Luzhou Laojiao, a well-known Chinese liquor maker, aims to employ western brewing technology to boost the prospects of its products in overseas markets.

Senior executives have made frequent visits to French distilleries belonging to leading companies such as Seguin Moreau and Remy Martin in an effort to learn about oak barrel manufacturing methods used for cognac, Fang Xiang, chairman of the Sichuan-based firm's new product unit, told Yicai Global.

"Foreign consumers do not prefer the taste of Chinese white spirits," Fang said. "We hope they can come to accept our products by our combination of Chinese and Western liquor-making technology."

While vastly popular at home, Chinese liquor makers have found it difficult to gain a foothold in markets overseas due to cultural differences in drinking habits. Luzhou Laojiao has highlighted the overseas market as an area of focus and aims to expand foreign sales to account for one-third of overall revenues in the long-term.

Industry experts do not share Fang's optimism with Zhu Danpeng, a Chinese food industry analyst, stating that despite their efforts and bold methods, Chinese brands are expected to remain less popular in the international market though some opportunities will arise in the future.

"It is difficult for traditional overseas spirits consumers to accept these new products while they could attract curious young Chinese consumers," Zhu added.

Editor: William Clegg