Branding Baijiu: now we're having a "swellfun" time

Fans of TV show "Mad Men" might like to picture a scene where the boys (and girl) at Sterling Cooper try and come up with a way of selling Baijiu to non-Chinese drinkers.

We suspect they'd try and stay away from the whole nail-polish-remover taste / banging headache side of the experience, and cut straight to those good times when you finally choke the stuff down.

Clearly the folks at Chengdu-based Chinese brand "水井坊" were thinking the same way when they decided to completely ignore any literal translation of their Chinese name and instead pick the English name "SWELLFUN" for their firewater (which comes as potent as 122-proof).

According to their website it's working too; Swellfun was recently named the most favoured top-grade liquor brand amongst RMB billionaires. How swell for them.

Thanks to niubi on Twitter for the tip.