---
title: "When Sparkling Juice Becomes a New Staple in Foodservice, How Does Jiuri Validate Category Value with 'Four-Exhibition Linkage'?"
description: "In March, the 2026 Spring Sugar Fair arrived as scheduled. This year, Jiuri, a brand deeply rooted in the imported food sector for 18 years, made a decision that drew industry attention—breaking the conventional single-hall model to debut at the fair with a 'four-exhibition linkage' across Western Expo City 10F, Century City S8F, Tibet Hotel 218, and Crowne Plaza Zongfu 2F. This is not merely an expansion of booth space but a deep confidence in the commercial value of the 'sparkling juice' niche and a strategic declaration to find incremental growth in an era of stock competition."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2026-03-22"
categories: "Consumer & Categories, Management & Methods"
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original_source: "https://mp.weixin.qq.com/s/CDPhCK9GlioWqTo9lrFzmQ"
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citation: "New Distribution. “When Sparkling Juice Becomes a New Staple in Foodservice, How Does Jiuri Validate Category Value with 'Four-Exhibition Linkage'?.” New Distribution, 2026-03-22. https://xinjignxiao.com/en/articles/when-sparkling-juice-becomes-a-new-staple-in-foodservice-how-does-jiuri-cb2db176/"
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# When Sparkling Juice Becomes a New Staple in Foodservice, How Does Jiuri Validate Category Value with 'Four-Exhibition Linkage'?

> In March, the 2026 Spring Sugar Fair arrived as scheduled. This year, Jiuri, a brand deeply rooted in the imported food sector for 18 years, made a decision that drew industry attention—breaking the conventional single-hall model to debut at the fair with a 'four-exhibition linkage' across Western Expo City 10F, Century City S8F, Tibet Hotel 218, and Crowne Plaza Zongfu 2F. This is not merely an expansion of booth space but a deep confidence in the commercial value of the 'sparkling juice' niche and a strategic declaration to find incremental growth in an era of stock competition.

In March, the 2026 Spring Sugar Fair arrived as scheduled.
This year, Jiuri, a brand deeply rooted in the imported food sector for 18 years, made a decision that drew industry attention—breaking the conventional single-hall model to debut at the fair with a 'four-exhibition linkage' across Western Expo City 10F, Century City S8F, Tibet Hotel 218, and Crowne Plaza Zongfu 2F.
This is not merely an expansion of booth space but a deep confidence in the commercial value of the 'sparkling juice' niche and a strategic declaration to find incremental growth in an era of stock competition.
Leading the 'Happy Water 3.0' Era
Looking back at the beverage market, a long-standing structural divide is evident: on one side, carbonated drinks dominate the 'happy water' mindshare among young consumers with their strong fizzy sensation, yet they carry a heavy 'unhealthy' label due to high sugar and additives;
on the other side, pure juices tout nutrition and health but often fail to fit high-frequency meal scenarios due to overly thick and sweet textures, especially clashing with heavy-oil and spicy dining environments.
Consumers oscillate between 'wanting refreshment' and 'fearing weight gain,' and between 'wanting health' and 'fearing greasiness.' The market has long awaited an 'intermediate' answer that perfectly balances these two ends. Jiuri sparkling juice emerged precisely to fill this huge market gap.
It did not fall into mere concept hype but returned to product essence, using a golden ratio of '50% real juice + 50% sparkling water,' adhering to the bottom line of '0 preservatives, 0 sugar substitutes, 0 stabilizers' in ingredients, addressing consumers' growing health anxiety with a nearly minimalist ingredient list.
At the same time, in taste experience, it cleverly uses the physical stimulation of fine bubbles to balance the natural sweetness of juice, creating a unique flavor that combines 'crisp refreshment' with 'light sweetness.'
This product form, defined by the industry as 'Happy Water 3.0,' not only solves the pain points of traditional soda and pure juice but also creates a brand-new consumption scenario, making 'having both' no longer an empty phrase but a tangible reality.
Market Performance Validates Category Value
However, in the FMCG industry, no matter how perfect a product concept is, if it fails to move at the terminal, it remains a castle in the air. Whether a new product can truly survive and grow into a big tree, the channel is the fairest and most ruthless examiner.
Fortunately, Jiuri sparkling juice delivered a convincing practical report at the start of 2026, validating its 'foodservice hard currency' attribute with solid data.
From CVS convenience store systems like 7-11 and FamilyMart in first-tier cities in East and Southwest China, to large supermarket chains like RT-Mart and Dennis in Henan and Shandong, to instant retail platforms and vending machines across communities and streets, Jiuri has rapidly built a comprehensive, seamless three-dimensional sales network.
Especially its explosive power in the foodservice channel—an area considered the 'hardest bone to crack' in the beverage industry—has now become Jiuri's fastest-growing engine.
In Zhengzhou alone, a base market, Jiuri sparkling juice successfully entered 407 foodservice outlets in a short period, with total sell-through exceeding 1,200 cases.
In the hotpot-specific scenario, Jiuri's average sell-through per store reached 5.69 cases, 3.6 times that of traditional tobacco and liquor store channels.
This stark data comparison powerfully proves that Jiuri sparkling juice, with its unique attributes of relieving spiciness, cutting greasiness, and refreshing, has deeply embedded itself in consumers' dining memory, becoming an indispensable 'new standard' on hotpot tables. Its irreplaceability in specific scenarios is being widely recognized by the market.
This strong market performance is by no means accidental luck but stems from Jiuri's strategic determination of 'point-to-area, intensive cultivation' and a channel philosophy of sharing risks.
In its expansion path, Jiuri did not blindly cast a nationwide net but adopted a steady model-market replication strategy.
In Weihai, Jiuri achieved an ultra-high transaction rate of 36.3% in the initial stage, quickly establishing a regional benchmark; then Yantai followed, with the transaction rate steadily rising to 16%, and the foodservice channel share consistently around 25%, forming a healthy channel model with balanced development and mutual promotion between foodservice and circulation.
Channel Empowerment Practices 'Long-termism'
This steady pace ensures that every new market entered can take root and grow, rather than being a flash in the pan.
More commendably, Jiuri deeply understands that in the current economic environment, dealer confidence is more important than gold. To completely eliminate partners' worries, Jiuri broke industry conventions and launched a series of sincere, even 'disruptive,' empowerment policies.
The brand not only signed with Focus Media, committing to tens of millions in annual advertising investment precisely allocated to agent regions, but also introduced professional consulting firms for strategic guidance and conducted full-domain seeding through new media matrices like Douyin and Xiaohongshu.
At the same time, Jiuri explicitly included a 'zero-risk commitment of return/exchange within three months' in contracts and equipped professional sales teams to provide 'goods arrive, people arrive' hands-on services, assisting dealers with distribution, display, and even in-store promotions.
This long-termist stance of keeping risks for itself and giving benefits to partners is transforming traditional trading relationships into a true community of shared destiny, allowing dealers to dare to go all out.
Standing at the new starting line of the 2026 Spring Sugar Fair, Jiuri's vision has already set its sights further into the future.
Facing the upcoming summer beverage battle, Jiuri has formulated a clear and aggressive battle plan: this summer, the brand plans to add 120,000 ice-line display points, create 40,000 full-scenario 'ice-cold model stores,' and set a military pledge to strive for an average sell-through of over 10 cases per store.
Behind this series of measures is Jiuri's absolute confidence in product strength and its continuous optimization of channel strategies. The 'four-exhibition linkage' at this Spring Sugar Fair is not only a concentrated display of brand strength but also a strong signal of open cooperation.
During the event, Jiuri will officially release agency quotas for some high-quality regions, and the first batch of signed partners will enjoy priority access to freezer display resources and advertising traffic support.
For dealers seeking stable growth projects and eager to grow with a brand with long-term vision, Jiuri sparkling juice's demonstrated category potential, proven practical tactics, and unreserved support policies may be the best opportunity worth going all-in on.
At the turning point of the beverage industry from 'involution' to 'rebirth,' Jiuri, with its unique posture, invites every partner to share the huge dividends of the sparkling juice blue ocean market and win the summer business opportunities of 2026 together.


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## Citation metadata

- Publisher: New Distribution
- Author: New Distribution
- Published: 2026-03-22
- Canonical: https://xinjignxiao.com/en/articles/when-sparkling-juice-becomes-a-new-staple-in-foodservice-how-does-jiuri-cb2db176/
- Original source: https://mp.weixin.qq.com/s/CDPhCK9GlioWqTo9lrFzmQ

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