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Intuitive Investments Group plc announced on 25 September 2025 that its largest investment, Hui10 Inc, signed a strategic cooperation agreement with Sichuan Shuijingfang Co. Ltd., a majority-owned subsidiary of Diageo plc. The agreement involves Hui10 and Shuijingfang introducing Sports Lottery HongBao promotions and incorporating Hui10's digital lottery incentives into Shuijingfang's WeChat Mini Program. Additionally, Shuijingfang's products will be sold via Hui10's platform, providing access through over 200,000 Sports Lottery shops.
| Date | 25 Sept 2025 |
| Time | 07:00:06 |
| Category | Acquisitions and alliances |
| ID | 7071A |
25 September 2025
Intuitive Investments Group plc
("IIG" or the "Company")
Hui10 Secures Agreement with Diageo Shuijingfang
Agreement reinforces the commercial strength of Hui10's Lottery HongBao platform
IIG is pleased to announce that its largest investment, Hui10 Inc ("Hui10") has signed a strategic cooperation agreement with Sichuan Shuijingfang Co. Ltd. ("Shuijingfang"), a leading premium baijiu brand in China and majority-owned subsidiary of Diageo plc, a FTSE100 business and global leader in premium beverages.
This partnership marks Hui10's first formal cooperation agreement with a Diageo plc subsidiary and reinforces the commercial strength of Hui10's Lottery HongBao platform. It highlights a new model of cross-sector marketing between global beverage brands and national lottery infrastructure.
Highlights of the Agreement:
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Hui10 and Shuijingfang will cooperate to introduce Sports Lottery HongBao promotions through Shuijingfang's national retail presence and online mini programmes. |
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Shuijingfang's flagship "Fang Ke You Li" WeChat Mini Program will incorporate Hui10's digital lottery incentives, including QR-linked red envelopes redeemable for Sports Lottery entries. |
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Shuijingfang's products will be sold via Hui10's "Cai Le Tian Xia" private-domain lottery commerce platform, enabling nationwide access through over 200,000 Sports Lottery shops. |
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Joint development of exclusive baijiu products and channel-specific packaging will enhance customer acquisition and promotional impact. |
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Engagement campaigns will be jointly designed with provincial Sports Lottery Management Centres to support compliance and national exposure. |
Giles Willits, Chief Executive Officer of IIG plc, commented: "We are delighted to announce this strategic partnership with Shuijingfang, a subsidiary of Diageo. It demonstrates Hui10's ability to commercialise its technology through partnerships with global consumer brands and aligns perfectly with our mission to scale engagement and monetisation via digital lottery systems."
Enquiries:
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Intuitive Investments Group plc Sir Nigel Rudd, Non-Executive Chairman Giles Willits, CEO
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Via FTI Consulting |
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Zeus Graeme Summers / Dominic King |
+44 (0)20 3829 5000 |
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FTI Consulting Jamie Ricketts / Valerija Cymbal / Jemima Gurney |
+44 (0)20 3727 1000 |
About Intuitive Investments Group plc
IIG is an investment company focused on fast growing, high potential Technology and Life Sciences businesses operating predominantly in the UK, continental Europe, the US and APAC, utilising the Board's experience to seek to generate significant capital growth over the long term for shareholders.
About Hui10
Hui10 is a technology company involved in the digital transformation of the Chinese lottery. It's platform unlocks the market expansion of the Chinese lottery through increasing the number of people playing lottery from the current 10% participation level to target more than 30%. Hui10's platform is integrated into China's national interbank card settlement system and payment platform, UnionPay. Lucky World is an omnichannel commerce platform which provides China's existing 200,000 lottery only shops access to a wider fastmoving consumer goods product offering through its growing number of commercial partnerships with leading Chinese suppliers. Lucky World provides a solution for brands to tackle the global counterfeit crisis using its integrated Lottery HongBao digital solution with incentives, helping to build brand loyalty and trust.
About Diageo plc
Diageo plc is a FTSE 100-listed global leader in beverage alcohol with iconic brands such as Johnnie Walker, Guinness, and Baileys. Through its majority ownership of Sichuan Shuijingfang, Diageo has established a foothold in China's fast-growing baijiu sector.
About Shuijingfang
Shuijingfang is one of China's oldest and most prestigious baijiu brands. Listed on the Shanghai Stock Exchange (SSE: 600779), it is headquartered in Chengdu, Sichuan Province. It blends traditional distillation with modern brand development and is committed to driving innovation in product and digital engagement.