Chinese internet giant Sina Corp and Sichuan- d liquor producer Wuliangye Yibin have announced they have struck a new strategic collaboration that will allow them to tokenize high-end baijiu, China’s most famous traditional alcoholic beverage.

Per a state media report, liquor drinkers and collectors can now buy and trade tokens backed by Wuliangye baijiu products using blockchain-powered buying platform Zhenjiu.

The Chinese luxury market has been rushing to embrace blockchain technology, and is keen on promising customers immutable and traceable products. The technology is being employed by companies that want to ensure the authenticity of expensive goods and collectibles.

Sina Corp, the operator of popular Chinese microblogging site Sina Weibo, says that it is among the first companies in China to launch an online retail platform of this kind.