{"id":14274,"date":"2024-07-04T06:30:14","date_gmt":"2024-07-04T06:30:14","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=14274"},"modified":"2025-04-23T08:59:35","modified_gmt":"2025-04-23T08:59:35","slug":"10-takeaways-from-the-china-whisky-outlook-2024","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/10-takeaways-from-the-china-whisky-outlook-2024\/","title":{"rendered":"10 takeaways from the China Whisky Outlook 2024"},"content":{"rendered":"

Following CBBC\u2019s recent China Whisky Outlook 2024<\/strong> summit with Barley Magazine<\/a> in Edinburgh, Tom Pattinson<\/strong> shares 10 key findings for the industry<\/h2>\n

The China Whisky Outlook 2024 featured three panels about China\u2019s whisky market, its challenges and its potential. The discussions centred on the following themes: How to Export Your Whisky to China; How to Protect Your Whisky Brand in China; and The Chinese Whisky Landscape: Domestic Consumer, Local Brands and Global Distilleries. Here are some of the key takeaways.<\/p>\n

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The Chinese distillery boom is happening on a massive scale <\/strong><\/h4>\n

\u201cThere is a wall of local money supporting these local [Chinese] distilleries, and there will be a huge marketing spend as a result aimed at educating Chinese drinkers about whisky,\u201d explained Paul Skipworth, Chair of Eden Mills Distillery. \u201cThis is good for the whisky industry as the number of drinkers will skyrocket as a result of this marketing spend\u201d. There are about 48 whisky distilleries under construction in China.<\/p>\n

Chinese whisky drinkers are much younger than you think<\/strong><\/h4>\n

\u201cWe will see more consumers buying single malt whisky to drink rather than just those looking at an alternative investment,\u201d says Michael Ren, a whisky buyer and consultant to Chinese collectors. The average Chinese whisky consumer is much younger than that of the UK, with mostly Gen Z (born after 1997) consumers choosing whisky as their spirit of choice. These younger drinkers are eager to move away from baijiu<\/a> \u2013 the ubiquitous white spirit found across China that makes up over 96% of China\u2019s spirits market. The demand for rare single malt whiskies in China is soaring as limited supply is met with a growing demand. Young, wealthy Chinese consumers want to buy into an international lifestyle that has history and heritage whilst also showing off their individuality by tracking down rare bottles.<\/p>\n

The next whisky trend in China will be the premium middle market<\/strong><\/h4>\n

\u201cThere is a massive opportunity to be enjoyed in China,\u201d says Iain Weir of Ian Macleod Distillers, the producers of Tamdhu, Rosebank and Glengoyne. In recent years, single malt sales have been dominated by the top end of the market \u2013 quality, rarity and scarcity have always been priorities for Chinese buyers and collectors. However, as Chinese whisky buyers move from collecting to consuming, the next big opportunity will be the premium middle market.<\/p>\n