Chinese Whisky Lures Luxury Consumers
Published 08 March 2024
The race is on to secure a strong footing in China’s whisky sector as well-heeled Chinese consumers show interest in the drink. Reflecting their enthusiasm, China’s at home whisky market is projected to grow by 1.41% annually between 2024 and 2028, resulting in a market volume of $1.1bn by 2028 (Statista, 2024).
In December 2023, French alcohol company Pernod Ricard released its first China-made whisky, produced and bottled at its distillery in Emeishan, Sichuan Province (a Unesco World Heritage Site). The Chuan Pure Malt Whisky features European and Chinese barley and is finished in Chinese single oak casks.
We are proud to put China on the world map of whisky by presenting this exceptional malt whisky of The Chuan. As a leading international spirits group, we are committed to proactively responding to the burgeoning enthusiasm and diversified demands of Chinese consumers.
The ambitious alcohol brand isn’t the only one with eyes on China’s elite drinkers. UK-headquartered drinks giant Diageo will present formidable competition when it offers blends from its new carbon-neutral distillery in the Yunnan Province. Meanwhile, French cognac producer Camus is building a new $30m distillery in the Anhui Province with Chinese baijiu maker Gujinggong to create “a super-premium whisky that combines Chinese expertise in fermentation and aromatic intensity, Scottish distilling knowledge, and the experience of ageing and blending from Cognac”, according to industry website The Spirits Business. Production is scheduled for 2025.
Diageo
Camus x Gujinggong
 Diageo |  Camus x Gujinggong |
Also throwing its hat into the ring, Scotland’s Angus Dundee Distillers is constructing a malt whisky distillery and experience space in Chun’an. Its picturesque setting by the Thousand Island Lake will boast the world’s largest cave whisky maturation cellar within a nearby mountain. “This investment is a major milestone for Angus Dundee Distillers and builds on our existing presence in China, a whisky market we regard as one of the most important for the future,” said director Brian Megson.
Angus Dundee Distillers