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A distillery in southwestern China is capitalizing on the growing preference for whisky among young Chinese consumers, who are opting for it over the traditional baijiu liquor typically used for celebratory occasions. Pernod Ricard, the French wine and spirits group, has invested over USD 100 million in a distillery located at Mount Emei, a UNESCO World Heritage site. The distillery recently introduced a pure-malt whisky called The Chuan, which incorporates traditional whisky-making techniques along with Chinese elements such as locally grown barley and barrels made from oak sourced from the Changbai mountains in northeastern China. The unique terroir of China provides an exceptional environment for aging whisky, including the utilization of top-quality mineral water sourced from Mount Emei, according to Yang Tao, the master distiller at the distillery.
Whisky is a relatively new beverage in China, but there are already more than 30 whisky distilleries across the mainland. Whisky consumption in China, as measured by volume, has experienced a compound annual growth rate of 10 percent from 2017 to 2022, as per IWSR, a beverage market analysis firm. Sales volume is projected to continue growing at double-digit rates until 2028, according to Harry Han, an analyst at market research provider Euromonitor International. Alexandre Ricard, the chairman and CEO of Pernod Ricard, expressed confidence in the potential of the Chinese whisky market, stating that the Chinese have developed a genuine taste for malt whisky.
The popularity of whisky in China has surged alongside the country’s economic growth, as individuals seek personalization and uniqueness in their consumption choices. Raymond Lee, the founder of the Single Malt Club China, a whisky trading and distribution company based in Beijing, explained that as personal income increases, people aspire for individuality and begin exploring new options. Whisky caters to the consumption mindset of these individuals, offering a distinct quality that sets it apart from other alcoholic beverages.
The whisky trend is particularly driven by younger Chinese consumers who exhibit a greater openness to Western cultures and lifestyles compared to their parents’ generation. More than half of China’s whisky consumers fall between the ages of 18 and 29, according to an analysis based on data from Billion Bottle’s e-commerce platform, which boasts over 2 million registered users. As China becomes increasingly open and opportunities to travel abroad expand, the younger generation absorbs diverse cultures and demonstrates the willingness to try new experiences. Whisky, being significantly different from China’s traditional baijiu, is more easily embraced by these consumers.
Overall, the whisky market in China shows tremendous potential for growth, making it an attractive prospect for distilleries and spirits companies looking to cater to evolving consumer preferences.
Whisky is gaining popularity among young Chinese consumers as top distillers increasingly target the growing market. The rise in demand for whisky in China is attributed to factors such as increasing disposable incomes, changing lifestyles, and a growing appreciation for premium spirits. Whisky brands are now strategically focusing on appealing to the younger generation by offering a wide range of flavors, innovative packaging, and engaging marketing campaigns. This trend indicates a shift in consumer preferences and highlights the potential for further growth in the Chinese whisky market.
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