So let’s take a look at how brands are talking to the emerging middle classes and upwardly mobile whisky drinkers of one of the rising markets for whisky; China.

As we all know, whisky is becoming an ever increasingly globalised drink. It is already distilled all around the world in around 40 different countries, so it makes sense that its consumer base would span the globe, with varying wealth, needs and desires, because of this, every country or area will engage differently with brands as drinking cultures vary so much from place to place.

In order for a brand to maintain a hold on to their market share across the globe, they have to know how to speak to people in each place on a level that will draw them in and keep them interested. But the big thing all whisky brands are facing is the question of who the Chinese whisky drinker really is; what they like doing in their lives away from whisky, where whisky fits in to their world, what establishments do they drink at, what other spirits are of interest to them and why do they want to drink whisky? A lot of questions for brand ambassadors and marketing teams, sure, but a work of opportunity awaits for each and every Scotch, Irish and world whisky brand once they unlock this precious understanding of who they are trying to get their product in front of. 

Producers are approaching the Chinese market with caution, respect and optimism. 

In China, the culture is to drink and toast. And when you’re done drinking and toasting, you top up your glass and do it all again. Many brands, including Benromach with their exclusive single cask for China, Teeling with a limited edition product that was finished in ex-Chinese red wine casks and a host of limited edition packaging releases for Chinese New Year each year.

“The Chinese whisky market potential is huge. It’s the new generation of whisky drinkers in China whisky brands need to be mindful of, as there’s massive potential here. Some of the big players in China are focused on ‘elitist’ luxury – they bottle at 40% and add colouring – are they doing enough? Is it not now the time to go in, be distinct and more importantly, to educate”, said Ian Taylor, Global Brand Director, Malts for Bacardi

This creates an air of exclusivity, elevating Scotch to be perceived as precious and signal it as a drink that should be used to celebrate, especially for those wealthy enough to afford it. And this is the crux of how brands have been approaching the building of their presence in the country; launching and pumping money in to the luxury, limited edition end of ranges, as demonstrated by brands such as The Dalmore, The Macallan, Yamazaki, Hakushu, Craigellachie, Glenfarclas and Glenmorangie.