Cracking the Chinese Whisky Market: 威士忌酒 with Chen Li
As we've heard several times in previous episodes of Cask to Glass, China is one of the great untapped markets for Scotch whisky.
With a populaton of 1.4 billion, China's the second most populous country in the world. And last year Scotland exported 30 million 70cl bottles to China at a value of £161 million, making it the 10th largest market for Scotch both in terms of volume and value. But when you consider that Scotland exported the equivalent of 1.7 billion bottles worth £5.4 billion in 2024, it's a small market compared to the size of its population.
So, how do you expand the market?…
The skinny
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