Is it possible for whisky to win over the palates of the Chinese people? Sichuan, known for its production of baijiu, is now the target of Pernod Ricard’s efforts to make it a whisky haven. The Chuan Pure Malt, produced at the company’s distillery in rural Sichuan, is the first step in this endeavor. With the increasing popularity of whisky in China, especially among the younger generation, there is a growing market for premium whisky. Pernod Ricard, along with other companies like Diageo and Angus Dundee, are vying for the attention of these affluent young consumers. Despite a decline in demand for other Western consumables in China, whisky seems to be an exception. The potential for whisky in the Chinese market is promising, and companies are eager to capitalize on this trend.
Source: www.economist.com
Date: 2024-02-29 09:01:22