In recent years, the CIIE has attracted many of the world's top whisky brands, opening up the huge potential Chinese market for them. At the CIIE, the aroma of whisky was permeated, and the amber liquid swayed in glass bottles, bringing a feast for the palate to the audience.
Pernod Ricard debuted new products at the Expo
Accelerate the layout of China's whisky market
CIIE is not only a link for dialogue between enterprises and consumers, but also an important bridge for enterprises to get close to the Chinese market and seize investment opportunities. Pernod Ricard debuted a number of new products in the Chinese market through the Expo, such as two "aged grade" wines from the Martell Single Region series. The landing of these new products and the feedback from consumers have allowed enterprises to better understand their needs, enrich their product matrix, meet diversified needs, and strengthen their determination to invest and develop in China.
Pernod Ricard's Diechuan Malt Whisky Distillery invested and built in Mount Emeishan strictly controls every step to ensure the quality of whisky. In December 2023, the first batch of The Chuan pure malt whisky (The Chuan) was released, and this "Chinese whisky" quickly captured the taste buds of consumers. Pernod Ricard has seized market opportunities and accelerated its localization strategy by investing in the "China Whisky" category. At the Expo, Diechuan Whisky will be exhibited in a unique way, showcasing its "Chinese terroir, raw materials and brewing philosophy".
Rémy Cointreau has participated in the exhibition for the fourth consecutive year
Buchradi Star Atlas continues to appear at the 7th CIIE
Rémy Martin and other foreign wine brands chose the CIIE as a platform to deepen their cultivation of the Chinese market. Participating in the exhibition for four consecutive years, Rémy Cointreau has deepened Chinese consumers' awareness of the brand, gained insight into market trends, and actively innovated to adapt to the upgrading of the Chinese consumer market. LOUIS XIII, a subsidiary of the Group, has opened the "House of LOUIS XIII" boutique to offer an exclusive and bespoke experience, reflecting the Group's commitment to the Chinese market.
At the 6th CIIE, Buchradix 11.1, a single malt Scotch whisky owned by Rémy Cointreau Group, attracted attention for its unique flavor and exquisite craftsmanship. This wine, which has been aged for nearly 30 years, will continue to be exhibited at the 7th CIIE and is expected to attract more enthusiasts. With the upgrading of China's consumer market, whisky is becoming more and more favored by domestic consumers due to its high-end, personalized and diversified characteristics.
Kirin Group will go further
Cultivating Fuji whisky products
Japan whisky is growing rapidly in the Chinese market, with imports reaching 306 million yuan in 2023, an increase of 338% compared to 2019. Japan whisky is more in line with the taste of Orientals, and the Expo brings its delicate and soft taste to more Chinese consumers. Kirin Group exhibited Fuji Single Grain Whisky and Four Rose Bourbon Whiskey at the 6th CIIE, with Fuji Whisky being the highlight. This whisky has a soft and rich taste that attracts many enthusiasts.
Naoyuki Anwu, Managing Director of Kirin (China) Investment Co., Ltd., said: "CIIE is not only a good opportunity for consumers to learn about companies and brands, but also an excellent platform for direct dialogue with consumers. He said that in the future, the company will further cultivate Fuji whisky products with the aim of innovating the whisky category.
As the preparations for the 7th CIIE enter the sprint stage, many whisky brands have set their sights on this global stage. Whether you're a long-time whisky fan or an occasional taster, you'll find something for yourself at the November tasting.
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