1. Diageo will invest $75 million to build its first whisky distillery in China
On November 2, the wine giant Diageo Yunnan Eryuan Whisky Distillery project in Fengyu Town, Eryuan County, the winery will be completed in 2023, Diageo said that the distillery will produce Diageo's first single malt whisky originating in China, targeting "quality" drinkers in China.
Diageo's ambitions in China are based on the strong growth in sales of whisky in China over the past 5 years. According to Euromonitor Information Consulting, from 2016 to 2019, the market sales of whisky in China reached $1.7 billion, although far less than the $150 billion of the liquor market, but still have unlimited potential.
Diageo Asia Pacific's president said that now our goal is to slowly integrate whisky into some of China's traditional festivals, such as the Spring Festival and Mid-Autumn Festival. The company said the distillery will be carbon neutral and recycle the water used, and will also provide a tourist tourism center for whisky lovers.
Earlier this year, Diageo opened a new logistics center in Shenzhen and announced the construction of an R&D center in Shanghai. Diageo said the center will focus on developing high-end products that cater to the tastes of Chinese.
Rival Pernod Ricard also announced in 2019 that it plans to launch a Chinese-made malt whisky collection as early as 2023 and build its first malt whisky distillery in China in Sichuan Province.
2. Johns Y&N was launched with a new regular wine high rye
As early as June 24, 2021, a new set of Johns Y.C. labels appeared online, according to the label, this is a blended Scotch whisky called high rye, until November 1, When Johnny Gets officially announced high rye.
Officially, this is a cocktail made by Johnny Beveridge and Johnny Beveridge and Johnny Plus whisky expert George Harper, suitable for cocktails such as Manhattan. Original malt whisky from cardhu, caol ila, glenkinchie and clynelish distilleries commonly known as kittens is blended, as well as grain and rye whisky originals from cameronbridge and teaninich distilleries. Rye makes up at least 60% of the ingredients, and the malt whisky used is the original wine that forms the iconic core flavor of the Johnny's black label."
The high rye's packaging still features Johnnie Nzede's signature square bottle and slanted label, while also undermining a groundbreaking innovation with a refreshing colour scheme. It is worth mentioning that at present, this wine is in the core range sequence on the official website of Johns Ginni Dega in the United States, which means that this is likely to be launched as a new Joonnie Regga regular wine member.
Starting this fall, Johns Negar will launch an HR marketing campaign that includes tasting sessions, traditional and digital media, social media, kol and public relations support across a range of different channels and approaches. High Rye is now available in the United States, with an official suggested retail price of $34.99 (about 224 yuan).
3. Bacardi's world's first whisky flagship store landed in Haikou
On October 30th, the world's first whisky flagship store of the world-renowned foreign wine brand Bacardi opened in Shenzhen Duty Free Haikou Mission Hills Duty Free City, creating a new immersive consumer experience for whisky lovers.
The Bacardi Whisky flagship store in Haikou is equipped with a number of professional wine consultants, who can take consumers to understand the whisky culture in depth and explain the differences between the aging process and malt flavor. The flagship store also has a tasting area where consumers can experience the Emperor, Royal Blackla, Alberti, Klegaher and many other brands.
Gaurv Joshi, Bacardi's Director of Global Travel Retail Asia Pacific, said that as the journey of tourists extends, multi-level digital engagement, exquisite in-store experiences and disruptive innovations can help Bacardi maximize the potential of profitability and brand building.
4. Royal Salute has partnered with Richard Quinn to launch a fashion-limited collection
Royal Salute Scotch Whisky has launched its first fashion-limited collection, using the Royal Salute for 21 years to collaborate with Richard Quinn, a rising star of haute couture in the British fashion industry. This new collection pays homage to the innovative spirit of the fashion world.
The Royal Salute 21 years ago was created by Sandy Hyslop, chief bartender of the Royal Salute brand, who pioneered the hand-selection of more than 31 precious single malt and grain whiskey liquids, including the closed distillery liquor. This whisky has a stunning floral signature taste and layered oak and spice flavours.
The Royal Salute 21 x Richard quinn edition is a modern and avant-garde interpretation of the classic floral motifs in the unique personal style of the designer of the same name, and the distinctive print designed by Richard for the Royal Salute brand is embellished on the bottle body, highlighting the creative fusion of the Royal Salute brand and the designer's creative taste.
The Royal Salute's fashion-limited series release exhibition was held at The Shanghai Xiaolou Art Space. The exhibition also features in-depth and tasting experiences, including the display of Richard Quinn's haute couture collection. Guests can also experience immersive artistic creativity and handmade interaction in the space.
5. Penn Suntory sells its liqueur brand
Recently, Penn Suntory sold its leroux brandy and kamoa coffee liqueur to the Phillips distilling company for an undisclosed amount.
Minnesota-based Phillips Distillation, which owns brands such as UV VODKA and Prairie Organic Spirits, said the acquisition will complement the company's product line and cement its position as a market leader in the liqueur and liqueur categories.
The company is said to have a long history of liqueurs and absinthe, introducing mint absinthe to the United States in the 1930s. Phillips Distillation also owns the tour puss and butter ripple brands, which are Canada's best-selling liqueurs.
The leroux range sold includes 19 liqueurs and 8 flavored brandies. The brand's flagship product, Polish BlackBerry brandy, is one of the best-selling brandies in the United States. The kamora brand is the second best-selling coffee liqueur in the United States and Canada. The transaction is expected to close by the end of 2021.