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Japanese NNA ASIA website article on July 23, original title: Market size continues to expand, European giants also launched whiskey in China. The "mellow" world that can be drunk and talked about is very attractive. In China, the popularity of whiskey is increasing, and there are more and more fans. In the past 10 years, the size of the Chinese whiskey market has expanded by more than 4 times, and European whiskey giants have also begun to target the Chinese market.

In recent years, as China's middle-income group expands, the number of bars where people can easily enjoy whiskey in coastal cities has increased dramatically, increasing demand. According to data from the Whisky Professional Committee of the China Alcoholic Drinks Association, China's whiskey imports exceeded 32 million liters in 2023.

2021 is known as the "first year of Chinese whiskey". Due to the increase in whiskey consumption and the judgment of foreign capital on the Chinese whiskey market, overseas whiskey brands have begun to produce in China. In August 2021, the French Pernod Ricard Group started production at its malt whiskey distillery in Mount Emei, Sichuan. In November of the same year, the British Diageo Group established a factory in Eryuan County, Yunnan Province. In April this year, the British Occitanie Group invested in and established a factory in Qiandao Lake, Hangzhou.

Not only foreign companies, but also domestic alcohol giants have begun to enter the whiskey market. Many alcohol companies such as Gujing Gongjiu, Luzhou Laojiao, Langjiu, and Yanjing Beer are also developing whiskey products.

According to a report by the Whisky Professional Committee of the China Alcoholic Drinks Association, there are 42 legal entities engaged in whisky production and business activities in China in 2023. The total output of whisky products in China in 2023 is about 50 million liters.

Teppei Yoshimoto, general manager of Shanghai Songfu Industrial Co., Ltd., said that in big cities with strong economic strength, such as Shanghai, Beijing, Shenzhen, and Guangzhou, there are bars selling whiskey everywhere, and the number of whiskey bars in big cities has reached saturation. The number of bars in second- and third-tier cities is increasing, and whiskey consumption will also expand across China.

A Japanese alcohol expert who has lived in China for more than 30 years also said: "In bars in metropolitan areas, young people generally drink whiskey." It is said that many people initially took whiskey as a fashion and later gradually became fans. Many people said that if whiskey becomes a popular drink, then the entire young group will drive whiskey consumption. Together with the wealthy middle-aged and elderly groups, China's whiskey consumption group is increasing.

Shengang Securities predicts that the Chinese whisky market will exceed US$2.25 billion by 2025. (Author: Yuko Hatakezawa, strict translation)▲