CBI member, Diageo has launched a new whisky in China that has been tailor-made for the market. Described as a “premium taste of east and west”, Diageo’s Zhong Shi Ji whisky has been created by Johnnie Walker’s scotch whisky master blender, Craig Wallace, in collaboration with the company’s joint venture partner in China, Jiangsu Yanghe Spirits, and baijiu master Zhou Xinhu.
Zhong Shi Ji is made through a “unique” production method which incorporates the best of Scottish whisky distilling and Chinese baijiu brewing. This includes taking steps to “soften” the whisky through the traditional Baijiu brewing process of “Chinese ceramic pot maturation.” By taking this step, Zhong Shi Ji has an ultra-smooth taste, which makes it a good accompaniment for meals and formal occasions.
C.H. Chu, managing director of Diageo Greater China said, “Diageo has long regarded China as one of the world’s most important emerging markets for whisky. With accelerated urbanisation and a fast growing middle class, Chinese consumers are demanding both choice and quality. We believe that Zhong Shi Ji can play an important role in the Chinese dining occasion, launching a new era for whisky drinkers in China. Through our new partnership with Yanghe, Diageo is well placed to leverage our strengths in craftsmanship, brand building and distribution.”
Whisky is quickly growing in popularity in China. Subscribers to China Direct may wish to return to a briefing issued by fellow CBI member, the Scotch Whisky Association from August of last year, which highlighted how a downturn in direct whisky exports to China, that had hampered the growth of the industry since 2012, was recovering with direct exports to China being worth £61 million in shipment value over the course of 2017/8. Corroborating this trend, Diageo reported that there had been a 147% increase in the number of Chinese visitors to their Scottish distilleries over the same period.
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