The Chinese demand for imported spirits is booming and the industry consensus is that China will be the largest spirits market in the world.
Traditionally, China has been a brandy market, but in recent years whisk(e)ys made huge inroads. As the market is maturing, new products including rum, tequila, bitters, vodka and the whole range of white and brown spirits are now seeing huge growth numbers.
- China is now the largest Cognac market in the world by value, 70% larger than the USA
- China is the 3rd largest market for the Pernod Ricard group
- Diageo’s spirits sales in China rose 20% in 2011