For international alcohol brand owners, the early promise of China’s burgeoning economic growth in the first decade of the 21st Century was all about brown spirits, spearheaded by Cognac, with blended Scotch hot on its heels. Martell, Hennessy and Louis XIII, with Chivas Regal, Johnnie Walker and Royal Salute just behind.
Why unaged spirits brand owners should – finally – consider China
Long the preserve of baijiu, China has been considered off-limits by international brands in the unaged spirits segment. Category commentator Richard Woodard believes that position deserves a review.
