Diageo See Jiangsu As Key Whiskey Market


Via www.ecns.cn

China is the world’s largest alcohol consumer, but imported spirits are not as popular as local white grain liquor (baijiu) in the country. According to data from IWSR, an international alcohol beverage market data and analysis provider, imported spirits account for less than 2 percent of the overall alcohol beverage consumption in China.

For Diageo, the key markets in the country include Fujian province, Guangdong province, Jiangsu province and Shanghai, but some provincial capitals such as Chengdu in Sichuan and Wuhan in Hubei are also seeing higher consumption.

Since its foundation in 1997, the company has been launching a series of programs to boost whisky consumption, such as the Diageo Whisky Academy set up in 2017, a learning center for trade professionals and whisky lovers.


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