China's alcohol market is becoming increasingly appealing to foreign brands due to its diversified consumer base, rich spirits culture and complete digital ecosystem.
The Macallan, a renowned Scotch whisky brand under leading global spirits company Edrington Group, is focusing on strengthening its presence in China and leveraging its experience in the country to expand globally.
In an interview with China Global Television Network (CGTN), Francois Saurel, Regional Managing Director of Edrington for the Asia Pacific, shared his views on the Chinese market and factors that influence their strategies.
"China is very important for us, it has always been, and it's even more and more year after year. The immense opportunity of the market, the passion that the Chinese consumers, the Chinese clientele is showing for whisky, looks unstoppable," said Saurel.
The lion's share of China's liquor consumption is occupied by its traditional distilled spirit -- baijiu. For The Macallan, this apparent challenge is an opportunity in disguise.
"Actually, we don't see that as a competition at all. To the contrary, we see that as a very positive foundation for the future development of our brand, because if baijiu is so important in China, it's because spirits play a pivotal role in Chinese culture. It's about this kind of mediation, helping the conversation, the deepened conversation, the friendship, the social gathering of the Chinese clientele," he said.
Meanwhile, China's advanced digital ecosystem has also helped the brand grow, he stressed.
"Digital ecosystem is something very important. China is really where the digital is at the level of sophistication, which is on top in the rest of the world, unmatched in the rest of the world. And here we have advanced our capabilities in terms of platform, but also in term of resources, to make the most of that opportunity to engage with the Chinese clientele," Saurel said.
Scotch whisky brand sees opportunity in China's spirited liquor culture
