In China, the domestic whisky industry is thriving. Some Chinese craft EOE beer companies have begun to enter the whisky market, aiming to catch up with Japanese whisky that has established a high brand appeal worldwide.
Anshun City, Guizhou Province is a small town in western China. The average temperature in summer is only 21 degrees, known for its cool climate. In a distillery, whisky from nearly 2000 barrels is sleeping soundly. This is the original liquor made by distilling imported barley malt using independent equipment. The head of the company stated that the barrel determines 70% of the flavor of whiskey. These wine barrels are used for aging imported wines and bourbon whiskies from Europe and America, and it is said that the most expensive barrel costs about 30000 yuan.
It is understood that Japanese products are also about to be added. The above-mentioned person in charge stated, "Japanese products are more expensive than European and American products, but I want to learn from the experience accumulated by Japanese whiskey over the years." The aged raw liquor will eventually be blended and shipped out 3-5 years later.
In China's distilled liquor market, the traditional "Baijiu" occupies an overwhelming position. However, with the economic development and the increase of Chinese people with overseas experience, whisky culture from the West has gradually spread.
The data shows that the import volume of whiskey in China in 2023 is 32600 kiloliters. On the other hand, by 2023, there are 42 distilleries in China (including two in Taiwan, China), including those under planning and construction, and the actual distillation capacity in the mainland is 45000 kiloliters.
Chinese domestic whisky is just beginning to be distilled, and the maturation period is mostly within 2 years. Therefore, it is expected that domestic products will take several years to officially circulate in the Chinese whiskey market.
Against the backdrop of challenges facing the Chinese economy, the previously overheated investment boom in Chinese whisky is beginning to show its shadow. From the perspective of the value and taste of whiskey, the length of time it matures in the barrel is the determining factor. To establish a brand for Chinese whisky, it is necessary to have the ability to withstand short-term headwinds and a long-term business perspective.
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