Whiskey became a new trend in the imported alcohol sector in China over the past few years. In 2021, the overall imported whiskey reached 30.28 million litres, with an import value of €438 million. In a year-on-year comparison, the total scale (litre) increased by 43.9% and the total value by 92%.
High-quality whiskey is getting more popular among Chinese consumers and especially Irish whiskey stands out with its traditional distillation and ageing processes. The EU SME Centre is therefore co-hosting, together with Enterprise Ireland, Bord Bia & IDA Ireland, a hybrid roadshow on 5 August 2022 to provide knowledge of the Irish whiskey and alcohol sector and introduce Irish distilleries to the Chinese market. As this is a hybrid event, participants joining offline having the chance to gain further insights into the whiskey and alcohol market through a tasting with renowned brands. For participants joining online through Zoom, simultaneous translation from English to Chinese will be provided.
16:00 – 16:30: Welcoming remarks
16:30 – 17:00: Irish Whiskey Investment Road Show
17:00 – 17:15: Whiskey Expert Remarks – Nic Chan, Founder of Whisky Freedom
17:15 – 17:30: Q&A and Roundtable Discussion
17:30 – 18:30: Irish Whiskey Brand Promotion and Tasting
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