China’s thirst for premium spirits is uncorking major opportunities, and global drinks giant Diageo is raising a glass 🥂. The company just opened its first malt whisky distillery in Eryuan County, Yunnan Province—a strategic move to tap into the Chinese mainland’s rapidly growing luxury alcohol market.
In an exclusive chat with CGTN, Diageo CEO Debra Crew highlighted China’s role as a 'key growth engine' for the Johnnie Walker maker. 'From lush barley fields in Yunnan to tech-savvy consumers in Shanghai, China offers unmatched potential,' Crew said. The distillery, set against Yunnan’s picturesque landscapes, aims to blend local ingredients with Diageo’s 200-year whisky craftsmanship.
Why Yunnan? Crew pointed to the region’s pristine water sources and climate, calling it 'ideal for creating a unique Chinese whisky identity.' The move aligns with Beijing’s push for high-quality foreign investment and sustainable development—a win-win for global brands and local economies.
📈 Fun fact: China’s whisky market is projected to grow over 20% annually through 2028, driven by young professionals craving premium experiences. For Diageo, this isn’t just about selling bottles—it’s about building cultural connections. 'We’re here for the long term,' Crew emphasized, nodding to upcoming innovations tailored for Asian palates.
