Scotch Whisky China
In February 2021, the Scotch Whisky Association (SWA) released the
export data of Scotch whisky in 2020, Scotch Whisky exports were
worth £3.8bn (down from £4.9bn in 2019). In 2020, Scotch Whisky
accounted for 75% of Scottish food and drink exports, 21% of all UK
food and drink exports, and 1.4% of all UK goods exports. The total
value of Scotch whisky exports to China in 2020 was 107 million
pounds, an increase of 20.4% from 89 million pounds last year, and
it entered the top ten list of Scotch whisky exports for the first
time.
The 10 largest export destinations for Scotch Whisky (defined by
value) in 2020 were:
Top 10 Export Destinations for Scotch Whisky
(defined by value)
in 2020 |
1. USA: £729m - 31.8% | £1,069m in 2019 |
2. France: £375m -13.1% | £432m in 2019 |
3. Singapore: £247m -17.6% | £300m in 2019 |
4. Taiwan: £182m -11.5% | £205m in 2019 |
5. Latvia: £176m +23.6% | £142m in 2019 |
6. Germany: £139m -24.9% | £185m in 2019 |
7. Japan: £114m -22.1% | £147m in 2019 |
8. Australia: £113m -3.17% | £117m in 2019 |
9. Spain: £109m -40.0% | £180m in 2019 |
10. China: £107m +20.4% | £89m in 2019 |
Top 10 Scotch Whisky Export Market, Source: scotch-whisky.org.uk
The 10 largest export destinations for Scotch Whisky (defined by
volume, 70cl bottles) in 2020 were:
Top 10 Export Market for Scotch Whisky
(defined by volume, 70cl bottles)
in 2020 |
1. France: 176m bottles +1.5% | 173m bottles in 2019 |
2. USA: 112m bottles -12.3% | 127m bottles in 2019 |
3. India: 95m bottles -27.8% | 131 m bottles in 2019 |
4. Brazil: 45m bottles +5.7% | 43 m bottles in 2019 |
5. Japan: 45m bottles -26.2% | 60 m bottles in 2019 |
6. Germany: 43m bottles -14.3% | 50 m bottles in 2019 |
7. Mexico: 42m bottles -17.9% | 51 m bottles in 2019 |
8. Latvia: 39m bottles +11.9% | 35 m bottles in 2019 |
9. Poland: 37m bottles +14.6% | 33 m bottles in 2019 |
10. Spain: 36m bottles -26.1% | 57 m bottles in 2019 |
Top 10 Scotch Whisky Export Market, Source: scotch-whisky.org.uk
In 2018, the 41-year-old original wine (barrel number 4969) of
Teska Talisker released for the Chinese mainland market was sold
for HK$116,000 at the Bonhams auction in Hong Kong.
The price of whisky imported from China has been rising steadily
over the past 10 years with the "consumption upgrade", surpassing
the world average in 2016 and entering a period of high average
unit price significantly in 2017. As the market matures, the trend
of Chinese consumers pursuing high-end whisky has become more and
more pronounced in the past two years.
High-end whisky attracts the vast majority of attention, but the
vast majority of consumption is still occupied by the entry-level
products of large brands, and this phenomenon was also found in the
process of our field visits, whisky display cabinets are neatly
arranged with high-end whiskies worth thousands of yuan, but the
flow of people is basically concentrated in front of entry-level
wines such as Ballantine Tantan Alcohol and Grantwick.
These products occupy the outermost area of the liquor sales area,
the largest flow of people, according to the sales staff, the
200-yuan Ballantine 12-year-old whisky is the best-selling, often
able to attract passing non-whiskey drinkers to buy and taste.
Young consumers are becoming the main force. Young people have huge
consumption potential and are willing to pay for a fashion
lifestyle, so more and more international brands are targeting
young consumers by establishing a fashion image, especially the
post-90s group. At present, as nightclubs, bars and pubs become
more and more fashionable in China's first- and second-tier cities,
the younger generation has more opportunities to contact whisky.
The rapid rise of whisky in the Chinese market perfectly shows the
expansion of China's young middle class group, these groups with
consumption potential and the pursuit of personalized consumption
try to show their personal interest in life with their own taste of
wine, the gradual establishment and improvement of the whisky
ecosystem is further promoting its development, although whisky
currently occupies less than 2% of the share of China's liquor
market, but in the next few years, whisky will usher in a golden
period of development in China.
Wines-Importes.com is China’s leading database of Scotch Whisky importers,
distributors and retailers. Our database and directory listing of
spirits importers in China will help Scotch Whisky brand grow their
Scotch Whisky distribution network in the Chinese spirits’ market.
Want to export your Scotch Whisky and grow your brand in China?
Contact us to get the best advice for exporting Scotch Whisky to
China.Top 10 Export Market for Scotch Whisky
(defined by volume, 70cl bottles)
in 2020 |
1. France: 176m bottles +1.5% | 173m bottles in 2019 |
2. USA: 112m bottles -12.3% | 127m bottles in 2019 |
3. India: 95m bottles -27.8% | 131 m bottles in 2019 |
4. Brazil: 45m bottles +5.7% | 43 m bottles in 2019 |
5. Japan: 45m bottles -26.2% | 60 m bottles in 2019 |
6. Germany: 43m bottles -14.3% | 50 m bottles in 2019 |
7. Mexico: 42m bottles -17.9% | 51 m bottles in 2019 |
8. Latvia: 39m bottles +11.9% | 35 m bottles in 2019 |
9. Poland: 37m bottles +14.6% | 33 m bottles in 2019 |
10. Spain: 36m bottles -26.1% | 57 m bottles in 2019 |
