The Courier & Advertiser (Angus and Dundee)
Virtual whisky festival aiming to make Scotland the toast of China
LUCRATIVE: Highincome young millennials are driving new growth
Scotland is set to be the toast of China when a virtual whisky festival takes place in the country later this year.
Organised by Dundee-based digital agency Zudu, the event is designed to boost Scottish companies and their products to the lucrative Chinese market where Scotch whisky is now thought to be worth £89 million.
Held over a five-week period, beginning in October, Nihao Whisky Festival will spotlight whisky brands and culminate in a live tasting event in Shanghai attended by key figures including whisky experts and distributors.
Organisers say the aim is to push Scottish brands in China and unlock new opportunities for businesses as global economies emerge from the Covid-19 pandemic.
Data from the Scotch Whisky Association shows 25 bottles of Scotch whisky are exported to China every minute and the rise of e-commerce has led to an increased appetite for premium imported alcohol.
Zudu, which participated in a Scottish Chambers of Commerce (SCC) visit to China in 2018, said promoting whisky in China has been a priority for the firm.
Following the festival, Zudu’s Chinese arm, Nihaoscotland, will embark on a six-month influencer marketing campaign with select Scotch whisky brands to promote their products in different regions across China.
James Buchan, managing director of Zudu, said: “Now is a great time to start pushing whisky brands internationally.
“Thanks to our work with brands like Clydeside Distillery, Lindores Abbey, Spey Valley and Esker Spirits, we think we’re best placed to fly the flag for Scottish food and drink businesses.”
The firm is in “active discussions” with producers in Tayside and Fife with a view to participating in the event.
Angus-based David Valentine, international trade ambassador for SCC, said the rise in China’s high-income population is driving up sales of whisky, especially among young millennials.