China's alcohol market is becoming increasingly appealing to foreign brands due to its diversified consumer base, rich spirits culture and complete digital ecosystem.
The Macallan, a renowned Scotch whisky brand under leading global spirits company Edrington Group, is focusing on strengthening its presence in China and leveraging its experience in the country to expand globally.
In an interview with China Global Television Network (CGTN), Francois Saurel, Regional Managing Director of Edrington for the Asia Pacific, shared his views on the Chinese market and factors that influence their strategies.
"China is very important for us, it has always been, and it's even more and more year after year. The immense opportunity of the market, the passion that the Chinese consumers, the Chinese clientele is showing for whisky, looks unstoppable," said Saurel.
The lion's share of China's liquor consumption is occupied by its traditional distilled spirit -- baijiu. For The Macallan, this apparent challenge is an opportunity in disguise.
"Actually, we don't see that as a competition at all. To the contrary, we see that as a very positive foundation for the future development of our brand, because if baijiu is so important in China, it's because spirits play a pivotal role in Chinese culture. It's about this kind of mediation, helping the conversation, the deepened conversation, the friendship, the social gathering of the Chinese clientele," he said.
Meanwhile, China's advanced digital ecosystem has also helped the brand grow, he stressed.
"Digital ecosystem is something very important. China is really where the digital is at the level of sophistication, which is on top in the rest of the world, unmatched in the rest of the world. And here we have advanced our capabilities in terms of platform, but also in term of resources, to make the most of that opportunity to engage with the Chinese clientele," Saurel said.
Scotch whisky brand sees opportunity in China's spirited liquor culture
Visiting Chinese Foreign Minister Wang Yi said Saturday China is willing to work with Lesotho to strengthen exchanges on governance experience, enhance coordination in multilateral affairs, and advance the China-Lesotho strategic partnership.
Wang, also a member of the Political Bureau of the Communist Party of China Central Committee, made the remarks when meeting with Lesotho Prime Minister Sam Matekane in the capital of Lesotho.
During the meeting, Wang congratulated Lesotho on the 60th anniversary of its independence this year, and spoke highly of Lesotho government's efforts to prioritize economic development and steer the African country onto a path of sustainable growth. Since the Beijing Summit of the Forum on China-Africa Cooperation (FOCAC) in 2024, the two sides have advanced cooperation under the 10 partnership action plans unveiled at the summit, successfully implementing a number of key projects to effectively promote Lesotho's development and revitalization, Wang said.
China stands ready to work with Lesotho to strengthen exchanges on governance experience, enhance coordination in multilateral affairs, and push for greater development of the China-Lesotho strategic partnership, he added.
Calling on the two sides to firmly support each other, Wang said that China will accelerate the implementation of its zero-tariff policy for African countries, including Lesotho, expand bilateral trade, investment and industrial cooperation, facilitate broader access of Lesotho's specialty products to the Chinese market, and continue to support Lesotho's national development.
China will continue to stand firmly with African countries, uphold justice for the Global South, including Lesotho, oppose unilateralism and acts of bullying, and work together to build a community with a shared future for humanity, Wang said.
On his part, Matekane said during the meeting that Lesotho cherishes its friendship with China and the strategic partnership between the two countries, and expressed gratitude for China's valuable support for the development of African countries, including Lesotho.
Lesotho firmly adheres to the one-China principle and resolutely supports China in safeguarding its core interests, he said, noting that his country stands ready to strengthen strategic mutual trust with China, expand people-to-people exchanges, jointly implement the outcomes of the FOCAC Beijing Summit, and deepen cooperation in areas such as infrastructure, manufacturing and energy.
Matekane stressed that China's zero-tariff policy for African products will inject new impetus into Lesotho's development. He also expressed Lesotho's willingness to strengthen solidarity and cooperation with China on multilateral platforms such as BRICS to jointly address global challenges.
On the same day, Wang also held talks with Lejone Mpotjoana, minister of foreign affairs and international relations of Lesotho.
China, Lesotho to strengthen exchanges, advance cooperation
China, Lesotho to strengthen exchanges, advance cooperation
