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
China and the European Union (EU) have agreed that it is necessary to provide general guidance on price undertakings for Chinese exporters of passenger battery electric vehicles to the EU, China's commerce ministry said on Monday.
The move aims to address relevant concerns in a more practical, targeted, and consistent manner with World Trade Organization (WTO) rules, according to the Ministry of Commerce in a statement.
Accordingly, the European Commission will issue a Guidance Document on Submission of Price Undertaking Offers. In the document, the EU confirms that it will assess each undertaking application under the same legal criteria, in accordance with the principle of non-discrimination and relevant WTO rules, in an objective and fair manner.
The progress fully reflects the spirit of dialogue and the outcomes of consultations between China and the EU. It shows that both China and the EU have the ability and willingness to properly resolve differences through dialogue and consultation within the framework of WTO rules, thereby maintaining the stability of automotive industrial and supply chains in China, the EU, and the whole world. This is conducive not only to ensuring the healthy development of China-EU economic and trade relations, but also to safeguarding the rules-based international trade order, the statement said.
On the same day, the China Chamber of Commerce for Import and Export of Machinery and Electronic Products (CCCME) also issued a statement welcoming the positive outcome of the consultations.
The CCCME noted that eligible Chinese EV makers may now submit price undertaking applications in accordance with the EU's guidance, and the European Commission has pledged to review all applications objectively, fairly, and under uniform standards.
The proper settlement of this case meets the shared expectations of industries along the EV supply chain in both China and Europe. It will help ensure the security and stability of related industrial and supply chains and safeguard the broader China-EU economic and trade relationship, the CCCME said.
The chamber expressed appreciation for the substantial efforts made by China's Ministry of Commerce in defending the interests of the domestic industry. It also pledged to encourage and support relevant Chinese enterprises in making full use of the consultation outcomes to protect their interests in exporting to the EU and promote healthy cooperation between the industries of both sides.
China, EU agree on price undertaking guidance for Chinese electric vehicle exporters: commerce ministry
