Diageo Whisky Summit brings the best of Scotland to China

The second edition of Diageo’s annual China Whisky Summit is taking place on 17-18 November in Guangzhou.


Panel discussion by the attending guests

The landmark two-day event brings together over 500 industry experts, scotch adorers and business partners to discuss and share whisky knowledge, trends and opportunities in a series of panels, workshops and tasting masterclasses.

Chinese consumers have a thirst for knowledge on scotch whisky and a desire to refine their appreciation of its heritage, provenance and craft credentials. The Summit is one of Diageo’s major initiatives to drive awareness about the scotch category and excitement about Diageo’s scotch portfolio in China.

£4 billion of scotch is shipped across the world each year, making it the UK’s biggest food and drink export. Testimony to the growing demand for scotch amongst Chinese consumers, scotch whisky exports to China grew by 45% to £27m in the first half of 2017 according to the Scotch Whisky Association. Tourism is another important part of the scotch whisky industry and last year 1.7m visits were made to distilleries in Scotland, with many coming from China.

 The Whisky Summit is one of the most exciting and engaging immersive whisky experience ever hosted in China, showcasing all the whiskies from Diageo’s 27 distilleries in operation in Scotland. Visitors have the opportunity to take virtual tours of some of Diageo’s most iconic distilleries and attend masterclasses given by some of the world’s most renowned whisky experts like Jim Beveridge, Johnnie Walker Master Blender, Georgie Crawford, Lagavulin Distillery Manager and acclaimed whisky writers Charles MacLean and Dave Broom.

“I am honoured to open the Diageo China Whisky Summit for the second year running. Diageo is the global leader in scotch whisky and our ambition is to make scotch the number one international spirit category in China. Our Chinese scotch business is on a strong growth trajectory. We are beating the competition, having recently extended our leadership in the super deluxe scotch segment, and we are accelerating performance in the single malts category with Singleton. We are also the fastest growing player in the premium segment and are driving share and attracting new consumers with innovations like Johnnie Walker Blender’s Batch and Haig Club Clubman. Scotch has an exciting future in China and I am confident Diageo is well placed to continue to drive the growth of the category and establish its leadership.”

Sam Fischer
Sam Fischer

President, Greater China and Asia