The Spirit of Ireland drinks campaign opens in China today, showcasing 17 Irish spirits companies in Shanghai to local distributors. Brands participating in the launch include Teeling Whiskey, The Dubliner, Midleton, Redbreast, Silks Gin and The Whistler.
Bord Bia CEO Jim O’Toole said the main driver of growth in China would be the expansion of the middle class across the country’s cities.
“This programme, which focuses on the cask finish and flavours of Irish whiskey, is aimed at discerning customers of spirits who want to try something innovative and new in the spirits category.
“By 2030, China will be home to more than 400 million households with upper-middle and higher incomes, who will drive consumption across the country. This provides an excellent opportunity for Irish spirits companies to target a growing middle class consumer base that are actively seeking and engaging with premium brands.
“By the end of the decade, it is expected that China will add another 80 million people to its middle class, which is good news for the Irish spirits industry. It is timely that the launch of this programme is happening in China when Ireland is front of mind for its whiskey, gin and cream liqueur, all of which are now positioned as premium offerings.”
Shanghai, Beijing and Guangdong are home to 50pc of the middle class in China, Mr O’Toole said China has experienced substantial growth in other major cities, where consumption across all household categories has seen double digit growth.
During the last four years, Bord Bia has invested over €1m in Spirit of Ireland, a global educational programme aimed at customer-facing staff selling Irish spirits in off-licenses and bars. It was first launched internationally by Bord Bia in 2022 in the US and has since featured in Nigeria, Canada, France, Germany, Ireland, the UK and Singapore.
The event will be aimed at up to 100 Chinese bartenders, distributors, media and wholesalers to grow awareness of Irish whiskey, its history and key differentiators from competitors in the market.
Irish spirits are now exported to over 130 countries worldwide. Bord Bia began promoting Irish whiskey in the Chinese market in 2020, and in the last five years, Irish whiskey exports to the region have grown more than 280pc. The campaign aims to reach a growing, younger middle class with increased spending power across major Chinese cities.
Designed by Bord Bia, Spirit of Ireland is an immersive campaign comprising virtual reality tours of twenty of Ireland’s distilleries, featuring interviews with master distillers and barrel coopers so those present can learn first-hand from brand owners in Ireland what makes their product unique and distinctive. Participants can see the entire distilling process, from Ireland’s growing conditions for grain through to the ageing of spirits in traditional wooden casks.