In Shanghai’s bustling nightlife, bars are serving whiskey tasters and cocktails to an unexpected customer base: young women.
Contrary to the stereotype of whiskey being consumed by the older generation, young Chinese women are increasingly becoming the driving force behind whiskey sales in the world’s largest alcohol market.
"I think whiskey is very fashionable," said one customer, 45-year-old Belinda as she sipped on the liquor in Black Rock bar, a popular joint serving whiskey-based drinks, adding that Shanghai has a "good atmosphere" for drinking.
Another regular, Echo Zhang, said she enjoys socialising over whiskey. "Whiskey's overall culture, whether it's Black Rock or other well-known Shanghai whiskey bars, every time I go there with my friends to chat, it's a very suitable place to sit down and spend an evening."
Black Rock bar manager Colin Tait said he was surprised by the demographic shift. He credits the change in clientele to marketing strategies that appeal to a younger crowd.
"The whis
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I think the whiskey
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market in general
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like the stories and the big brands
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they're, when you look at their marketing
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advertising, they're definitely
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pushing whiskey onto a younger generation
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it's whiskey, you can drink it any way you want to drink it
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there's like colourful campaigns
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there's more push on the bartenders to do stuff
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with it, so I think globally
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the whiskey market
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realises they have to shift away
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old man culture, if you like
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to get into the new market
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so they have to kind of make it cool again
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the three major states
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treasured by China
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give it a unique mark
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made by the Chinese
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whiskey brewing team
03:48.6
there will be no overlap
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the joint creation of Emei
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and the world's whiskey
03:58.1
according to the government
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alcoholic drink market
04:03.3
accounts for almost a trillion
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that is obviously a very big market
04:09.5
and out of that, actually
04:11.3
whiskey accounts for a very tiny
04:13.6
share, it's actually about
04:19.2
whiskey, but the category
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has been growing double digit over the
04:23.6
last couple of years, especially
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and even in 2022, according to
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government import data
04:31.4
actually whiskey sales
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imported whiskey sales actually
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so overly speaking
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the category has been
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drawing a very strong growth
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in the past years
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this trend between
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cash,, 소비 wondered
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the young consumer
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update our fashion and
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oldest central but
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I want to say that, you know, if
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premium back you then they
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will also go for it.
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So are quiet difficulty
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you know a type of
05:26.2
consumers versus the type
05:27.5
of drink. But I do believe
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in china if they are able to actually catering more to consumers needs of having fun and seeking
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pleasure which is more important than you know means for instance you know actually turning
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a face for the for the business occasions so in that sense i believe that those foreign spirits
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will have a great opportunity to grow in china
