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

market in general

like the stories and the big brands

they're, when you look at their marketing

and their

advertising, they're definitely

pushing whiskey onto a younger generation

it's more about

it's whiskey, you can drink it any way you want to drink it

there's like colourful campaigns

there's more push on the bartenders to do stuff

with it, so I think globally

the whiskey market

realises they have to shift away

from that

old man culture, if you like

to get into the new market

so they have to kind of make it cool again

the three major states

treasured by China

give it a unique mark

made by the Chinese

whiskey brewing team

without Emei

there will be no overlap

this is

the joint creation of Emei

and the world's whiskey

hobby

according to the government

data, China

alcoholic drink market

accounts for almost a trillion

RMB

that is obviously a very big market

and out of that, actually

whiskey accounts for a very tiny

share, it's actually about

less than 0.5%

was accounted by

whiskey, but the category

has been growing double digit over the

last couple of years, especially

since 2016

and even in 2022, according to

some of the

government import data

actually whiskey sales

imported whiskey sales actually

grow by 20%

so overly speaking

the category has been

drawing a very strong growth

in the past years

this trend between

loves and

cash,, 소비 wondered

the young consumer

sea buy Joe S

update our fashion and

oldest central but

I want to say that, you know, if

it's really

premium back you then they

will also go for it.

So are quiet difficulty

to stereotype

you know a type of

consumers versus the type

of drink. But I do believe

in china if they are able to actually catering more to consumers needs of having fun and seeking

pleasure which is more important than you know means for instance you know actually turning

a face for the for the business occasions so in that sense i believe that those foreign spirits

will have a great opportunity to grow in china

you