36 | China in our hands
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The sharp decline in worldwide sales of Scotch has been laid at China’s door, but is there another far more worrying reason for the sudden downturn?
Written by Johanne McInnis
rends are all about peaks and troughs and whisky is not immune to market forces, as recent history showed, when in 2013, China’s Scotch whisky import market went into sharp decline following President Xi Jinping’s crackdown on ‘bureaucratic gifting’ of expensive gifts – such as top malt whiskies – to high-end government offi cials. But was this an accident waiting to happen? Had
hisky import mark as this an
the industry become too greedy, favouring high-end buyers over the average consumer?
For me, the problems began back in 2008. I was attending a masterclass that November when the presenter mentioned Diageo was pulling three of its most iconic brands from Canada: JW Green, Black & White and Bell’s, because demand wasn’t being met in countries with much larger demographics,
s began back in 2008. I w as pullin d Bell’ and
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