Delivering brewing and distilling projects across the Asia Pacific region

Baijiu, the traditional Chinese spirit, holds a prominent place in Chinese culture and history.

Celebrated for its unique and distinctive taste, baijiu is a distilled liquor traditionally crafted in China from ingredients such as sorghum, rice, wheat, and other grains. Baijiu has played an integral role in Chinese culture, symbolising social gatherings, celebrations, and business rituals through the cherished act of toasting. With its high alcohol content and a flavour profile that ranges from sweet to strong and pungent, Baijiu stands apart from other spirits in the global market.

Drawing from our extensive experience and expertise gained in spirit-producing regions like Scotland and Ireland, Briggs of Burton, in partnership with McMillan Coppersmiths, is dedicated to assisting Chinese distilleries in embracing the international spirits market. We empower these distilleries to venture into the production of Chinese whisky, vodka, gin, and a diverse array of spirit types. As these distilleries seek to adapt their traditional baijiu production methods to create internationally appealing spirits, our guidance and support are the keys to their success. With our assistance, they can craft spirits that not only honour their heritage but also cater to the evolving tastes and preferences of a global audience.

While baijiu has historically dominated the Chinese alcohol market, a notable shift has occurred in recent years. China’s thriving economy and expanding middle class have ignited a growing interest in international spirits, particularly whisky. Whisky has garnered popularity among the younger, urbanised population, symbolising sophistication and global allure. This surge in whisky consumption is driven by a desire to explore different cultures and lifestyles, fuelled by the influence of Western media and marketing. As China’s thirst for international spirits continues to grow, the future of whisky in the country appears promising, offering exciting opportunities for the global spirits industry.