All we have to do is step into BonBon or Muse on a Saturday night to see how popular whiskey (usually mixed with green tea) is in China. But did you know the thirst of the newly rich here is so strong that it’s causing a global shortage at the top end of the market?
The boom in demand for 12-year-old and older malts has caused so much whiskey to be exported that certain distilling companies are starting to ration supplies. So how are whiskey companies ensuring that China gets its sweet nectar?
One way is by spending over 4.5 billion RMB to expand distilling capabilities. Until those new distilleries are built though, several companies are contemplating blending various ages under a non-age specific label.
We’re not sure that would help, since the Chinese are very attached to buying what they consider “the best.” When news reports stated that Chivas had allegedly mixed younger, inferior whiskeys into its Regal brand, it prompted a huge uproar.
Source: Ad Age
By the way, the Shanghaiist is aware that there are different ways to spell the word whisk(e)y, depending on where the whisk(e)y was distilled. But we’re too hung over to figure out which spelling is proper so we’re going with the one our spell check accepts.