Bruichladdich Target Chinese Market

[John]

Bruichladdich Distillery Company is targeting rapid growth in the Chinese market.

The Islay-based company, acquired by a group of private investors from the US-based Jim Beam Brands in 2000, will join a trade mission to China this month led by Jim Murphy, the secretary of state for Scotland, and the Scottish Council for Development and Industry.

"The potential in China is enormous,"? said Andy Hogan, Bruichladdich's sales manager. "In the long term China is going to be one of the top five whisky markets in the world. It's crucial we get established there as early as possible."?

If Hogan can set up two distribution agreements in China, he believes Bruichladdich should sell £25,000 of whisky, exclusive of duty, in China in its first year. The company will focus first on the metropolitan areas of Beijing, Shanghai and Shenzhen.

He expects that sales in the country will grow by 25% per year and said Chinese consumers' appetite for whisky is growing, with single malts showing the most rapid recent growth.

Bruichladdich's unique selling proposition in China will be that it is not chill-filtered " meaning that aromatic oils and proteins are left in the liquid " that no caramel is added and that it is a 100% natural product, said Hogan. "I think this will strike a chord with Chinese consumers, who place great emphasis on natural ingredients in food and drink."?

He added: "We want to find partners who understand that we specialise in absolutely top-quality whisky."?

Hogan has already set up meetings with potential distributors in Shanghai. The distiller will return to Shanghai in May, when an event known as

Whisky Live is being held. Its focus is on matching smaller distillers such as Bruichladdich with distribution partners.

Bruichladdich's made total profits worldwide of £1m on sales of £7.15m in 2008, making it one of the fastest-growing whisky companies.

John

Source: The Times Online