Single malts are one of the few drinks that Chinese consumers enjoy at home or in small groups, with volumes rising 20% in 2020, wine and spirits consultancy IWSR said, adding that it is also a preferred tipple among its large population of millennial consumers.
COVID-19-driven restrictions on foreign travel have also saved people money and driven a growing fondness for high-end spirits.
In July, the Johnnie Walker whisky maker reported that double-digit growth in scotch whiskeys contributed to a 38% jump in net sales in Greater China in its fiscal 2021 ended June 30.
“The demand for whisky is growing rapidly among middle-class consumers who are keen to further discover and enjoy fine whiskies,” Sam Fischer, president, Diageo Asia Pacific and Global Travel said in a statement.
The company also said the site of the distillery, called Diageo Eryuan Malt Whisky Distillery, will be carbon neutral when it opens.