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From wedding rituals to fancy distilleries, Asia is taking over the world's whisky market

If you’re invited to a wedding in southern China you might see couples perform an unexpected ritual. First their hands are bound together, then the pair imbibe a shared toast of whisky. It’s an invariably heart-warming symbol of shared destiny that might seem to hark back to ancient Celtic lore...

From weddings to fancy distilleries, Asia taking over world's whisky market

Asia is taking over the world's whisky market despite hurdles

Scotch whisky sales are booming in Asia, with the region surpassing the European Union as the largest buyer of the spirit. This growth comes as sales in established markets such as the US and Europe slow down. Major whiskey producers like Pernod Ricard and Diageo have invested in marketing and promotional events to educate and attract Asian consumers to premium spirits. The strategy has paid off, with Asia becoming the world's biggest consumer of all whiskies. However, potential hurdles like alcohol bans in India or government crackdowns on conspicuous consumption in China could hinder future growth.

From Wedding Rituals to Fancy Distilleries, Asia Is Taking Over the World's Whisky Market

From wedding rituals to fancy distilleries, Asia is taking over the world's whiskey market

In the first half of this year, six of the 10 largest export destinations for the vaunted spirit—which must be distilled in Scotland following specific processes to have a “Scotch” designation—were in Asia.

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