Heritage, desire and diplomacy: why China still values scotch whisky

By Qing Wang, Professor of Marketing and Innovation, Director, Marketing Innovation and The Chinese and Emerging Economies (MICEE) Network, Warwick Business School, University of Warwick

For more than a decade, China has been one of the most important growth engines for western luxury brands. From fashion and watches to fine wines and spirits, rising incomes and global exposure have fuelled an extraordinary appetite for premium products.

Scotch whisky has been a major beneficiary. Between 2019 and 2023, exports to China surged in value from under £90 million…

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