AN independent Scottish distiller has opened up a huge eastern market after securing a major distribution deal with one of China’s leading companies.
Loch Lomond Group (LLG) has entered a partnership with state-owned China National Cereals, Oils and Foodstuffs Corporation (Cofco) that will see the Alexandria-based group’s range of Scotch whiskies made available to Chinese consumers country-wide for the first time.
The Chinese agriculture and food and beverage giant has an extensive network of more than 1,000 sub- distributors, as well as its own stores network, that will make China one of the key export markets for LLG’s portfolio of Scotch brands – Loch Lomond, Glen Scotia and Littlemill.
The partnership will take forward the Chinese distributor’s plans to become the country’s top imported spirits distributor. Demand is soaring in China, where imported spirits have traditionally been bought as gifts.
The market is expected to grow significantly as the country’s middle classes become more affluent.
Last year in increased by 4.5 per cent on 2015, while whisky sales along have risen 12-fold over the last decade.
Cofco launched the Loch Lomond and Glen Scotia ranges to the Chinese market at a fair in Chengdu, capital of Sichuan province.
It is now distributing LLG’s High Commissioner blended Scotch, which is already a leading brand elsewhere in Asia, the full Loch Lomond range of blended, single malt and grain whiskies, the Glen Scotia single malt range and the very rare Littlemill single malt.
Colin Matthews, LLD’s chief exec-utive, said: “We’re very excited about our new partnership with Cofco across the fast-growing Chinese market. Cofco is a very ambitious, energetic and innovative organisation with a great team and exciting plans for the future which match our own aspirations both for China and as a group.
“The heritage, authenticity and provenance of our brands have proven to be attractive for consumers in China and around the world, who appreciate what our brands represent, as they seek out true authenticity, history, craftsmanship and innovation to find something unique.
“Our diverse portfolio ensures that we have a range of whiskies that appeal across the full range of tastes and budgets which are perfect for this emerging and important market.”
LLG cemented the partnership by welcoming Cofco general manager Castle Li and his executive team to the group’s Alexandria malt and grain distilleries, and its Glen Scotia Distillery in Campbeltown.
Castle Li said: “Cofco are determined to use all of our resources, energy and route to market strengths to succeed in bringing the Loch Lomond and Glen Scotia Scotch Whisky portfolios to the Chinese market and its many millions of consumers.
“Visiting the distilleries in Alexandria and Campbeltown has further reinforced our confidence and excitement about this and we look forward to having some great success.
“Seeing the versatility of the distillation techniques and the exceptional craft at the Loch Lomond and Glen Scotia distilleries was a highlight of our trip to Scotland.”
He said the partnership with the LLG would be a key element of his company’s drive to become the No 1 imported spirits distributor in China.
He added: “We believe that the Loch Lomond Group’s brands will have major appeal to a wide spectrum of consumers in China where we are seeing significant growth in demand for premium drinks brands especially Scotch whisky.”
Why are you making commenting on The National only available to subscribers?
We know there are thousands of National readers who want to debate, argue and go back and forth in the comments section of our stories. We’ve got the most informed readers in Scotland, asking each other the big questions about the future of our country.
Unfortunately, though, these important debates are being spoiled by a vocal minority of trolls who aren’t really interested in the issues, try to derail the conversations, register under fake names, and post vile abuse.
So that’s why we’ve decided to make the ability to comment only available to our paying subscribers. That way, all the trolls who post abuse on our website will have to pay if they want to join the debate – and risk a permanent ban from the account that they subscribe with.
The conversation will go back to what it should be about – people who care passionately about the issues, but disagree constructively on what we should do about them. Let’s get that debate started!
Callum Baird, Editor of The National
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here