Why China is imperative to Bruichladdich’s growth

Last September, Bruichladdich launched its first-ever series of spirits matured in Chinese wine casks as a China-only release. But, reports Victoria Burrows, this is just the beginning, as the Islay distillery bets big on the east Asian nation.

Adam Hannett, master blender at Bruichladdich Distillery, says that the response to the Grace Vineyard Cask Series, from consumers across both whisky and wine categories, has been “positive”, and that he is now “actively exploring future opportunities” with Grace Vineyard, which provided the casks.

“China is imperative to the strategic direction and growth of Bruichladdich,” he says. “We see great potential to recruit new whisky fans, with young, vibrant consumers shaping the whisky landscape. 

“As well as being the home of Grace Vineyard, China is a dynamic whisky market with drinkers incredibly passionate about the world of single malt Scotch whisky.”

He added that releasing the limited-edition Grace Vineyard Cask Series as a China exclusive felt like “a natural step”.

Whisky, a history

While the broad economic conditions and lasting effects of the Covid-19 pandemic resulted in challenging times for the spirits market in China over the last few years, overall whisky is on a strong upward trajectory. 

The latest figures by the Scotch Whisky Association (SWA), released in February 2024, showed that Scotch whisky exports to China had risen by 165% in value over the previous five years, increasing from £88,794,800 in 2019 to £235,290,854 in 2023.

Whisky is thought to have been first introduced to China via diplomatic circles during the Qing Dynasty in the late 1800s and early 1900s. Johnnie Walker was one of the first major brands to build a presence in China, arriving around 1910. 

Following this, whisky remained an exotic import for almost a century. But it was only in the early 2000s that consumption of the spirit took off in China.

Strong domestic market

However, it is not only imports supplying the increasing number of local whisky lovers: domestic production of whisky is soaring, too. China’s Xinhua news agency reports that in 2023, domestic whisky output reached 50,000 kilolitres, which showed a year-on-year increase of 127%. 

Across the country, more than 50 domestic whisky distilleries are now barrelling liquid ready for two years of mandatory maturation, according to the China Alcoholic Drinks Association (CADA).

The biggest players include multi-nationals that have invested in China: production began at the US$150 million (RMB 1 billion) Chuan Malt Whisky Distillery in Emeishan in Sichuan Province, built by the France-headquartered Pernod Ricard, in 2021. 

The distillery’s first malt whisky, The Chuan, was released in December 2023.

British drinks giant Diageo fired the stills at its US$120 million (RMB 800 million) YunTuo 云 拓 Single Malt Whisky Distillery in Eryuan County, Yunnan Province, in November 2024. 

Key distilleries

The Nine Rivers distillery in Longyan, Fujian Province, took seven years to bring to fruition. The distillery opened through a global crowd-funding initiative resulting in more than 200 funders. Distillation then commenced in June 2025.

Laizhou Distillery, in Sichuan Province’s Qionglai, which began operations in 2021, is the country’s largest domestic whisky producer, responsible for around 80 percent of China’s whisky production and oak barrel supply, according to China Daily. 

The distillery is also known for its innovation: Master Distiller Wu Hao ages whisky in casks used in the production of huangjiu (Chinese rice wine, also known as yellow wine), imparting sherried, rice notes to the whisky – a flavour familiar to locals as yellow wine is used extensively in Chinese cooking.

A growing category

With so much local development under way, competition for imported whisky brands is ramping up. Hannett remains up for the challenge, listing China as one of Bruichladdich’s priority, key-growth markets.

“The entire whisky category in China is diversifying and growing, and we believe in the long-term opportunity of this ever-evolving market,” he says. “While Scotch whisky is a crucial part of the landscape, younger consumers are showing a broader appreciation for the category – exploring the likes of Irish, Japanese and Chinese whiskies. 

“It’s great to see this wide appreciation for whisky as a whole, and it’s an opportunity to engage with a new generation of whisky enthusiasts.”

Distilling philosophy

Bruichladdich Distillery, which was closed in 1995 by then-owners Whyte & Mackay, was reopened in 2001 by two former fine wine merchants, Mark Reynier and Simon Coughlin. 

They applied wine concepts, particularly that of terroir, to whisky, and are known as pioneers in the use of wine casks to finish whisky. 

Bruichladdich now has more than 200 different types of wine-cask spirit currently maturing in its Islay warehouse.

“Our founders’ passion for quality oak, wine-cask influence and experimental maturation profiles has shaped our distilling philosophy for almost 25 years,” says Hannett. “We’re well known for our experimentation with wine cask influence, and to work with a winery like Grace Vineyard – who are reshaping the narrative around Chinese wine on the global stage – felt like a compelling and truly exciting next step.”

Teaming up with Grace Vineyard

According to Hannett, Grace Vineyard, of which a controlling share has reportedly just been bought by China liquor retail giant 1919, has an approach that is closely aligned to the distilling philosophy at Bruichladdich.

The shared ethos includes championing terroir, investing in soil health, and working with local growers.

“I’ve been lucky enough to visit a number of times over the years and am always blown away by China’s active and engaging whisky community, so it’s great to offer new and exclusive products in the market,” he says. “Our collaboration with Grace Vineyard is built on a fierce interest for provenance, authenticity, experimentation and innovation, and we’re seeing these values resonate with consumers.”

That’s the spirit

The Grace Vineyard Cask Series includes three age-statement Islay single malts. The nine-year-old, a 2015 vintage, is bottled at 63% ABV, while the 15- and 21-year-olds are bottled at 56% ABV. Each is drawn from Bruichladdich single casks and finished in barrels that once held the winery’s flagship Chairman’s Reserve wine. 

The casks impart a rich red fruit character and a hint of spice on Bruichladdich’s trademark delicate, unpeated spirit.

Bruichladdich also released The Laddie Twelve and The Laddie Fifteen exclusively in the greater China market in 2025.

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