Diageo, the world’s leading spirits company, is deepening its roots in the Chinese mainland with the inauguration of a new distillery in Eryuan County in southwest China’s Yunnan Province earlier this month. The move signifies Diageo’s confidence in the burgeoning whisky market and the economic potential of the region.
“China remains a hotspot for foreign investment, driven by its commitment to high-level opening up,” said Debra Crew, CEO of Diageo, in an exclusive interview with CGTN reporter Yang Jinghao. “We see immense potential in the Chinese mainland’s spirits market, and our new distillery in Yunnan is a testament to our long-term commitment.”
The distillery, nestled in the picturesque landscapes of Yunnan, aims to blend traditional craftsmanship with innovative techniques to produce high-quality whisky tailored to the tastes of consumers in the Chinese mainland and beyond.
Crew elaborated on the strategic importance of Yunnan Province: “Yunnan offers unique natural resources and a rich cultural heritage that align perfectly with our brand values. We believe that the region’s environment will contribute to creating distinctive whisky profiles that resonate with consumers.”
As the Chinese mainland continues to open its doors to global businesses, Diageo’s investment reflects a broader trend of multinational companies seeking opportunities in Asia’s dynamic markets. The company plans to leverage local partnerships and talent to foster growth and innovation.
“Our vision is not just about building a distillery; it’s about becoming a part of the community and contributing to the local economy,” Crew added. “We are excited to embark on this journey and look forward to a prosperous future in the Chinese mainland.”
Reference(s):
cgtn.com
