Chinese whisky THE CHUAN enters the global market via Hong Kong.

What Happened
Pernod Ricard presented the Chinese-made "THE CHUAN" whiskey to the international audience at an event held in Hong Kong. The company launched this product, the first Chinese whiskey, in 2023 and opened a world-class whiskey experience center in Sichuan province. The Hong Kong government's recent reduction of import duties on alcoholic beverages and support for Chinese brands to go global made this step possible.

Why It Matters
This event shows that the global beverage giant used Hong Kong as a platform to bring Chinese-made whiskey to the international stage. The strengthening of Hong Kong's role as a trade center creates new opportunities for Chinese brands. This happens especially at a time when whiskey consumption is rising in the Asian market.

Lesson for Azerbaijani HoReCa/Franchise
The fact that local alcoholic beverages entered the international market thanks to Hong Kong's tax incentives and government support shows that similar strategies can be applied in Azerbaijan for local beverage brands (e.g., wine) to go global. The Azerbaijani government can also study the Hong Kong model and implement export-stimulating policies.

Risk
Gaining global recognition for Chinese whiskey may take a long time. Hong Kong's political uncertainties and increased competition pose risks.

DK Insight
The globalization of Chinese whiskey through Hong Kong emphasizes the importance of government support and strategic partnerships for Azerbaijan to bring its local products to the international arena.