• Text size      
  • Send this article to a friend
  • Print this article

Now China gets a taste for learning mysteries of Scotch

A SCOTCH whisky training company has struck a deal to deliver its course in China, one of the world's biggest and fastest-growing markets for Scotland's national drink.

CHEERS: Whisky accounted for 40% of spirits imported by China last year and the training courses will be rolled out in five cities including Beijing and Shanghai
CHEERS: Whisky accounted for 40% of spirits imported by China last year and the training courses will be rolled out in five cities including Beijing and Shanghai

Glasgow-based Whisky ­Ambassador, which has trained staff at Gleneagles and the Trump resort in Aberdeen, has signed up the Mackenzie Group to roll out its entry-level course in five cities, including Beijing and Shanghai.

It comes as Scotch exports to China continue to rise and as it welcomes more bars dedicated to the spirit.

Whisky accounted for 40% of the spirits imported to China last year, with only Cognac exporting more.

The one-day course, which is delivered in Mandarin, gives staff an overview of how whisky is made and how to sell it, along with a few anecdotes to spark dialogue with customers.

It also covers useful information such as how to spot a fake bottle of whisky, pricing, and how to start up a whisky club.

The programme is being headed in China by former South China Post journalist Will Clem, who has qualified as a whisky ambassador with the company, along with three Mackenzie Group colleagues.

It was set up earlier this year as an inbound sales, marketing, distribution and education organisation to help Scottish companies access the Chinese market.

Jo Graham, managing director of The Whisky Ambassador, said: "Scotch is seen as a drink for successful people, with some using it to flaunt their wealth, for ­business entertainment and relationship building. The Chinese have been drinking wine for 2000 years and have a fascination in the story of alcohol."

Ms Graham said The Whisky Ambassador is planning to offer its courses in the US and revealed it had reached an agreement with ABV Training to deliver its courses in England and Wales. Its one-day course costs £200 but Scots can cover the cost by applying for an Individual Learning Account.

The Whisky Ambassador has a sister company, People Solutions, which focuses on human resources and other training courses.

Contextual targeting label: 
Business

Commenting & Moderation

We moderate all comments on HeraldScotland on either a pre-moderated or post-moderated basis.
If you're a relatively new user then your comments will be reviewed before publication and if we know you well and trust you then your comments will be subject to moderation only if other users or the moderators believe you've broken the rules

Moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours. Please be patient if your posts are not approved instantly.

199084