World-renowned whisky producer's billion-yuan investment in China

Published: Dec 15, 2023 Duration: 00:03:30 Category: News & Politics
Tags : news CGTN
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Bea already has many distilleries around the world so why do we choose to establish another one in China especially it is not simply a new distillery but a grand project combining both whiskey production and tourism we have approximately 20 distilleries mainly in Europe and in North America been operating here in China for more than 30 years we came up with this bold idea why not invest and leverage our expertise in whiskey making and in making a a Chinese style whiskey initially was just a pure idea and we have great pride today uh to open this Distillery I think that um what you'll see here with the dh1 is it's a destination uh in a which is beautiful and uh the whole design has been made to be part of Nature and uh the style of the whiskey comes from uh the surrounding nature as well starting with the water the environment uh Etc so um yes I mean it's it's a whole experience and for those who are lucky enough to come here uh we're we're literally sharing an experience which goes beyond just the product itself and that's the beauty of it I believe that the future of uh whiskey making and you could enlarge this to Spirits globally beika will invest 1 billion Yan for this project in 10 years from 2019 so how will the operation of this new distillery support the highquality development of Chinese market and how will it affect the global market number one uh it is one billion Chinese ran over a decade uh and that's just the beginning is a a strong message of confidence um in the Chinese market in the whiskey segment number two uh you have now a lot of people who are working here uh hopefully it will become a destination for tourism and it will accelerate and play its part as well in terms of Tourism and likewise uh two things maybe in China it will really help Elevate I think the the whiskey uh market and uh at some point as well globally uh we intend to bring Chinese whiskey to the world I know wine in whiskey industry is a kind of traditional industry but I heard you also going through a digital transition what does this mean and how are you making such transition you're right uh to underscore the fact that um uh Wine and Spirits are uh very traditional uh ancestral uh uh products but at the same time um uh it's one of the most Innovative Industries as well company is also undergoing a a digital transformation and by the way China is at the Forefront of that uh transformation uh we're leveraging uh basically um data and Technology uh by developing algorithms and uh in fact investing in artificial intelligence to become a lot more efficient in terms of uh marketing efficiency in terms of promotional efficiency uh the more we have the data uh the more uh we become uh efficient in our investment strategies

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