Bord Bia is targeting the younger middle class in China with its Spirit of Ireland drinks campaign, as part of the Irish government's trade mission to China.
Over the last four years, Bord Bia has invested over €1 million in the campaign, which is aimed at staff selling Irish spirits in off-licenses and bars.
It comprises of virtual reality tours of 20 of Ireland's distilleries, featuring interviews with master distillers and barrel coopers so staff can learn first-hand from brand owners in Ireland what makes their product unique.
It was first launched internationally by Bord Bia in 2022 in the US and has since featured in Nigeria, Canada, France, Germany, Ireland, the UK and Singapore.
Charlie McConalogue, Minister for Agriculture, Food and the Marine launched the Chinese chapter of the programme in Shanghai.
"China is an important market for the future of the Irish spirit drink sector which has grown six-fold in the last five years, and in 2023 was worth €13 million," he said.
"The Spirit of Ireland programme has been unveiled in eight global markets to date and today’s launch demonstrates Ireland’s commitment to grow the Irish spirits category in the Chinese market," he added.
17 Irish spirits companies are in Shanghai for the Spirit of Ireland launch with a view to connecting them to local distributors.
The event will be aimed at up to 100 Chinese bartenders, distributors, media and wholesalers to grow awareness of Irish whiskey.
Irish spirits are now exported to over 130 countries worldwide.
Bord Bia began promoting Irish whiskey in the Chinese market in 2020, and in the last five years, Irish whiskey exports to the region have grown more than 280%.
Jim O'Toole, Bord Bia CEO said the campaign aims to reach a growing, younger middle class across major Chinese cities.
"Bord Bia’s market intelligence tells us that the main driver of growth in China will be the expansion of the middle class in cities in China, who will have increased purchasing power," he said.
"By 2030, China will be home to more than 400 million households with upper-middle and higher incomes, who will drive consumption across the country.
"This provides an excellent opportunity for Irish spirits companies to target a growing middle class consumer base that are actively seeking and engaging with premium brands," he added.
