JAPAN: Asahi to release whiskey in China

15 June 2006 | Source: just-drinks.com editorial team

Asahi Breweries is looking to launch a single malt whiskey in China.

The Japanese company is exporting Yoichi 10-year-old single malt to the country. The whiskey is produced by The Nikka Whiskey Distilling Co.,a subsidiary of Asahi, while marketing in China will be handled by Asahi Beer (Shanghai) Product Services Co.

Yoichi will be test marketed in Japanese restaurants before being rolled out elsewhere in China. The target for this year is to sell a modest 100 six-bottle cases.

Yoichi retails at JPY4,500 (US$39) in Japan, but no details were available on a price for China.