News

High-end Cognac making recovery in China - Pernod Ricard luxury director

Most popular

How will Diageo change Cuban rum?

Why rye whisky is set to go global - Comment

Blockchain in drinks traceability and beyond

Interview - Treasury CEO Mike Clarke - Part II

Interview - Treasury CEO Mike Clarke - Part I

MORE

China's thirst for top-end Cognac is returning, according to Pernod Ricard's luxury & customer relationship management director. 

Tareef Shawa has been at Pernod Ricard since 2014

Tareef Shawa has been at Pernod Ricard since 2014

Speaking to just-drinks earlier this week, Tareef Shawa said Chinese consumers are still interested in luxury goods, including Cognac and whisky. However he said that following anti-extravagance measures in China, consumption occasions had altered in the country.

"We are seeing recovery in China and all of Asia," Shawa told just-drinks earlier this week. "The appetite didn't go away for luxury or for hospitality, it changed in its format. We are seeing smaller banquets, smaller gatherings. We are seeing a recovery in the higher qualities of Cognac and in whisky, which is encouraging."

Shawa said there had been a need for the industry to go "back to basics" in educating the country's spirits consumers.

"As an industry, it's our responsibility in any emerging economy, like China was or Brazil is now, or in emerging consumer groups such as Millennials, to help educate and accompany them in these categories," he said. "Otherwise, it can be a flavour of the month.

"I think we saw that in Asia. We didn't take the time as an industry to educate about Cognac. It was more a sign of success, without a lot of depth. Now, I think we are going back to basics with whisky and with Cognac to help the consumer feel educated and feel less intimidated."

To read the full just-drinks interview with Shawa, click here


Related Content

"The worst thing you can do in luxury is send inconsistent brand messages" - Interview Tareef Shawa,...

Pernod Ricard Asia CEO calls for calm on China XO Cognac prices, cools social credit fears

Pernod Ricard Asia CEO calls for calm on China XO Cognac prices, cools social credit fears...

Pernod Ricard Capital Market Day 2018 - Asia overview - Focus

Pernod Ricard Capital Market Day 2018 - Asia overview - Focus...

How is the future shaping up for Cognac and Brandy? - Research in Focus

How is the future shaping up for Cognac and Brandy? - Research in Focus...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?