French family-owned Cognac house, Camus, has ventured into the world of whisky production with a significant investment in China.
The company recently opened a $30 million distillery, the Guqi Distillery, in partnership with Gujinggong, the fourth-largest baiju brand in the world.
This move marks Camus’ entry into a growing market for whisky in China, where both local and international companies are beginning to make their mark.
The Rise of Whisky in China
The global whisky market has faced its share of challenges, from declining sales in some regions to looming tariffs impacting distilleries, especially in the U.S. Yet, there’s still optimism about whisky’s future, particularly in China.
The country has become a key player in the spirits industry, with foreign companies like Camus and Diageo entering the market to tap into the growing demand. The new Guqi Distillery represents a bold step forward, showcasing the potential for whisky to thrive in a unique cultural and geographical landscape.
A Fusion of Techniques and Cultures
At the heart of the new distillery’s production process is a blend of Chinese and European techniques. Camus has fused ancient Chinese methods, including baiju-style fermentation, with French Cognac blending and distillation techniques.
The distillery also incorporates Scottish cooperage and barrel maintenance methods. This combination promises to create two distinct types of whisky: premium single malts with rich aromatic profiles and herbal whiskies infused with traditional Chinese herbs.
Ryan Camus, General Manager of Guqi Distillery, shared his enthusiasm about the distillery’s unique approach. “At Guqi, we believe that greatness comes from drawing inspiration across time and cultures,” he said. “We are reimagining what is possible in whisky.”
The Guqi Distillery’s location in the Bozhou region offers favorable conditions for whisky production, with mineral-rich, alkaline water and significant seasonal shifts, allowing the whisky to mature faster in oak barrels and develop a more complex flavor.
Future of Camus Whisky in China
While it will take time before Camus’ whisky hits the market, the company’s bold venture into China is a sign of things to come. The Guqi Distillery aims to introduce a new type of whisky that draws from both Eastern and Western traditions.
As the market for whisky continues to evolve in China, it will be exciting to see how these new distilleries, including Camus’, fare in a competitive and sometimes unpredictable global whisky market.
