Part 6/9:

The demographics and tastes influencing the whiskey market have evolved significantly. Historically associated with older, affluent men, whiskey consumption and investment are increasingly attracting millennials and women. Rising global demand is further propelled by shifting preferences in key markets like China, where whiskey sales are expected to grow exponentially. Despite the dominant position of local spirits like Baijiu, Chinese whiskey sales are projected to surpass 23 billion liters by 2022, with double-digit growth rates fueling interest worldwide.