Whisky is a category that enjoys unparalleled popularity in China across a diverse range of consumer demographics. Barfly was brought on by Moët-Hennessy to conduct a full analysis of the whisky category and provide actionable consultancy for a future growth strategy for the Glenmorangie brand.

Interviews with bartenders and consumer groups of whisky aficionados were conducted in three major cities across China – Beijing, Shanghai and Guangzhou. The study was designed to unpack the defining trends in whisky and single malts specifically, as well as looking into the intricacies of the overall whisk(e)y category itself, the leading players and why they command those positions.

Barfly provided Moët-Hennessy with a series of clear and very actionable recommendations to elevate the profile of Glenmorangie in the single malt market and help it to stand out from the rest. As one example, in March 2020 it was announced that Glenmorangie had entered into a three-year conservation partnership with the Giraffe Conservation Foundation and the Royal Zoological Society of Scotland to help support the preservation of the giraffe population in Africa. Glenmorangie has the highest whisky still in the world – as tall as an adult giraffe’s neck. This unique brand truth was highlighted in Barfly’s final debrief as a veritable point of difference for the brand and an angle that needed to be leveraged more strongly.