Scottish whisky brand launches pop-up at Beijing SKP

Looking at the Chinese market, Saurel sees both great potential and a strong sense of responsibility. "Chinese consumers seek authenticity, innovation, and engaging experiences," he noted.

As the market continues to evolve, he emphasized the importance of storytelling and education. "It's still a young market, so our priority is to find the right connections to present the richness of our whisky," he said.

With Chinese consumers frequently traveling abroad, Saurel stressed the need for consistency across The Macallan's locations in Asia. "Wherever they visit, we want to ensure they receive the same exceptional experience," he said.