Plenty of choice as single malts gain favor

According to the Scotch Whisky Association, single malt exports to China were worth $17.4 million last year, up 66 percent on the year before. [Photo Provided to China Daily]

As Chinese consumers are acquiring a taste for single malt Scotch whisky, more brands are entering the growing market.

According to the Scotch Whisky Association, single malt exports to China were worth 12.9 million pounds ($17.4 million) last year, up 66 percent on the year before.

"In China, both men and woman, young and old, drink whisky," says Georgie Bell, the malts ambassador for the family-owned global spirits company Bacardi.

"The Chinese market is ahead of the curve, as it is not affected by preconceptions," the 29-year-old said.

She says her job is to introduce people to whisky - "not only our brands, but also the drink in general".

She travels a lot to different countries, this was her fourth visit to China, and says every day is different - "it's really exciting".

She often talks to bartenders, consumers and media, sharing the exciting stories and legacies of the whisky brands and introducing people to them.

Bacardi, itself, now owns a number of single malts and the award-winning blended whisky Dewar's, which was founded in 1846.