CHIVAS WAS THE FIRST SCOTCH WHISKY that created an explosive interest in Scotch in the early 2000s in China. The secret? Green tea. But, says Con Constandis, Managing Director of Pernod Ricard China, this also backfired in training the Chinese not to appreciate Scotch.
Pernod Ricard has had enormous success with liquor brands in China. And one of the key lessons learnt in the process has been not to modify luxury products significantly for the Chinese consumer in order to achieve long term goals.