Scotland’s leading exporter of craft beer and spirits has embarked on an ambitious two-week trade visit to China, looking to build on a series of export deals.
The trip by Glasgow-based export consolidator JW Filshill International will take in the Chinese cities of Hong Kong, Shenzhen, Beijing and Shanghai, where Scottish products will be showcased at a series of major food and drink events.
Directors Christopher Miller (pictured) and Simon Hannah have a busy schedule of key meetings arranged over the two-week visit, with existing customers and potential new importers.
While in Beijing, Christopher has again been invited to join the judging panel of the Chinese Craft Beer Awards (CCBA). The CCBA was itself inspired by the Scottish Beer Awards, of which he is a founding stakeholder and judge.
JW Filshill International, a subsidiary of JW Filshill, has spent the past four and a half years showcasing Scottish craft beer and spirits at trade shows internationally as well as establishing trading links with key importers and buyers.
‘Showcasing Scotland’s craft drinks story’
Christopher, a respected veteran of the Scottish craft beer sector, and widely recognised for developing the Harviestoun Brewery business, said: “By attending trade shows, meeting buyers, building relationships with importers, and yes, judging at the Chinese Craft Beer Awards, we are showcasing Scotland’s craft drinks story to a sophisticated consumer who appreciates high-quality products with a captivating provenance.”
Christopher also launched the Clan Brewing Company in 2014 with Scott Williams, who was crowned master brewer of the year at the Scottish Beer Awards in September. The Clan Brewing Co matures craft beers in regional single-malt barrels and exports to Japan, China, Hong Kong, South Korea and Taiwan.
Christopher said: “Our networks with Scottish producers and our ability to consolidate them for export means we are perfectly positioned to support their ambitions to export to China and the Far East, where demand is really starting to take off.
“Trips like this are a big investment for us, but it means we can give these Scottish products a brilliant show at key events. We know there is massive potential for Scottish craft products, including food, across China.”