New China partner for Whisky Magazine and Whisky Live

New China partner for Whisky Magazine and Whisky Live

Whisky Magazine and Whisky Live owner Paragraph signs a deal with DVI to support China's burgeoning whisky industry

News | 08 Sep 2022

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Global media and marketing business Paragraph has joined forces with a new partner in China for its Whisky Live events and flagship publication Whisky Magazine.

UK-based Paragraph has signed new licence agreements with DXCEL & Valentine International Ltd (DVI) to help grow the profile of Whisky Live and Whisky Magazine in China during a pivotal period in the growth of the country's whisky scene, in terms of both production and consumption.

Headquartered in Hong Kong, DVI is a partnership of Valentine International Ltd (Scotland) and DXCEL (China). Both companies have extensive knowledge of the global whisky industry and are working to connect Scotland's whisky-making heritage with the spirit's burgeoning popularity in China.

Frank Gao, chairman of DVI

Frank Gao, chairman of DVI, said: "We're delighted to conclude these licence agreements for Whisky Live and Whisky Magazine in China. The Paragraph team have a vast experience in producing world-class whisky events, iconic global awards and country-focused whisky magazines and publications. Because of this, Paragraph is renowned and trusted by whisky distilleries, distributors and fans around the world.

"So far, the market share of whisky in China is about one per cent of total alcohol sales and therefore it is a fledgling and developing market with enormous opportunities. In order to develop healthy and sustainable growth, our trade in whisky must be nurtured by informative consumer education and the application of globally acclaimed standards of production and evaluation. Hence, the Chinese market needs a dynamic platform of informative publications and events.

"We are confident that taking the Whisky Live platform across China will not only help consumers gain more knowledge of tasting, distinguishing and collecting whisky, but it will also help them understand the history and culture that makes Scotch whisky so special. Promoting the story of Scotch whisky from the home of whisky will help whisky lovers in China understand more about the different regions of Scotch whisky production and about the distinctive varieties of Scotland's distilleries. I am confident we will have a close and successful cooperation with Paragraph in the exciting China market."

David Valentine, a director of DVI who is based in Scotland, said: "We are delighted to join the global Whisky Live family at such a pivotal time in the development of China's whisky industry. We feel sure that China will ultimately become the world's largest whisky market, and we are determined to harness the benefits of our industry-wide connections in Scotland and China to accelerate the 'win-win' benefits of this transnational cooperation."

Fellow DVI director and the chief editor of Whisky Magazine in China, Richard Lu, added: "Our aim is to bring the world of whisky, especially Scotch whisky, to Chinese consumers, and at the same time we will bring Chinese whisky to the world."

For more information regarding Whisky Live events in China, email or call +86 18610373260 (China) or +44 7772806252 (UK).
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