CHINA. Amid its widespread celebrations for cdf Haikou International Duty Free Shopping Complex’s third anniversary (which falls today, 28 October), China Duty Free Group (CDFG) this week also honoured the first anniversary of the emporium’s flagship cdf Malt & More Whisky Museum – an occasion revealed by The Moodie Davitt Report earlier this week.
The Moodie Davitt Report was represented at the Whisky Musuem celebrations by our China Travel Retail Express Editor Dachang Wang
The museum has welcomed more than 4.9 million visitors from around the world since opening. It combines history, craftsmanship and interactive design, emerging as a showcase of cultural and experiential retail innovation in global travel retail.
Sales data from the group’s WeChat mini-program shows that whisky has steadily grown into one of the strongest-performing product categories, reflecting both strong market potential and increasingly sophisticated consumer demand, CDFG said.
To capture this momentum, the whisky museum features one of the world’s largest whisky walls, an 18-metre installation showcasing more than 2,000 bottles from over 130 international brands, including all the world’s top ten whisky producers.
Visitors can explore different whisky-making traditions through restored distillation equipment, rare bottle displays and guided tastings.
As reported, to mark the landmark anniversary, the museum launched a Whisky Carnival on 25 October
Visitors could purchase a 30-day Whisky Pass for unlimited tastings of select labels, take part in blind tasting challenges and explore brand pop-ups hosted by Bruichladdich, Highland Park and other distilleries.
Actors Hu Jun and Li Naiwen appeared as cdf Whisky Ambassadors in a livestream from the museum on 26 October.
“It’s an honour to explore the universe of whisky with so many enthusiasts,” Hu said. Li described whisky as “a dialogue with time”, expressing hope that the event will connect more people with the depth and elegance behind the spirit {story continues following The Moodie Davitt Report communication below}.
That evening, the museum also hosted a salon titled ‘Flavor Decoding: A Tipsy Night’.
The event brought together brand representatives, suppliers and industry experts for conversations on whisky craftsmanship and global market trends, accompanied by live jazz and regional tastings.
Guests shared insights and stories over their favorite drams, strengthening professional ties and a shared appreciation for whisky’s artistry.
CDFG General Manager Luke Chang said the Whisky Carnival exemplifies the group’s ongoing effort to integrate cultural tourism with retail innovation.
“Featuring interactive displays of the seven stages of whisky making, real stills and oak barrels recreating distillery settings, and an 18-metre wall showcasing over a thousand bottles, the museum offers visitors an immersive journey into whisky culture beyond traditional retail,” Chang commented.
The museum also serves as a bridge between global brands and Chinese consumers, he observed. “Our collection covers classic regions such as Scotland’s Speyside, Japan’s Yamazaki and Kentucky in the US, but it also highlights emerging Chinese producers such as The Chuan Pure Malt whisky in Sichuan.
As reported, Pernod Ricard Global Travel Retail has partnered with CDFG to introduce The Chuan Travel Exclusive Edition in duty free.
“Through our Global Flavor Map we connect international craftsmanship with local tastes, helping Chinese whisky reach global audiences and enriching the diversity of our retail offerings,” Chang noted.
“Promoting Chinese whisky is not just about crafting a fine spirit; it’s about sharing stories and creating cultural experiences,” said Chuan Malt Whisky Chief Distiller Dr. Yang Tao.
“We aim to blend whisky culture with local lifestyles, developing flavours that appeal to the Chinese palate and pair beautifully with Chinese cuisine so that more people can discover the unique charm of Chinese whisky in every sip.”
Spirits powerhouse Bacardi has recreated a life-sized Craigellachie copper still and ‘worm-tub’ condenser in the museum, offering visitors a rare glimpse into the house’s and Speyside’s historic distilling techniques.
Craigellachie is one of the few distilleies in the industry to have retained old-fashioned worm tubs to condense and cool the spirit vapour back to a liquid.
“We’ve also introduced several exclusive bottlings for cdf, including aged Teeling Irish single malts and Aberfeldy and Royal Brackla Highland whiskies,” explained Bacardi North Asia Travel Retail Senior Manager Lin Hongsong.
Lin said Bacardi maintains a direct sourcing agreement with CDFG to ensure authenticity at every stage, from distillery production and labeling to customs inspection and final delivery, providing a transparent and fully traceable supply chain.
“China’s whisky market is evolving rapidly, and experiential retail will be central to its growth,” he said.
“Our goal is to launch at least one exclusive limited edition with CDFG each year, strengthening the connection between brands and consumers.”
Malt & More Whisy Curator Zhang Zhengguo said the whisky consumption profile in China is becoming younger and more diverse.
He said consumers aged 25 to 35 now account for about 45% of whisky buyers, up from 20% three years ago.
That is being driven by the spirit’s evolution from consumption at business banquets into everyday occasions such as gatherings with friends or casual solo tastings.
“Whisky is no longer just about formality; it’s becoming part of a relaxed, modern lifestyle,” Zhang said.
He noted that fruity-flavoured whiskies, lower-alcohol options and lightly peated varieties are especially popular, while female consumers have grown from 15% to 30% of buyers.
“Many prefer smooth, mixable whiskies that offer a mellow, pleasant buzz rather than strong intensity,” he commented
Zhang said this trend toward “lighter drinking and richer experiences” will continue to drive product innovation and market segmentation, injecting new vitality into the industry. ✈
