How higher-end whisk(e)y and tequila have stepped into the breach as cognac falters in Asia – Market Intel

The super-premium-plus spirits scene in Asia is increasingly diverse in terms of geography, expanding beyond China to Japan, Korea, Taiwan, Malaysia and ThailandConsumers across the region are exploring categories beyond cognac, including high-end whisk(e)y of all origins, agave and locally-made versions of Western spirit stylesShort-term challenges have led companies to adapt their local strategies, prioritising accessible products and a deeper relationship with key customersHere, consumer engagement is crucial, involving luxury loyalty programmes and money-can’t-buy exclusive events for VI