Our data reveals the top three Hong Kong whisky brands shipping to Hong Kong and explores their popularity
Hong Kongers have made one thing clear: they love sherried whisky. Whether Scotch or Irish, the brands shipped from our shelves to this global export hub in the South China Sea have been dominated by sherry-matured whisky.
It’s an important time for whisky sales in the special administrative area, located east of the Pearl River estuary on the south coast of China. Not just in the leadup to Chinese New Year, but also as it starts to measure the effects of its new tax policies on high-value spirits.
Spirits tax boost
Last year’s reduction of the 100% spirits tax to just 10% was a significant signal from policymakers. Designed to stimulate tourism and generate revenue from the potential of the high-value global spirits market, it removed the 100% tax rate levied on spirits over 30% ABV. Instead, it introduced a tiered system whereby the first HK$200 (€24.50) remains in the 100% tax bracket, but the remainder of the price above that is taxed at just 10%.

New Year Festivities
Chinese New Year, which falls on Wed, Jan 29th in 2025, will be the most significant opportunity yet to test how much this tax change might drive spending on premium brands. It’s undoubtedly one of the biggest festivals of the year in Hong Kong and is marked by parades, fireworks, countless red lanterns and celebrations of food and drink. As Hong Kong residents stock up for the festivities, brand ambassadors are hoping that they will reach for premium whisky brands and increase the share in global demand for these luxury goods.
Figures from the Scottish Whisky Association (2023) show the importance of the Asia Pacific region to global sales of Scotch whisky. Its data reveals record-value exports to China, Singapore and Taiwan, even as the top-value export destinations like the US and France declined. It’s a trend the association will explore further as 2024 figures are published later this year.

Hong Kong Whisky Top Three
We continue to ship bottles to customers in these countries in greater numbers, and the experience of Hong Kong sales, in particular, is an excellent snapshot of trends.
The top three brands by volume shipped to Hong Kong last year by the Single Malt Shop were Glendronach, Glenallachie and Redbreast, in that order.
This group of Hong Kong whisky top sellers represents an increase in the premiumisation of whisky consumption in Hong Kong. But more than that, it signals a drive towards a demand for sherried whisky that is unmistakable. The top two brands are single malt Scotch producers, while Redbreast, in third place, is a premium Irish single pot still whiskey.
The signature style of these three brands is shaped by their exceptional use of Pedro Ximenez and oloroso sherry casks, among others. The single malt producers that hold the top two spots (Glendronach and Glenallachie) are rightly championed for their cask selection and richly sherried personality.

The renowned distiller Billy Walker’s influential touch can’t be ignored either – on both Glendronach and Glenallachie. Before its purchase by Brown Forman, Walker led the Glendronach style deep into sherry territory and global fame before purchasing Glenallachie Distillery. He continued championing sherry at this redefined whisky house in Speyside, where sherry maturation continues to drive the house style.

Redbreast is an equally sherry-focused whiskey maker that represents the premium level of Irish whiskey. It is made at Midleton Distillery in Co Cork. Triple-distilled and a single pot still (rather than single malt), its mixed mash bill of malted and unmalted barley is a style that is indigenous to Ireland. This exceptionally smooth and deeply flavoured whiskey is no stranger to topping global rankings, having won almost every global award for excellence in the industry.
So, as the Chinese New Year approaches, we’ll continue to monitor sales to Hong Kong and the wider region and allow our customers to determine trends in this increasingly valuable market.
Happy New Year of the Snake! 恭喜發財
Click here to view bottles in our January sale