China Duty Free Group toasts whisky museum's first anniversary

Photo of the cdf Malt & More Whisky Museum in south China's Hainan province, Oct. 26, 2025. [Photo courtesy of CDFG]

China Duty Free Group (CDFG) is celebrating the third anniversary of its Haikou International Duty Free Shopping Complex and the first anniversary of its flagship cdf Malt & More Whisky Museum, coinciding with renewed improvements to Hainan's offshore duty-free shopping policy.

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 show that whisky has steadily grown into one of the strongest-performing product categories, reflecting both strong market potential and increasingly sophisticated consumer demand.

To capture this momentum, the whisky museum features one of the world's largest whisky walls, an 18-meter installation showcasing more than 2,000 bottles from over 130 international brands, including all of the world's top 10 whisky producers. Visitors can explore different whisky-making traditions through restored distillation equipment, rare bottle displays and guided tastings.

To mark its first anniversary, the museum launched a Whisky Carnival on Oct. 25. Visitors could purchase a 30-day "Whisky Pass" for unlimited tastings of select labels, take part in blind tasting challenges or 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 special livestream from the museum on Oct. 26.

"It's an honor to explore the universe of whisky with so many enthusiasts," Hu said. Li described whisky as "a dialogue with time," hoping that the event would connect more people with the depth and elegance behind the spirit.

Guests pose for a photo at a salon event during the cdf Malt & More Whisky Museum's first-anniversary celebrations in south China's Hainan province, Oct. 26, 2025. [Photo courtesy of CDFG]

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 the shared appreciation for whisky's artistry.

Luke Chang, CDFG general manager, at the first-anniversary celebrations of the cdf Malt & More Whisky Museum, south China's Hainan province, Oct. 26, 2025. [Photo courtesy of CDFG]

Luke Chang, CDFG general manager, noted that 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-meter wall showcasing over a thousand bottles, the museum offers visitors an immersive journey into whisky culture beyond traditional retail," Chang said.

He added that the museum also serves as a bridge between global brands and Chinese consumers. "Our collection covers classic regions such as Scotland's Speyside, Japan's Yamazaki and Kentucky in the U.S., but it also highlights emerging Chinese producers such as the Chuan whisky in Sichuan," he said.

"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," said Chang.

"Promoting Chinese whisky is not just about crafting a fine spirit; it's about sharing stories and creating cultural experiences," said Dr. Yang Tao, chief distiller of Chuan Malt Whisky Distillery. "We aim to blend whisky culture with local lifestyles, developing flavors 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."

Bacardi's exhibition area at the cdf Malt & More Whisky Museum in south China's Hainan province. [Photo courtesy of CDFG]

Bacardi, one of the world's largest spirits and wine producers, has recreated a life-sized Craigellachie copper still and worm-tub condenser in the museum, offering visitors a rare glimpse into Speyside's historic distilling techniques. 

"We've also introduced several exclusive bottlings for cdf, including aged Teeling Irish single malts and Aberfeldy and Royal Brackla Highland whiskies," said Lin Hongsong, senior manager of Bacardi North Asia's travel retail channel.

Lin added that 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."

Zhang Zhengguo, the museum's curator, said whisky consumption in China is becoming younger and more diverse. He noted that consumers ages 25 to 35 now account for about 45% of whisky buyers, up from 20% three years ago, as the spirit moves beyond 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 added that fruity-flavored whiskies, lower-alcohol liqueurs 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 said. Zhang believes this trend toward "lighter drinking and richer experiences" will continue to drive product innovation and market segmentation, injecting new vitality into the industry.