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Belfast Office: +44 2890022869 | Shanghai Office: + 86 2159745569

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Introducing Knappogue Castle into China’s Whiskey Market

Knappogue Castle Irish Whiskey stands as a distinguished example of Ireland’s rich whiskey-making tradition. Aged meticulously in oak casks, this whiskey presents a complex bouquet of flavors, ensuring a sophisticated sipping experience. The historic Knappogue Castle, (pronounced Nah’ Pogue) translates to hill of the kiss in Gaeilge, adding an enchanting layer.

Market Research and Objectives

China’s burgeoning middle class and affluent consumers have developed a keen appetite for aged, single malt Irish whiskey, seeing it as a symbol of luxury and sophistication. This demand is driven by a growing appreciation for whiskey’s unique flavors, heritage, and the prestige associated with its consumption. China’s consumers enjoy the warming smoothness of Irish whiskey.


Starting with the team in Belfast, we worked with the client to translate all marketing materials and prepare customs clearance documents before shipping samples to Sinowei Shanghai. Trademark protection was registered both in English and Chinese. The team conducted in-depth research of the Irish whiskey market, with focus on the aged single-malt category. We brought Chinese buyers to Ireland to learn more about the industry and visit Knappogue Castle, establishing guanxi.

Brand Activation

We invited Knappogue’s international sales manager to our showroom in Shanghai, where he presented the brand story to a focus group of buyers. We held several tasting events for large distributors and wholesalers. The translated product descriptions were uploaded in Sinowei’s B2B Chinese website. Our team launched the Knappogue Castle brand at CIIE, Shanghai in November 2020.


After months of travelling and time investment between Ireland and China, we started selling Knappogue Castle whiskey into the Chinese market. This was a noteworthy launch in the market, as it is rare to find Irish whiskey aged 12, 14 and 16 years old. Knappogue whiskey quenched China’s thirst for premium luxury in this sector.

Looking to contact the Sinowei team?

Whether you’re seeking to expand your brand in China, require expert guidance on navigating the market, or would like to learn more about our services, the Sinowei team is here to assist you.
Get in touch with us today for tailored solutions that drive success.

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