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The second in my series on Kentucky and the APAC takes a look at the bourbon industry:

People in the bourbon industry know that things could still turn around. Demand for spirits has a faddish quality, and interest in bourbon has collapsed before. Attacking the Chinese market will be key; bourbon exports to China have increased dramatically over the last decade, but thus far export to China represent only about a tenth of exports to Japan. Moreover, word has it that sales of all premium liquors have dropped in China over the past two years, apparently because of changes in gift-giving culture. And U.S. producers (not to mention Suntory) may also find ceilings on the demand for bourbon in Korea and Japan (although thepotentially lucrative North Korean market remains available)



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