Under the agreement, Great Northern will provide Tsingtao Brewery with whiskeys ranging from three to 21 years old, which the brewer will distribute through its network. Teeling believes the partnership is a strong fit, noting that Chinese, Indian and Japanese palates tend to favour sweetness, a preference shared by younger consumers, while Great Northern brings quality whiskey and Tsingtao offers extensive distribution reach.
Headquartered near Shanghai, Tsingtao sold almost 7.7 billion litres of beer last year, generating revenues of €4 billion and profits of €574 million. The company operates in 120 countries and regions, including Ireland.
Great Northern Distillery had been seeking a Chinese partner for several years, while Tsingtao has been looking to enter the spirits market. US tariffs under President Trump, along with the collapse of Republic National Distributing Company, have made conditions tougher for the industry in the US, according to Teeling, prompting independent distillers to scale back following the Irish whiskey renaissance that began earlier this century.
Notably, Great Northern will not need to invest further to supply its new partner, as it already has the stock and capacity required. The Country Louth distillery typically produces grain and malt whiskey sold under customer brands, and Tsingtao will handle labelling and marketing in China. Teeling added that labelling will reflect the drink's origin, noting that Chinese regulations in this area are similar to EU rules protecting the geographic origins of spirits, including Irish whiskey.
Speaking at the deal's announcement, Teeling called it a "tremendous opportunity" to participate in the next growth market for whiskey, telling guests — including China's ambassador to Ireland, Zhao Xiyuan, and Tsingtao Royalcask Liquor chairman Zhiwei Cai — that perhaps one billion people across Asia will join the middle class in the coming years. He added that as incomes rise, consumers are increasingly seeking premium international products and experiences, positioning Irish whiskey well to meet that demand.
