global whisky house · China
resetting the China growth strategy
Defined a sharper investment agenda for a tougher market, clarifying where to defend the core, rebuild momentum and place the next growth bets.
where should we place our next bets in china when growth slows and the old playbook stops working?
glenmorangie was facing a tougher china environment, with softer demand, high wholesale inventory, pricing pressure and stronger competitive intensity. the challenge was not simply to recover volume, but to determine which moves were still worth backing without weakening the brand's premium position.
what we designed
a reset of the china growth agenda built around a focused set of strategic big bets — clarifying where to defend the core, where to rebuild momentum, which consumer and channel opportunities deserved investment, and how to prioritise choices against different financial scenarios.
impact
created a clearer investment agenda for the next phase of china growth, helping the brand concentrate resources behind a smaller number of priority moves while protecting premium positioning.
how we built the view
consumer and category assessment · channel and distributor review · competitor benchmarking · pricing and portfolio analysis · internal business performance review · financial scenario modelling
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