New campaign to promote Irish spirits to China's rapidly-growing middle class

Bord Bia this week hosting 17 Irish spirits companies in Shanghai for the Spirit of Ireland launch

New campaign in China aims to reach a growing, younger middle class with increased spending power across major China's cities. Picture: Bord Bia

Ireland's food and drink promotional board has launched a new campaign in China aiming to reach a growing, younger middle class with increased spending power across major cities.

In the last four years, Bord Bia has invested more than €1m in Spirit of Ireland, which is a global programme aimed at customer-facing staff selling Irish spirits in off-licenses and bars.