The World's First Officially Authorized DWA Branch Unveiled on August 28th in Greater Bay Area - Guangzhou, China | Diageo Whisky Academy Penetration Strategy to Strengthen In China Over the Next Decade
On August 28th, 2020, five senior executives from Diageo China management team, including a DWA chief consultant, attended the opening ceremony of the world's first officially authorized DWA center, established in Guangzhou, Greater Bay Area, China.
The opening of the first officially authorized center also marks Diageo's expansion from "professional classes" to "professional in-depth experience".
The world's first DWA 'Entrepreneur Advanced Level-2' course developed for high-end consumers was launched for the first time in Guangzhou on 27th and 28th of August, taught by Mr. ChingSheng Lu, DWA Chief Consultant, DWA Certificate Course Content Developer, and DWA L2 & L3 Mentor.
from right to left:
Mr. Jeff Lin
E-Commerce and New Retail Director, Diageo China
Ms. JiaYi Lu
Head of Corporate Relations, Diageo China
Mr. Mark Edwards
Managing Director, Diageo China
Mrs. Vivi Shen
DWA Honorary Consultant
General Manager of TRIWIN
Mr. EnMao Shen
President of TRIWIN
Mr. Pison Deng
Sales Director, Diageo China South Region
click on the picture to watch
the video of DWA's first official center opening ceremony
Opening ceremony of the first officially authorized DWA center attended by Mr. Mark Edwards, Managing Director, Diageo China; Ms. JiaYi Lu, Head of Corporate Relations, Diageo China; Mr. Jeff Lin, E-Commerce Director and New Retail Director, Diageo China; Mr. Pison Deng, Sales Director, Diageo China South Region; Ms. Ariel Miao, Category Development Director, Diageo China; Mr. EnMao Sheng, President of TRIWIN; Mrs. Vivi Shen, General Manager of TRIWIN and Mr. ChingSheng Lu, Chief Consultant - DWA
Whisky advanced communication goes a level deeper. This is a major leap forward in the ability to radiate depth of knowledge.
Focusing on international high-end social and spirits etiquette, the DWA 'Entrepreneur Advanced Level-2' course is now available to satisfy the new generation of Chinese entrepreneurs and enthusiasts who are interested in entering the high-end whisky or even single cask whisky field.
" The first DWA official center is one of the main initiatives launched by Diageo in China and will continue through the next decade.
DWA 'Entrepreneur Advanced Level-2' and DWA Level-3 are multi-dimensional whisky courses that not only set a new benchmark for the entire whisky industry, but also build upon a practical knowledge platform where whisky lovers who seek to " progress further " can dive into a level of in-depth tasting and sharing with like minded individuals. "
Ms. JiaYi Lu
Head of Corporate Relations, Diageo China
We are constantly exploring newer, better, and higher-adapted models to broaden the horizons of consumers and provide experiences that is different from what the market is accustomed to.
In recent years, high-end Chinese consumers have shown a deeper desire for high-end experiences in whisky culture and international etiquette. I am convinced that the first officially authorized DWA center in Asia, established by Diageo, will continue to refresh the expectations of new generations of whisky lovers in China. "
Mr. Jeff Lin
Former DWA Project Initiator
Current E-Commerce and New Retail Director, Diageo China
Keeper of the Quaich
In the past three and half years, I truly feel that the world's leading premium drinks group, Diageo, is responsible for inspiring whisky lovers in China. The entire team has brought a new approach across 40 cities, which prioritizes the expansion of whisky knowledge by using the authentic taste of spirits as a springboard, while effectively integrating international learning.
click on the picture to watch
the video of DWA 'Entrepreneur Advanced Level-2' course
The DWA 'Entrepreneur Advanced Level-2' course is currently only offered by the DWA officially authorized center in Guangzhou; it is hosted by Mr. Ching Sheng Lu, DWA Chief Consultant, DWA Certificate Course Content Developer, DWA L2 & L3 Mentor and Keeper of the Quaich.
With more than 30 years of whisky tasting experience, and a collection of social experiences spanning international banquets, high-end clubs, and private membership clubs, Mr. Lu inspires students to learn and adopt high-level social etiquette in line with international standards in conjunction with best in class whisky education.
This includes the DWA L2 Whisky Pairing course, that begins with the characteristics of a distillery and matches it to a respective Chinese high-end cuisine. At present, in the interviews of more than 4,000 DWA L2 students, there is strong desire for participation in the DWA L3 course.
Instructing Video of DWA L3 students
In the next five years of DWA's development in China, DWA L1 certified external tutors will be unveiled to public, which is for whisky professionals who have completed DWA L3 course, received four months systematic tutor training and completed a rigorous tutor credential examination.
The certification will be granted after DWA chief consultant Mr. ChingSheng Lu and Chief Brand Ambassador of Diageo Aisa Pacific, Mr. Alex Whang, have passed four or more cross performance reviews.
For those who successfully register for the DWA 'Entrepreneur Advanced Level-2' course in August or September 2020, each will receive an official DWA authorized APP TRIWIN, carefully selected 21-year-old Scotch whisky as a souvenir.
