Ariel Miao is one of the first pioneer marketers in China started building Scotch whisky category in the past 17 years, to crack the challenge of low Scotch penetration in China (<1%), and she has done remarkable works to accelerate the Scotch development and consumer recruitment.
Ariel’s career in whisky started after joining Diageo in 2008. During her first 6 years tenure, she brought in 120+ new malt products to China and started to introduce Scotch whisky as a category when she begun to manage Malts portfolio in 2011.
With her passion and rich experience in whisky, she was promoted to lead the Whisky Category Development in 2016, building Scotch from the top with intensity and scale through key growth derivers like Whisky Summit, Whisky Boutique and Diageo Whisky Academy, to accelerate Diageo’s business expansion,
To support category expansion, the “Whisky Summit” program she led in 2017 engaged over 500 key wholesalers, top medias, internal gurus and whisky enthusiasts. It has been recognized as the landmark event leading the Scotch trend development in China. She also works with top alcohol retailors opening 11x “Whisky Boutiques” to fuel up Diageo Scotch shelf share growth, this contemporary retail space has made Scotch inspirational in recruiting 10K+ HNWIs per year.
She is also a key person in driving Scotch education in category level. “The Journey to Single Malts” program she created in 2011 was the 1st mentoring program in China introducing Scotch malts in category level, more than 1200+ HNWIs attended the experience and it achieved +28% Malts sales growth. In 2016 she launched Diageo Whisky Academy which is a program built by her team from scratch working directly with whisky gurus Charles MacLean and Dave Broom, a 3 levels of whisky learning experience, it’s the 1st consumer paid whisky mentoring program in China. So far DWA has engaged with over 2.6m+ consumers, over 28,000 participants have joined DWA programs physically with 95% positive feedbacks,
She was nominated as the Keeper of the Quaich in 2019.