Since its formation in 2008, a long-held Continuum ambition has been to address, in a small way, the imbalance in the UK-Sino trading relationship by regularly exporting product to China.
In recent years, Continuum has shipped Scottish cashmere and Harris tweed luggage to China in relatively small numbers.
English Pewter from Continuum partner supplier A R Wentworth of Sheffield has been a particularly strong seller online in the Chinese market – the sunshine pewter flask (pictured) is a prime example of a traditional UK product which has proved very popular with the 20 to 30 age group in China.
But the standout success is the UK’s single biggest food and beverage export – Scotch Whisky.
Since 2013 Continuum has exported container loads of own label whisky sourced from distillery partners in the Highland region of Scotland. Whisky has been sold to Bar and KTV groups operating across major cities in China.
In 2015, recognising the need to expand Scotch Whisky’s reach and reputation beyond what, at that time, were the three major brands in China, Continuum launched the Scotch Whisky Tasting Challenge via its partner company MacKenzie Group.
An innovative educational nosing and tasting game, the challenge featured four different scotch whiskies with regional and strength variations.
Over the last four years, Continuum has produced Chinese zodiac whisky, a tribute, to the Chinese Zodiac or “shengxiao”, the repeating 12-year cycle which sees each year represented by an animal and its reputed attributes.
With 2021 being the “Year of the Ox”, this year sees Ox whisky available through Continuum in the UK and China.