Charles Soong – 2018

Born in 1961 in Taipei, Taiwan, Charles entered the spirit industry in 1990, working in a local distribution company in Taipei as associate marketing manager, looking after both Cognac and whisky brands.

Apart from promoting blended Scotch whisky, Charles was also the first to promote single malt whisky in 1995 and gradually establish this category in Taiwan market.

In 1999, that local distribution company became Maxxium Taiwan LOC. Charles continued his marketing role as group brand manager and was looking after all whisky brands. In 2002, he transferred to The Edrington Group (shareholder company of Maxxium) as area director looking after Greater China region, which includes Taiwan, Hong Kong, Macau and China.

During the last two decades, Charles and his team have focused on introducing basic whisky knowledge to consumers to establish the foundation of consumer base.
In Greater China region there are more than 100K consumers who have been educated directly by Charles and his team.

Now the mission for Charles is to accelerate the pace and expand whisky footprint in China to bring more consumers to appreciate whisky and also make China as one of the largest whisky markets in the world in the future.

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