Whisky was obviously first and primarily advertised in the British newspaper North China Daily News in 1914. Yet advertisements for whisky appeared in the Chinese newspaper Shenbao as early as 1924. This suggests that Chinese consumers quickly adopted the custom of drinking this typically British spirit. The product engaged in a genuine process of diversification in the 1920s. Shanghai consumers (especially readers of the North China Daily News) were offered a wide array of brands and "colored" labels: Black label, white label, gold label, etc.
Advertisements fulled the idea that whisky was as above all Scotch speciality.
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