‘The Potential is Quite Significant’: Pernod Ricard Dives Into Massive Untapped Market With Debut of Whisky Made in China
Pernod Ricard unveiled its inaugural whisky from its distillery based in the shadow of the Emei Mountain. (Photo: Pernod Ricard)
On Tuesday, Pernod Ricard announced the launch of its inaugural Chinese whisky expression, The Chuan, a single malt whisky made in the southwestern Sichuan province. This is the first expression to be released from the distillery since it opened in December 2021.
The brand additionally launched the opening of The Chuan Malt Whisky Distillery Experience Center, allowing visitors to tour the distillery. A fine dining restaurant featuring Sichuan cuisine is also on the property.
Priced at 888 yuan ($124), The Chuan is made from a mashbill of both European and Chinese barley. The spirit was matured in a mixture of bourbon casks, Spanish sherry casks and Chinese Single Oak casks. The brand claims the location of the distillery sits in the “unique terroir” of the UNESCO World Heritage Site, Emei Mountain. The environment is rainy year-round, and higher temperatures in the summer yield an intense-tasting whisky due to the higher evaporation rate.
Pernod Ricard intends to gradually distribute the product throughout China.
“We are proud to put China on the world map of whisky by presenting this exceptional single malt whisky of The Chuan,” Pernod Ricard China CEO Jerome Cottin-Bizonne said in a news release. “As a leading international spirits group, we are committed to proactively responding to the burgeoning enthusiasm and diversified demands of Chinese customers.”
Reuters reported that Pernod Ricard CEO Alexandre Ricard claimed the Chinese market is “soft from a contextual point of view,” but that doesn’t mean that isn’t subject to change.
“Chinese consumers are really developing a taste for diverse profiles of spirits, in particular whiskies,” Ricard said, according to Reuters. “We believe the potential is quite significant over the next decade or so.”
Pernod Ricard is just one of the major spirits suppliers to express interest in the untapped potential of China as a whisky region. Diageo invested $75 million in constructing a single malt distillery, and the process began in 2021.
Reuters reports Ricard counted a total of 30-50 whisky distilleries in China, but most are under construction. Pernod Ricard’s distillery claims it is actively pursuing environmental sustainability by “making every effort to reduce carbon emissions by sourcing 100% renewable electricity.”
“The inauguration of The Chuan Distillery is the culmination of a pioneering adventure. We have blended the natural beauty of the Emeishan landscape in China with the skill and craftsmanship of our distillers to produce a whisky to be proud of,” Ricard said. “It will shape a new and unique experience for whisky enthusiasts for many years to come.”
The Chuan Whisky Tasting Notes, Via the Brand
Nose: Elegant. Fruit and vanilla.
Taste: Sweet notes, rich and full-bodied.
Finish: Lengthy, with sandalwood and mandarin peel.
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