Pernod Ricard has launched The Chuan Pure Malt Whisky, marking the first Chinese-produced whisky from the French giant.
The Chuan Pure Malt Whisky undergoes distillation and bottling at Pernod Ricard China’s whisky distillery in Emeishan, Sichuan Province. Crafted from a blend of European and Chinese barley, the malt whisky is then refined in locally sourced Chinese single oak casks.
“As a leading international spirits group, we are committed to proactively responding to the burgeoning enthusiasm and diversified demands of Chinese consumers,” Jerome Cottin-Bizonne, the CEO of Pernod Ricard’s operations in China said.
Under the new brand, the company is presenting three distinct products. The “core” whisky will be available for purchase at 888 yuan ($124). Additionally, Pernod will introduce a second whisky, which has been finished in a PX cask, with a price tag of 1,119 yuan. For enthusiasts seeking a personalized touch, a “bottle your own” version will be offered at 1,488 yuan.
Over the 12 months ending in June, Pernod Ricard witnessed a 17% increase in net sales from its Asia/Rest of World reporting unit. Alexandre Ricard, the Chairman and CEO of the owner of Martell Cognac, attributed this “excellent, broad-based growth” to notable contributions from India, China, Turkey, and a rebound in the travel-retail channel.
Martell was the driving force behind the growth in China, accompanied by robust momentum for Absolut and Jameson, according to Alexandre Ricard.
In total, Pernod Ricard experienced a 13% increase in annual net sales, reaching €12.14 billion ($13.19 billion). Profit from recurring operations saw an 11% rise, reaching €3.35 billion, while net profit showed a 12% increase, reaching €2.28 billion.
China is emerging as a crucial arena for Western whisky distillers. In 2021, Diageo disclosed intentions to establish a single-malt whisky distillery in the southern Yunnan province.
Last month, Cognac house Camus and baijiu producer Anhui Gujing Group embarked on a partnership to create a whisky with “Chinese characteristics.” Initiating the venture, the companies are currently constructing a $30 million distillery in Anhui province. The Guqi distillery project, which commenced earlier in the same month, is anticipated to reach completion by 2025.
Meanwhile, Pernod Ricard manages an additional production facility in China through its Helan Mountain Winery located in Ningxia in the northern region of the country.