China: Pernod Ricard to launch “China-first” prestige malt whisky

French spirits maker Pernod Ricard has announced it has finalized production of The Chuan Pure Malt Whisky, the initial release from its distillery in Mount Emei, which is claimed to be the first prestige malt whisky to be produced in China.

Construction on the distillery began in September 2019 as part of a ten-year, $150 million investment. The product, which is described as a rich and full-bodied whisky with a long finish of sandalwood and mandarin peel on the palate, has been launched this month at a price of 888 CNY ($123.74) per bottle.

Coinciding with the product launch is the opening of The Chuan Malt Whisky Distillery Experience Centre, described as an immersive experience for whisky enthusiasts.

Commenting on the move, Jerome Cottin-Bizonne, CEO of Pernod Ricard China, said: “We are proud to put China on the world map of whisky by presenting this exceptional malt whisky of The Chuan. As a leading international spirits group, we are committed to proactively responding to the burgeoning enthusiasm and diversified demands of Chinese consumers”.

Source: Pernod Ricard