Leading the way in what it describes as whole new category, international drinks company Pernod Ricard has launched the first ‘prestige’ malt whisky made in China.
The Chuan Pure Malt Whisky – 叠川 – is a product of Pernod Ricard’s new Emeishan distillery, in the unique terroir of Emei Mountain, a UNESCO World Heritage site, where the year-round precipitation coupled with summer heat creates what is claimed to be an ‘exceptional environment’ for whisky making.
Using both European and Chinese barley, The Chuan is aged and finished in three types of oak from three continents – bourbon casks from America, sherry casks from Spain, and finally, proprietary Chinese Single Oak casks manufactured from timber logged in northeast China’s protected Changbai Mountain.
“The inauguration of The Chuan Distillery is the culmination of a pioneering adventure,” declared chairman and CEO of Pernod Ricard, Alexandre Ricard.
“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. It will shape a new and unique experience for whisky enthusiasts for many years to come.”
CEO of Pernod Ricard China, Jerome Cottin-Bizonne, added: “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.“
In addition to introducing The Chuan malt whisky to the market, the company has also announced the opening of the The Chuan Malt Whisky Distillery Experience Centre, which will provide visitors with a tour experience, including a detailed demonstration of The Chuan whisky’s craftsmanship, tasting, gift shopping, and fine dining.
In line with Pernod Ricard’s 2030 Sustainability & Responsibility strategy, the Emeishan site is reducing carbon emissions by sourcing 100% renewable electricity. Moreover, with an investment of one billon RMB, Pernod Ricard will continue contributing to the development of the Sichuan region by underpinning local agriculture, whisky-making industry and tourism.
