ASIA – Pernod Ricard, the renowned French spirits giant, has unveiled its first-ever Chinese-produced whisky, “The Chuan Pure Malt,” tapping into the growing enthusiasm of Chinese consumers for premium spirits.
Distilled and bottled at Pernod Ricard China’s whisky distillery in Emeishan, Sichuan Province; the Chuan blends European and Chinese barley and matures in locally sourced Chinese single oak casks, showcasing a unique fusion of global and local flavours.
Pernod Ricard’s CEO in China, Jerome Cottin-Bizonne, expressed the company’s commitment to meeting the diverse demands of Chinese consumers.
The product line features a “core” whisky priced at 888 yuan, a second variant finished in a PX cask for 1,119 yuan, and a customizable “bottle your own” version available for 1,488 yuan.
The move comes on the heels of Pernod Ricard’s impressive 17% growth in net sales from the Asia/Rest of World reporting unit in the year ending June. The company said the surge was driven by Martell, Absolut, and Jameson, signalling a heightened interest in premium spirits in the Chinese market.
Pernod Ricard faces stiff competition in China’s whisky landscape, with other global players like Diageo and a partnership between Cognac house Camus and baijiu producer Anhui Gujing Group investing heavily in the region.
Diageo plans a single-malt whisky distillery in Yunnan province, while Camus and Gujing are constructing a US$30 million distillery in Anhui province with a completion date set for 2025.
Apart from Emeishan, the Martel producer operates a second production site in China, the Helan Mountain Winery in Ningxia, emphasizing the company’s commitment to the growing Chinese market.
Threefold sales surge in India
In parallel, Pernod Ricard eyes substantial growth in the Indian market, expecting a threefold increase in sales over the next decade.
According to Jean Touboul, Pernod Ricard India MD, the company anticipates India surpassing the US as its leading market due to favourable macroeconomic conditions, a demographic dividend, and a rising trend of premiumization in Indian-made foreign liquor (IMFL) and imported brands.
Despite acknowledging the complexity of Indian alcohol trade regulations, Touboul expressed confidence in the market’s potential.
The Jameson maker plans to triple its net sales in the next decade through innovation, with a focus on the IMFL segment that currently contributes 95% of volumes and over 80% of net sales.
Touboul highlighted the growing desire among Indians for premium quality products, aligning with the company’s strategy to offer diversified and high-quality experiences.
Pernod Ricard aims to capitalize on this trend by continuing to innovate on its core brands, such as Imperial Blue, Blender’s Pride, and Royal Stag, to meet the evolving preferences of Indian consumers.
The company’s global portfolio comprises over 200 premium brands, including 100 Pipers, Chivas Regal, The Glenlivet, Absolut, Havana Club and Jacob’s Creek. It also owns IMFL brands such as Blenders Pride, Imperial Blue and Royal Stag.
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