ASIA – Pernod Ricard has launched a new spirit drink, Chivas Regal Takumi Reserve, which blends its renowned 12-year-old Chivas Regal Scotch whisky with premium sake from Japan’s Masuizumi sake brewery.  

This fusion of Scotch and sake has been released exclusively in Asian markets, including Japan, Taiwan, the Philippines, and Cambodia. 

Chivas Regal Takumi Reserve marks a new chapter in Chivas’ exploration of global craftsmanship and flavors.  

The blend is the result of a collaboration between Sandy Hyslop, Chivas’ director of blending, and Masuizumi’s master sake brewer.  

Hyslop emphasized the unique partnership, stating, “Chivas Regal Takumi Reserve represents new territory for Chivas, pushing the boundaries of craftsmanship to deliver a coveted spirit drink that blends the rich heritage of Scotch whisky with the diverse, internationally inspired palette of flavors found in premium sake.” 

The Chivas-Masuizumi partnership is not new, as the two brands previously collaborated in 2018 to launch Link 8888, a premium sake aged in ex-Chivas Regal American oak barrels.  

With the introduction of Chivas Regal Takumi Reserve, the partnership aims to highlight the possibilities that arise from blending cultural traditions in beverage production. 

Hyslop described the new release as “more than a spirit drink,” but rather a “symbol of collaboration and shared values,” combining innovation and tradition in one bottle. 

The launch comes at a time when Pernod Ricard is increasingly focusing on its presence in Asia. The company sees significant potential for growth in its direct-to-consumer (D2C) business in the region.  

Nicolas Oudinot, CEO of Pernod’s D2C division, noted that Asia is likely to be a major driver of growth in the coming years, citing rising demand for premium spirits. 

Pernod Ricard’s D2C business unit consists of two main e-commerce platforms: Bodeboca and The Whisky Exchange. Oudinot highlighted that The Whisky Exchange is poised for substantial growth in key Asian markets such as Taiwan, Singapore, Japan, and South Korea.  

Plans to expand into China are also on the horizon, though it is yet to be determined whether the company will directly enter the Chinese market or serve customers through international outlets in cities like London or other major Asian hubs. 

Despite some sales challenges in Asia, including a 10% decline in China, Pernod Ricard reported that its overall “Asia and Rest of World” market achieved 3% organic growth in 2024.  

India surpassed China as the company’s second-largest market, contributing 12% of global sales, overtaking China’s 10%.  

The United States remains Pernod Ricard’s largest market, accounting for 19% of its global sales. 

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE