China
In a challenging macro-economic environment weighing on consumer confidence, we have gained share across almost all categories.
Thanks to the diversification of our portfolio, our premium Scotch and white spirits brands stood out. In the long term, perspectives remain favourable, with the continuing growth of affluent classes despite an overall population decline and a solid appetite for western-style spirits. We are well positioned for market share growth.
Launching The Chuan Pure Malt Whisky
In December 2023, we introduced to the market the first product from The Chuan Malt Whisky Distillery: The Chuan Pure Malt Whisky.
The Chuan embodies the unique terroir of Emei Mountain, a UNESCO World Heritage site where year-round precipitation and summer heat create an exceptional environment for whisky making that increases the intensity of flavours. Chinese barley is used alongside European barley, and three types of oak from three continents - China, North America and Europe - help define its complexity.
As the first locally distilled malt whisky from an international spirits and wine group in China, The Chuan represents the future of the Chinese whisky market. It is a symbol of both Pernod Ricard’s strong history with China - after three decades of operation here - and our confidence in this fascinating region.
As our first Brand Home in China, The Chuan Malt Whisky Distillery Experience Centre also provides an experiential and educational tour to immerse visitors in the craft of The Chuan. The site holds a permanent art installation, “Fractal Structure - Infinite Shan Shui” by Zhan Wang - one of China’s most celebrated contemporary artists.
We’ve crafted a unique flavour that embraces Chinese culture. We’ve enriched a century-long whisky making heritage with unique Chinese thumbprints, to shape the future of the spirits industry in China. Starting from here, we are looking forward to bringing our conviviality from China to the world.”
Committed to sustainability
The Chuan also helps Pernod Ricard advance its sustainability roadmap in China. The distillery itself was designed to preserve the local terroir and minimise environmental impact, with the entirety of the exterior walls - across the production buildings, terrace and landscaping - built with boulders extracted from the ground during the levelling process. The roof was made from local clay tiles, both recycled and new.
The distillery sources 100% renewable electricity and offsets remaining emissions. It operates using a range of energy-efficient equipment, including heat exchangers that recover energy from distillation processes and variable speed drives that maximise the energy efficiency of distillation pumps.
For maturation, the distillery sources FSC-certified oak casks from China. By-products from the whisky-making process are turned into animal feed and other circular products, and all packaging used for The Chuan is 100% recyclable, reusable or compostable.
