Japan
Despite ongoing macroeconomic headwinds - including inflation following decades of deflation, negative real wage growth, and a prolonged weak yen - the Japanese alcohol market has shown remarkable resilience.
While drinking frequency continues to decline and consumption among younger generations remains subdued, a clear “drink better” mindset is emerging. This trend aligns well with our premium portfolio and is reflected in our strong performance in the premium-and-above segments.
Our premiumisation strategy and route-to-market expansion have enabled us to gain share across the whisky, champagne, and gin categories(1). Pernod Ricard Japan is proud to be the fastest-growing international wine & spirits company in Japan in FY25.
Tokyo, Japan
Key brand highlights
In FY25, Perrier-Jouët surpassed 100K 9L cases for the first time in Japan - a major milestone that reflects the brand’s growing resonance with trend-conscious consumers. The addition of Japanese actress Yuko Araki as brand ambassador and the successful “Celebration of Wonder” pop-up in Omotesando further elevated brand desirability and appeal.
FY25 marked an excellent year for Chivas Regal in Japan, with over 200K cases sold. A standout moment was the launch of Chivas Regal Takumi Reserve, a 12-Year-Old spirit drink, created in partnership with “Masuizumi”, the internationally renowned sake brewery. Chivas Regal Takumi Reserve represents a new territory for Chivas Regal, pushing the boundaries of craftsmanship to deliver a coveted spirit drink that blends the rich heritage of the brand with the diverse, internationally inspired palette of flavour notes found in premium sake casks.
Jameson achieved solid growth, with +9% volume vs. last year. The brand continues to grow in visibility, particularly among younger consumers, bolstered by digital campaigns such as our collaboration with K-pop star ZICO, who has a strong following in Japan. Meanwhile, the launch of Jameson Triple Triple - a chestnut cask-aged innovation - represented a meaningful step-up from the core expression.
Read more about Jameson Triple Triple on page 47
