Pernod challenges Diageo with first China-made whisky

Giant is the first international firm to make whisky in the country

Global booze giants from Pernod to Diageo are doubling down on efforts to court drinkers in Asia.

Pernod Ricard — the owner of Jameson Whiskey — has launched its first China-made whisky as the alcohol giant looks to tap rising local demand for premium liquor despite the country’s sluggish economic recovery.

The Chuan Pure Malt Whisky, made in the Paris-based firm’s Mount Emei distillery in Sichuan province, will commence sales this week, chief executive Alexandre Ricard told reporters during a tour of the facility. 

The spirit will initially retail at 888 yuan (€115) per bottle through Pernod’s main distributors in China and it will later be available for sale online. Pernod will also sell two other types of whisky exclusively in the distillery’s retail store for 1,199 yuan and 1,488 yuan respectively. No exact time table was disclosed for when Pernod plans to make The Chaun available outside of China. 

Global booze giants from Pernod to Diageo are doubling down on efforts to court drinkers in Asia, especially China and India, after the region overtook the European Union last year to become the biggest buyer. In the first half of this year, six of the 10 largest export destinations for the vaunted spirit were in Asia. 

In particular, Pernod — the maker of Absolut vodka and Perrier-Jouet champagne — has been expanding in China, opening its first distillery in the country in 2021. Pernod is the first international firm to make whisky in China. 

• Bloomberg