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.