NEWS
PERNOD RICARD DEBUTES CHINESE WHISKY THE CHUAN IN HONG KONG
By Staff Reporter
19-6-2026
Source: Pernod Ricard
Global spirits giant Pernod Ricard has officially launched The Chuan, its first premium pure malt whisky crafted entirely in China, choosing Hong Kong as the international gateway to distribute the new terroir-driven spirit across global travel retail and overseas markets.
Unveiled at a Hong Kong press event, The Chuan marks a landmark move for Pernod Ricard, making it the first major international spirits group to commercialise a high-end Chinese malt whisky.
The spirit is distilled and matured at the brand’s purpose-built facility at the foot of Sichuan’s Emei Mountain, leveraging the region’s unique mineral spring water and mountain microclimate to create a flavour profile distinct from traditional Scottish and Japanese malts.
Matured in casks combining ex-American Bourbon, ex-Spanish PX Sherry and local Changbai Mountain Chinese oak, the whisky balances classic creamy, fruity notes with subtle oriental aromas of sandalwood and mandarin peel, defining a new category of Chinese terroir whisky.
Pernod Ricard selected Hong Kong for the global debut for its low liquor duty, robust travel retail ecosystem and longstanding role as Asia’s premier spirits re-export hub.
“Hong Kong’s unmatched global connectivity allows us to introduce authentic Chinese malt whisky to international travellers and global consumers,” said Tracy Lam, Pernod Ricard Asia Duty Free Market Director.
A Hong Kong travel retail exclusive edition of The Chuan will launch immediately at Hong Kong International Airport’s duty-free outlets, supported by in-store tasting activations.
Regional rollouts across Singapore, Thailand and Malaysia are scheduled for the second half of 2026, with European and North American duty-free distribution set to begin in Q3 2026.
The brand will also activate local premium hospitality partnerships in Hong Kong’s Central and Wan Chai districts, pairing the whisky with upscale Sichuan cuisine to build regional consumer awareness.
Amid rising global demand for premium origin-specific Chinese alcoholic products, The Chuan complements traditional baijiu’s overseas gifting market and caters to mainstream international whisky drinkers.
Pernod Ricard noted it will expand Sichuan distillery capacity while retaining Hong Kong as the core hub for the brand’s global marketing, export coordination and cross-border trade operations.
(the writer can be contacted at: info@thewinechronicle.com)
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