Penetrating the Chinese market for Pernod Ricard couldn’t be better: with the opening of a whisky distillery.
Pernod Ricard’s distillery project announced in August is the result of an investment of €130 million. However, although construction of the whisky distillery in Emeishan, Sichuan, began on 29 August, you won’t see the day until 2020. On the other hand, its first whisky – malt – will not be ready until 2023.
The construction of the distillery opens up a new world of opportunities for PR. On an area of 13 hectares, the company will incorporate into the distillery an “innovative approach for malt whisky-making“.
“Our goal is to develop and expand the category of whisky in China. said Jean-Christophe Coutures, CEO of Chivas Brothers, at a press conference in London for Pernod Ricard’s 2019 financial year.
“Having a local whisky developed in China of the highest possible quality will help boost whisky penetration. This is among China’s affluent middle class.”
Excellent Performance in Asia and China
There is no doubt about this move of the French spirits group. Its annual results showed +21%, an excellent performance thanks to Martell’s strong dynamism and growth relays. In addition, +12% due to the strong acceleration driven mainly by China on the Asian continent. It is followed by India and Turkey and continued strong growth in Japan.
Don’t drink and drive. Enjoy responsibly.
Leave a comment