Pernod Ricard Expands Chinese Whisky Ambitions with THE CHUAN Global Push — Pernod Ricard SA

Event summary

Pernod Ricard held a press conference in Hong Kong on June 12, 2026, to showcase its Chinese whisky brand THE CHUAN.
The company announced two new THE CHUAN products to launch within a year, including a whisky finished in Smoked Chinese Single Oak Cask and another in Pedro Ximénez Cask.
THE CHUAN will collaborate with Chengdu Restaurant HK for an exclusive whisky-pairing dining experience to promote Chinese whisky and culture globally.
Pernod Ricard has committed a continuous investment of one billion RMB in Sichuan for THE CHUAN's distillery and related industries.

The big picture

Pernod Ricard's push with THE CHUAN reflects the growing trend of international spirits companies investing in premium Chinese whisky to tap into the rising demand for locally crafted, culturally distinct spirits. The company's strategic use of Hong Kong as a launchpad underscores the city's role as a gateway for Chinese brands seeking global expansion. With a €11.6 billion revenue base, Pernod Ricard is well-positioned to drive THE CHUAN's international growth, but success will depend on its ability to balance authenticity with global appeal.

What we're watching

Market Penetration: How Pernod Ricard will leverage Hong Kong's liquor trading hub status to expand THE CHUAN's global reach.
Product Differentiation: Whether the new THE CHUAN products can stand out in the competitive premium whisky market.
Cultural Integration: The pace at which THE CHUAN can establish itself as a symbol of Chinese whisky and culture.