Pernod Ricard launches The Chuan in travel retail

Pernod Ricard Global Travel Retail has launched The Chuan Pure Malt Whisky Travel Exclusive Edition, the first prestige Chinese malt whisky to enter global travel retail. The move follows the brand’s debut in Mainland China in 2023 and expansion across Asia in 2024.

Crafted in Emei Mountain using a blend of oak casks from three continents, the whisky is now available at key duty-free locations, including Shanghai Pudong and Hong Kong International Airports, with further rollouts in Thailand, Malaysia and Singapore.

“We are confident that the reception to The Chuan will be as warm and authentic as the exquisite liquid itself,” said Liya Zhang, Vice President-Global Marketing, Pernod Ricard GTR.

Retail activations, supported by China Duty Free Group, feature immersive tasting experiences and luxurious displays that reflect traditional Chinese aesthetics.

The Chuan, priced at USD 90, is bottled at 48.6 percent ABV, and has already won multiple international awards for its distinctive flavour and craftsmanship.