CHINA/ASIA PACIFIC. Pernod Ricard Global Travel Retail has partnered with China Duty Free Group (CDFG) to introduce The Chuan Pure Malt Whisky Travel Exclusive Edition in the channel.
The launch follows the expression’s 2023 debut in Mainland China and its phased roll-out across select Asian domestic markets last year.
High-profile activations have been running at Shanghai Pudong and Hong Kong international airports since July. The campaign has since extended to Thailand, Malaysia and Singapore throughout August.
Visitors to the pop-ups are invited to discover The Chuan through guided tastings and storytelling, with immersive spaces designed in the bottle’s mountain-blue and copper tones.
Both the 100% recyclable glass bottle and FSC-certified presentation pack draw inspiration from Mount Emei and the whisky’s Chinese heritage. Design references to the distillery’s architecture in the bottle shoulder and distinctive brick glass detailing.
A gold travel retail-exclusive symbol is prominently displayed on the packaging, underscoring the whisky’s channel exclusivity.
According to Pernod Ricard, the travel retail campaign pays homage to a deep sense of national pride.
Crafted in the microclimate surrounding Mount Emei, The Chuan combines Chinese distillers’ expertise with the influence of three oak types: American bourbon, Spanish sherry and Chinese single oak from Changbai Mountain.
The resulting liquid offers a layered sherry-forward profile, opening with floral, sweet fruit and cream notes on the palate, followed by candied fruit and crème brulée and finishing with long, warming notes of aged mandarin peel and wood.
Crafted by Master Distiller Dr Yang Tao, The Chuan is non-chill filtered and bottled at 48.6% ABV.
Since its release, the expression has garnered international recognition, including Silver awards at the 2025 International Spirits Challenge, San Francisco World Spirits Competition and International Wine & Spirit Competition, where it received 92 points.
Pernod Ricard Global Travel Retail Vice President Global Marketing Liya Zhang said, “I am delighted to see The Chuan take the global stage for the first time, in partnership with CDFG. It is a truly pivotal moment for Chinese whisky production, which has been quietly flourishing, impressing whisky connoisseurs with its smooth, premium expressions imbued with an unmistakable sense of place.
“Travel retail across Asia has witnessed solid rebound from the pandemic, with the prestige malt market growing +58%, so we are confident that – reinforced by the trend for China pride – the reception to The Chuan will be as warm and authentic as the exquisite liquid itself.”
China Duty Free Group Assistant General Manager Michelle Sun commented, “We are thrilled to be the first retailer to launch this prestige Chinese whisky brand to travellers across Asia. The Chuan activations at Shanghai and Hong Kong are sure to attract attention through the uniqueness of the proposition and its elegant, inherently Chinese presentation.
“We are proud to be a part of The Chuan’s journey into travel retail and intrigued to see how it disrupts the prestige whisky category.”
The Chuan Pure Malt Whisky Travel Exclusive Edition (48.6% ABV, 70cl) is available in selected Asian duty-free locations at a recommended retail price of US$90. ✈
