Pernod Ricard to bring Kirin Brewery’s Japanese Fuji whisky to Europe

Kirin Brewery has signed an exclusive agreement to allow Pernod Ricard to distribute premium Japanese whisky Fuji across continental Europe.

The partnership came into effect in early July 2023, and Pernod Ricard will distribute the brand across 13 markets including France, Italy, Poland and many central Europe countries.

Kirin Brewery Company, Limited has said there is potential to extend this list to other geographies at a later stage.

This agreement is the second of its kind between Pernod Ricard and Kirin Brewery after the long-standing partnership to distribute Four Roses bourbon in Europe and beyond.

FUJI is an aged whisky produced at the historical FUJI Gotemba Distillery, embodying Japanese craftmanship with a range of three aged whiskies, Single Grain, Single Malt and Single Blended.

Three years after its launch on the Japanese domestic market, the brand is now poised to expand to more international consumers thanks to the extensive distribution network of Pernod Ricard.

Over the last 10 years, the super premium Japanese whisky category has been growing at an average pace of c.20% in volume outside Japan, according to IWSR figures.

Kirin Brewery began exporting two of its Japanese Fuji whiskies to Singapore in November 2022, while a third made its debut in the US and Australia.

Kirin was named in the top 10 most valuable beer brands in the world this year. Read more on that here.

The Japanese brewer is also looking to buy factory facilities in North America to keep a foothold in the craft beer market, the drinks business reported this year.