Onikishi Japanese whisky launches in France with Maison Villevert
Milestone Beverages has inked an exclusive distribution partnership with spirits specialist Maison Villevert to bring its Onikishi Japanese whisky to French consumers.
Onikishi is set to debut on French soil thanks to the new distribution deal with Maison Villevert.
The French spirits house, best known for creating Cîroc Vodka for Diageo as well as a number of other global spirits brands, will introduce Onikishi to French whisky consumers via cocktail bars and hospitality venues across the country.
Joe Milner, managing director of Milestone Beverages, called the deal “monumental” for the Onikishi brand.
France is already the largest importer of Japanese whisky outside the US, with IWSR reporting more than 160,000 9-litre cases sold to the country in 2023.
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“France’s appreciation of craftsmanship, tradition, and food pairing mirrors Japan’s own cultural values – making it a perfect fit for Onikishi. The French premium spirits market is vibrant, and with Maison Villevert’s depth, discipline, and distribution power, we believe France could become our biggest market globally,” he said.
The partnership will see Onikishi first roll out to the country’s 5,000+ independent wine and spirits retailers (cavistes) before expanding into on-trade channels via bars, restaurants. and cocktail venues. In on-trade venues, the focus will be on Onikishi’s use in Japanese Highball serves, including Onikishi’s signature Yuzu Highball.
Yannick Perezzan, director of commercial and marketing at Maison Villevert, said of the partnership: “The French have a deep respect for artisanal quality, and Japanese whisky fits beautifully into that cultural mindset. Onikishi not only delivers extraordinary quality but also a striking visual identity that resonates strongly here, especially given the popularity of anime in France. We see significant opportunity to build the brand across both retail and on-premise channels.”
Onikishi Japanese Whisky was recently crowned Japanese Blended Whisky of the Year at the prestigious New York International Spirits Competition.
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