Tourism and gastronomy stamp Chinese whisky on the global map
Pernod Ricard wants to build The Chuan into an international whisky brand, investing in distillery tourism, fine dining partnerships and new expressions to showcase China’s first premium malt whisky to global audiences. Rebecca Lo reports.
In the heart of Sichuan province, a region celebrated more for its panda population, The Chuan Malt Whisky Distillery at the foothills of Mount Emei manifests Pernod Ricard’s ambitions for its west meets east whisky.
Situated about two hours’ drive southwest of the provincial capital Chengdu, the 7,350 square metre facility built to the tune of CNY¥1 billion (£111 million) was designed by Shanghai-based architecture firm Neri&Hu. A minimalistic blend of a functioning distillery with tourism draws, it offers an experience centre, tasting rooms and The Yan, a fine dining restaurant. The welcoming atmosphere soothes sceptics while sating those keen to learn how a Chinese malt whisky competes against imports.
As China gravitates more towards lifestyle-oriented alcoholic beverages, China’s General Administration of Customs noted that whisky imports reached 35.84 million litres in 2025. The 22.78% year-on-year increase tops the country’s spirits imports, contrasting sharply with brandy’s drop of 38.57% within the same period to 21.51 million litres after dominating for decades.
The trend underscored China’s move away from gifting premium Cognac brands while reflecting the aftermath of its anti-dumping measures on EU brandies. In late 2025, whisky import duties were cut by 10 to five percent, further boosting the spirit’s distribution and price point.
Putting premium malt whisky on the map
Well before imported whisky’s uptick, international brands including Pernod Ricard and Diageo began investing in producing domestic casks, as reported in the drinks business. Today there are more than 50 whisky distilleries in China, though The Chuan markets itself as the first premium malt one.
“We started with a belief that China can craft truly premium whisky,” explained Tracy Lam, market director with Pernod Ricard Asia Duty Free. “The Chuan is built on pure malt quality with a clear identity: it blends Chinese and Western whisky-making while expressing Chinese flavour. Crafted with rare Chinese Danling single oak casks, it offers a distinctive profile for international audiences with its notes of ebony and mandarin peel.”
How the distillery draws crowds
Sichuan’s pristine mountain streams and reputation for friendly folks made it the ideal place for producing and marketing The Chuan. These characteristics also made tourism to the distillery an entry point for whisky lovers and on-trade professionals, introducing them to the product’s messaging.
“The distillery is designed as a tourism destination, not only a production site,” said Lam. “For domestic visitors, it offers a premium cultural experience linked to Sichuan: craft, maturation and tasting. For international travellers, it provides a structured ‘China craft meets global standards’ story supported by hospitality-style programming and food pairing experiences.”
Dr. Yang Tao, The Chuan’s master distiller, stated that the distillery is “an immersive insight into whisky culture and professional distillation craftsmanship, allowing local visitors to explore the charm of international whisky art locally.”
For international visitors, he added, the site presents “one-of-a-kind Chinese terroir, local culture and exclusive Oriental whisky flavours that cannot be found anywhere else in the world.”
Partner Content
Yang, a native of Beijing, studied distillation techniques in Scotland with Chivas Brother before contributing parameters for The Chuan distillery’s build.
Expanding portfolio
The Chuan’s flagship whisky launched in 2023 and continues to be priced HK$680 (£65.50) per 700 mL bottle. It went on to win a gold medal in the world whisky category at the International Spirits Challenge 2024.
Two new editions in production over the past several years are poised to hit the market by 2027, initially selling at duty free shops in Asian destinations such as Seoul. The Chuan Pure Malt Whisky – Finished in Pedro Ximénez Cask pays homage to classic whisky traditions while The Chuan Pure Malt Whisky – Finished in Smoked Chinese Single Oak Cask is an experimental departure from the norm.
“The smoked Chinese single oak cask expression marks our bold breakthrough beyond traditional whisky craftsmanship,” said Yang. “It represents our in-depth exploration of authentic Chinese-style and Oriental whisky flavours, delivering an innovative and pioneering taste experience to the global spirits landscape.”
Boosted by government support
With Hong Kong historically a gateway for wine and spirits flowing between China and the world, the city’s government has begun working with Chinese labels including The Chuan. In March 2026, the Hong Kong government’s secretary for commerce and economic development Algernon Yau led a delegation to Sichuan with a stop at The Chuan distillery to promote the city’s advantage as a liquor trading hub.
“The government has been a proactive partner, from lowering high-end spirits duty to actively helping mainland Chinese brands go global,” said Lam. “Combined with Hong Kong’s tax advantages, world-class logistics, and super-connector role, it makes Hong Kong the natural platform to take Chinese spirits like The Chuan to the world. Going forward, we plan trade and media education, restaurant-led pairing activations – especially with Chinese cuisine, ambassador-led tastings and discovery programmes.”
Looking to gastronomy
The Chuan is currently working with Hong Kong Chengdu Restaurant on dining experiences following the whisky’s September 2025 launch collaboration with two Michelin-starred Chinese Restaurant Rùn in The St. Regis Hong Kong hotel.
Chengdu Restaurant’s multifaceted Sichuan cuisine resonates with The Chuan’s DNA—the whisky’s Chinese name in part references its layered complexity. Paired with roast pigeon, the spirit’s structural integrity carries the sweet numbing sensation of the dish’s Sichuan peppers while balancing the bird’s succulent richness.
“The Chuan is an ideal companion for our cuisine,” noted Mario He, director at Hong Kong Chengdu Restaurant. “When enjoyed with the numbing fragrance of Sichuan peppercorns, the whisky’s lingering finish becomes even more pronounced. This creates a cleaner palate and a smoother drinking experience, resulting in a pairing where the spirit and food truly elevate one another.”
Dream team: spirits and Sichuan cuisine
The restaurant has a one-month campaign with The Chuan ending 12 July, with a special pairing menu and complementary bottle priced at HK$1,880 (£181). “We are highlighting the Pure Malt as a balanced entry point, offering guests the most direct way to appreciate the natural synergy between Sichuan spirits and cuisine,” said He.
Yang believes that the activations in Hong Kong through gastronomic partnerships will support The Chuan’s growth alongside visits to the distillery: “The Chuan offers international whisky enthusiasts three unique experiences: exclusive Oriental flavour profiles shaped by distinctive Chinese terroir; an immersive and one-of-a-kind distillery visitor centre tour experience; and a profound, authentic cultural story that redefines traditional whisky perception.”
Related news
Are rare spirits back in favour in Hong Kong's secondary market?
