Pernod Ricard GTR introduces The Chuan: the first prestige Chinese malt whisky in travel retail

Following the grand launch of The Chuan Pure Malt Whisky in the China Mainland in 2023 and select, gradual distribution across Asian Markets in 2024, Pernod Ricard Global Travel Retail (PR GTR) has released prestige Chinese whisky brand, The Chuan into duty free markets.

The Chuan Pure Malt Whisky Travel Exclusive Edition is the first SKU of its kind in global travel retail.

Supported by PR GTR’s strategic partner, China Duty Free Group (CDFG), The Chuan has been the focus of high-profile activations in Shanghai Pudong Airport and Hong Kong International Airport since July 2025, progressively extending to other Asian markets such as Thailand, Malaysia and Singapore from August.

Travelers are invited to take part in The Chuan tasting ritual at stands dressed in the same mountain blue and distillery copper as the 100% recyclable bottle and FSC-certified presentation pack; a luxurious interpretation of traditional Chinese aesthetics, both the bottle and carton depict the terroir of the Emei Mountain, with references to the iconic distillery architecture in the bottle shoulder and unique brick glass detailing. The gold GTR Exclusive icon is clearly visible top right of the pack.

As a whole, The Chuan’s campaign pays homage to the deep sense of national pride in this groundbreaking, prestige Chinese malt whisky.

The Chuan Pure Malt Whisky is crafted in Emei Mountain by Chinese distillers and through the mastery of three types of oak from three continents: classic bourbon casks from America, rich sherry casks from Spain, and proprietary Chinese Single Oak from the renowned Changbai Mountain.

Matured in the unique mountain microclimate, The Chuan Pure Malt Whisky is distinguished by its rich and complex layers of sherry-forward flavors: notes of a floral bouquet, sweet fruit and cream act as an overture, married with notes of well-rounded and layered candied fruit and crème brûlée, finishing with long-lasting warming sensations of aged mandarin peel and wood.

Conceived by Master Distiller, Dr. Yang Tao, The Chuan Pure Malt Whisky Travel Retail Exclusive is non-chill filtered and bottled at 48.6% ABV and has been internationally recognized with multiple awards (2025 International Spirits Challenge – Silver, 2025 San Francisco World Spirit Competition –Silver, 2025 International Wine & Spirit Competition – Silver, 92 Points).

Commenting on the GTR launch, Liya Zhang, VP Global Marketing, Pernod Ricard Global Travel Retail, said, “I am delighted to see The Chuan take the global stage for the first time, in partnership with CDFG. It isa 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 by 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.”

Michelle Sun, Vice President, China Duty Free Group, commented, “We are thrilled to be the first retailer to launch this prestige Chinese whisky brand to travelers 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 now available to travel retail customers in Asia, RRP US$90.