Produced by丨Yunjiu Vision.
In 6 years and 2,240 days, Diechuan was launched.
On December 12, Pernod Ricard announced the launch of The Chuan single malt whisky, and the Chuan Malt Whisky Distillery Experience Center opened on the same day.
This marks Pernod Ricard as the first international spirits and wine company to launch a whisky of Chinese origin.
Previously, Guo Binchen, CEO of Pernod Ricard China, said: "Pernod Ricard has always been committed to embracing the 'China opportunity' in the context of high-quality development with a diversified brand matrix, high-quality products and sustainable development commitments, and firmly fulfilling its commitments in China. ”
With the launch of the first product created in China, Pernod Ricard is embracing the "Chinese opportunity" at the same time, and the curtain of the Diechuan market is about to open.
Tsujikawa pure malt whisky.
Native to China, the "original intention" of Diechuan
As the first malt whisky created in China by an internationally renowned spirits group, Diechuan Pure Malt Whisky is led by a local team led by Chief Distiller Dr. Yang Tao through innovation and research.
The vinification process uses barley from Europe and China, as well as the innovative use of oak barrels from three continents (American bourbon barrels, Spanish sherry barrels, and Chinese Changbai Mountain Danling oak barrels) and stacked blending methods, resulting in a complex layered taste.
Unique three-continent oak barrel aging and stacking method.
The Chinese characteristic flavor originates from the sincerity of Diechuan Malt Whisky Distillery to the Chinese whisky market in the six years since the establishment of the factory. Pernod Ricard revealed that Diechuan single malt whisky will be positioned in Pernod Ricard's high-end whisky category and become a member of its luxury whisky products.
Dr. Yang Tao, Chief Distiller of Diechuan Malt Whisky Distillery.
Exploring China's high-end market is one of Pernod Ricard's "whisky ambitions".
Although the growth rate of the domestic whisky market is considerable, the current consumption atmosphere is not yet mature, and the consumption ** is still focused on the 200-300 yuan range, and the high-end process is slow. Pernod Ricard, as an internationally renowned spirits group, was the first to enter the market when the pattern of the high-end price band of domestic whisky was undecided, and it was the future development potential of this price band that it was eyed.
The integration of wine and tourism is another part of its "whisky ambition".
On the day of the product launch, the Diechuan Malt Whisky Distillery Experience Center, which aims to create a world-class landmark integrating whisky, culture and food, was also officially opened. The experience center can provide visitors with a full range of experiences, including immersive cinema, detailed demonstrations of the Whisky making process, whisky tasting and gift shopping, and high-end culinary experiences.
Diechuan Distillery Experience Center.
Pernod Ricard revealed: "We understand that Chinese consumers are eager to discover new categories, and Chinese whisky is a new category that we have launched on the world map, and we need to do a lot of educational work. This is one of the aims of the Tsuigawa Malt Whisky Distillery, to explain and demonstrate how we make whisky and why our whisky is of such high quality through educational activities. ”
The advantage of creating an integrated development model of wine and tourism is that while cultivating C-end consumers, it can also deeply link B-end consumers. Not only that, but this is also conducive to Pernod Ricard's high-end process in China.
As early as 2019, Pernod Ricard publicly announced that it would invest 1 billion yuan in the next 10 years to build a distillery, and the original intention of the establishment of the Diechuan Whisky Distillery was to spend more time to educate, influence and recruit consumers, build the Diechuan brand, and make it the leader in China's high-quality whisky.
Guo Binchen. Guo Binchen emphasized that the Diechuan Whisky Distillery project is of strategic significance, and it is even a long-term project for hundreds of years, which will help Pernod Ricard create a new category - Chinese whisky, so that Pernod Ricard can better capture the opportunities in China's booming whisky market.
It is not difficult to find that Pernod Ricard's "whisky ambition" is the next game of "big chess", and the chess game points to the entire Chinese market.
Continue to increase the "determination".
As an internationally renowned spirits and wine group, whisky is just one part of Pernod Ricard's presence in the Chinese market. If the timeline is extended, it can be seen that it is also quite interesting in the planning of spirits products.
At the CIIE held in November this year, Pernod Ricard announced the debut of two "aged" wines from Martell's single-region series in the Chinese market, XO Cognac from Grande Champagne and XXO Cognac from Boydor District.
Yunjiu Vision learned that in addition to "Exploratory" and "Aged" cognacs, "Collectible" is also planned to enter the Chinese market in 2024. This collection will further enrich Martell's portfolio and better meet the increasingly diverse consumer needs of Chinese cognac lovers.
In addition, a number of Pernod Ricard's products, including Absolut Vodka and Chivas Regal products, have been launched in small bottles, and comprehensive retail stores have been launched.
Li Jiaqi. Li Jiaqi, chairman and CEO of Pernod Ricard, mentioned that in the Chinese market, the company's growth is driven by Martell, but also by the portfolio of premium brands led by Absolut Vodka and Jamesonol.
Pernod Rinod said that in terms of long-term layout, the company will launch customized products around the specific needs of the Chinese market, from taste to bottle design, which will be tailored to the diversified needs of Chinese consumers.
In addition to products, channels are also a key focus area for Pernod Ricard.
Diechuan Distillery Experience Center.
Pernod Ricard has found that DIY ready-to-drink and live house models have become two new growth points in the market, and for this reason, its distribution model has also changed rapidly, making full use of diversified channels and more types of social ** platforms to seamlessly reach consumers through online and offline linkage.
Guo Binchen said that China's spirits market is full of vitality, and Pernod Ricard has the most extensive and rich product portfolio in China, which can meet the diversified needs of consumers through the product portfolio and better grasp the emerging new needs in terms of market coverage. Pernod Ricard has always been committed to a diversified brand matrix, high-quality products and a commitment to sustainable development.
As the main business segment of Pernod Ricard, spirits has also attached great importance to the update and iteration in the Chinese market. For Pernod Ricard, the growth target of its spirits segment in the Chinese market will be in the double digits, and the Chinese market is also regarded as a long-term region to be cultivated in the future.
The "ambition" of in-depth development
In August this year, Pernod Ricard Group released its 2023 fiscal year (note: July 1, 2022 to June 30, 2023) performance report, showing that China's net sales increased organically by 6% against the backdrop of a 5% sales decline in the first three quarters, and a strong fourth quarter**.
In addition to spirits, Pernod Ricard has begun to experiment with other business areas after "tasting the sweetness" in China.
Pernod Ricard appeared at the 3rd China International Consumer Products Expo.
With more than 30 years of deep cultivation in the Chinese market, Pernod Ricard has developed from a simple first-class company to a comprehensive company with Diechuan, Helan Mountain Winery, and Chuangxiang Huanju Investment.
Focus on Joy Gathering Investment**, an investment start-up that seeks growth opportunities outside of the Group's core business beyond spirits and wines. According to the data, its investment mainly focuses on five major areas: real social networking, family entertainment, new retail experience, virtual gathering, and rational gathering, and the invested projects include the liquor e-commerce platform Shijiufang, the new retail channel of liquor, Jiuting 1990, and the cutting-edge consumer brand Daily Heiqiao, fruit baking B2B e-commerce platform Xianmu Farm, etc.
Pernod Ricard has also established multi-level cooperation with different enterprises.
In March this year, Pernod Ricard (China) reached a strategic cooperation with Zhengzhou Yuzhilin Commerce and Trade Co., Ltd., as an important layout in the northern Chinese market in recent years, focusing on developing the regional market with the model of provincial generationIn July this year, Pernod Ricard (China) reached a strategic cooperation with Baichuan Famous Products, which has an important layout in the East China market in recent years, focusing on developing the regional market in a cooperative mode.
Diegawa Malt Whisky Distillery.
From the whisky distillery, to the entire spirits sector, to the comprehensive business layout, Pernod Ricard's "three hearts" for the Chinese market are clearly visible. What is certain is that in the face of the growth potential of the spirits sector in the Chinese market, Pernod Ricard will continue to promote localization measures in the future, including sustainable development planning, which also confirms its long-term development in the Chinese market.