Emeishan, China – In celebration of whisky’s growing popularity in China, Pernod Ricard has unveiled its first distillery in the region, situated in the city of Emeishan. As well as being a functional distillery, the site will also bolster local tourism – with its visitor centre set to open in 2023, and a permanent art programme hosting contemporary Chinese artists.
Seeking to break away from traditional associations with whisky, The Chuan Malt Whisky Distillery takes inspiration from China’s Mount Emei – a UNESCO world heritage site that forms a backdrop for the space. Created by architectural practice neri & hu, the design balances the opposing ideas of strength and fluidity through continuous reference to the natural world. As part of its sustainability goals, Pernod Ricard will also nurture local terroir and circular operations.
Through this approach, Pernod Ricard seeks to firmly establish its Terroir Spirits on an international stage. Philippe Guettat, chairman and CEO of Pernod Ricard Asia, says: ‘From its refined products to design, The Chuan Malt Whisky Distillery will set new standards for single malt whisky and immersive experiences for both Sichuan and China.’
Brands across sectors should take inspiration from this site and similarly find ways to capture local cultures through architectural design cues and creative collaborations