Shanghai, China, December 2021
With the opening of Pernod Ricard Group's new malt whisky distillery in Emeishan, the brand name 叠川THE CHUAN created by Labbrand made its debut in Sichuan province, China.
With an investment of 1 billion RMB (150 million USD) over a decade, 叠川 THE CHUAN Malt Whisky Distillery reflects Pernod Ricard’s commitment to China with an ambition to bring new iconic products and experiences to its consumers. Labbrand has the great honor to have created the Chinese brand name of this milestone distillery. Working closely with Pernod Ricard, Labbrand team gained a deep understanding of the brand's core value and the long history of Emeishan. With excellent linguistic and strategic skills, the team integrated the brand story with history and culture, and created the brand name 叠川with grace and profundity.
The site of the distillery was selected after a number of visits to various locations in China. Thanks to its perfect terroir and water source for whisky making, as well as its rich Chinese history and culture, Emeishan stood out from the rest. The distillery’s name 叠川 is a matrimony of two exquisite characters steeped in the local terroir and culture, reflecting the geographic location (川 for Sichuan) , natural environment (川 means river originally) and cultural connotation (rooted in Chinese idiom 山川叠翠crystal-clear river flowing over the lush mountainous landscape). With the “rich and layered” meaning of 叠 (the) and “river” in 川 (chuan) from Sichuan, together叠川THE CHUAN celebrates the duality between the mountain and water, strength and softness of our whisky and the origin and outcome of our malt whisky distillery.
Pernod Ricard has been privileged to play our part in China’s dynamic development for over 30 years. We consider it our mission to bring to life the most iconic malt whisky made in China with pride, leveraging the expertise we have as a market leader. Our master distiller, Yang Tao has been working with our heritage master distillers in Scotland to bring the most authentic whisky making know-how into China, while leveraging the pristine water source of Emei, renowned for its utmost quality. Today, we are marking a significant milestone on this journey and we look forward to sharing our vision and single malt whisky from 叠川 THE CHUAN Malt Whisky Distillery with whisky lovers around the world.
Labbrand is proud of its engagement throughout the brand development of 叠川 THE CHUAN, a milestone project for Pernod Ricard on its localization and innovation journeys by blending the codes of Whisky with the cultural codes of China and Sichuan province.
Labbrand, a Labbrand Group company, is a leading global brand consultancy founded in China in 2005 with offices in Singapore, New York, Vancouver, and Paris. As your Guiding Partner for Brand Innovations, we offer comprehensive consultancy on Naming, Branding and Innovations to create and develop impactful brands. Through seamless coordination of our expertise in Insights, Strategy, Naming and Design, we translate brand ideas into impactful identities and experiences that strengthen your brand equity. For more information, please visit labbrand.com