Brand Strategy Insights: Creating a Distinct Whisky Identity in China

Pernod Ricard Group made a significant investment in a new Malt Whisky Distillery in China, demonstrating its commitment to the Chinese market and its desire to introduce iconic products and unique experiences to consumers. The brand sought a Chinese name that would immediately evoke associations with Emei/Emeishan and local culture. Additionally, the alcohol brand name needed to celebrate the fusion of Emeishan’s pristine nature with the craftsmanship of Western whisky-making, while being easily pronounceable in both English and Chinese.

Challenge

Pernod Ricard has invested in a new Malt Whisky Distillery in China, reflecting its commitment to China with an ambition to bring new iconic products and experiences to its consumers. The brand is seeking a Chinese name that has an immediate association with Emei/Emeishan and local culture. The brand name should also celebrate the matrimony of Emeishan’s pristine nature with the western craft of whisky making and should be easy to pronounce in both English and Chinese.

Solution

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.

Results

Labbrand’s exceptional linguistic and strategic expertise resulted in the creation of the alcohol brand name 叠川 (THE CHUAN), which elegantly captured the brand’s story, history, and cultural significance. On November 16th, 2021, Pernod Ricard officially unveiled the Chinese name 叠川 (dié chuān) for its Malt Whisky Distillery, marking a significant milestone in the brand’s journey in China. The brand name 叠川 (THE CHUAN) successfully embodied the brand’s vision and established a profound connection with consumers.