# Prestigious Chinese Whiskeys The Chuan Pure Malt Whiskey is Made with European and Chinese Barley By Michael Hemsworth | Published 2023-12-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/the-chuan-pure-malt-whiskey References: [foodbev](https://www.foodbev.com/news/pernod-ricard-announces-the-launch-of-chinese-whisky-brand/) & [pernod-ricard](https://www.pernod-ricard.com/en)  The Chuan Pure Malt Whiskey has been introduced by [Pernod Ricard](https://www.trendhunter.com/trends/cordon-bleu) as the first expression from the brand that prioritizes a prestigious profile for discerning drinkers alike to appreciate. The sport is crafted with both European and Chinese barley, and is finished in casks with oak from three continents to impart a distinctly complex flavor. This includes bourbon casks from the US for a vanilla and fruit-forward aroma before notes of sweetness from [sherry casks](https://www.trendhunter.com/trends/kavalan-distillery) sourced from Spain, and finally notes of sandalwood and mandarin peel from Chinese Single Oak casks. CEO of Pernod Ricard China Jerome Cottin-Bizonne spoke on The Chuan Pure Malt Whiskey saying, "We are proud to put China on the world map of whisky by presenting this exceptional malt whisky of The Chuan. As a leading international spirits group, we are committed to proactively responding to the burgeoning enthusiasm and diversified demands of Chinese consumers.” Image Credit: Pernod Ricard ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 22% | Activity: 16% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Prestigious Chinese Whiskeys:** The Chuan Pure Malt Whiskey prioritizes a prestigious profile, appealing to discerning drinkers who appreciate complex flavors. - **European and Chinese Barley:** Crafting whiskey with both European and Chinese barley introduces a unique flavor profile, attracting whiskey enthusiasts looking for distinctive taste experiences. - **Triple Continent Cask Aging:** Aging whiskey in casks with oak from three continents results in a complex flavor profile, enticing adventurous consumers who seek distinct and globally influenced tastes. ### Who This Affects Most - **Alcoholic Beverages:** The Chuan Pure Malt Whiskey's prestigious profile and complex flavor present an opportunity for the alcoholic beverages industry to tap into the demand for high-quality, unique spirits. - **Luxury Goods:** The prestigious nature of the Chuan Pure Malt Whiskey creates a potential disruptive innovation opportunity for the luxury goods industry to cater to discerning consumers seeking exclusive and premium experiences. - **International Trade:** The collaboration between European and Chinese barley in the production of the Chuan Pure Malt Whiskey highlights an opportunity for the international trade industry to explore cross-cultural partnerships in the spirits market. ## Related on Trend Hunter - [Chinese Single Malt Distilleries](https://www.trendhunter.com/trends/single-malt-whisky-distillery-in-china.md) - [Chinese New Year-Celebrating Whiskies](https://www.trendhunter.com/trends/single-malt.md) - [Chinese Literature-Inspired Whiskeys](https://www.trendhunter.com/trends/chambers-by-cask.md) - [Chinese New Year-Themed Whiskeys](https://www.trendhunter.com/trends/gran-reserva.md) - [Metropolitan City-Inspired Whiskeys](https://www.trendhunter.com/trends/distil-your-world.md) - [Triple Barrel-Aged Taiwanese Whiskeys](https://www.trendhunter.com/trends/kavalan.md) - [Lunar New Year Whiskeys](https://www.trendhunter.com/trends/cordon-bleu.md) - [Tea-Inspired Whiskeys](https://www.trendhunter.com/trends/the-macallan-harmony-collection-whiskies.md) - [Cacao-Infused Whiskeys](https://www.trendhunter.com/trends/the-macallan-harmony-collection.md)