Kirin partners with Pernod Ricard to expand Fuji whisky’s global reach

The new partnership more than triples the number of countries Fuji whisky is sold in worldwide to 18, with the addition next month of 13 European markets, including Italy and Spain. Kirin aims to tap the continued popularity of Japanese whiskies overseas.

Kirin produces Fuji whisky at its Fuji Gotemba distillery in Shizuoka prefecture. The company currently works with local distributors to export to France, the U.S., Australia, China and Singapore. Pernod will take over sales in France.

Under the partnership, which began in July, the selling price of Fuji whisky is expected to be over 10,000 yen ($70) per bottle in Europe, nearly double the price in Japan. Kirin aims to increase Fuji sales in Europe from around 100 million yen a year currently to around 2 billion yen in 2030. Three or four more countries will be added in 2024.

Pernod, which sells whisky brands such as Chivas Regal and Ballantine, is the world’s second largest distilled spirits company with sales bases in 86 countries.

Kirin was a relative latecomer among Japanese whisky makers, but its spirits have garnered top awards for the four consecutive years through 2023 in an international competition sponsored by a British publisher. The company’s sales of Japanese whisky by volume in the January to June period were up 50% year-on-year.

Nikkei Asia