In a groundbreaking move, Pernod Ricard has unveiled The Chuan, China’s first prestige Malt Whisky. The packaging for this innovative product is the work of Nude Brand Creation.
叠川The Chuan Pure Malt Whisky is a pioneering product that marks Pernod Ricard’s vision to establish a prestige malt whisky niche in China. The packaging, crafted by Nude Brand Creation, draws its inspiration from the timeless architecture of the new distillery. The distillery, a masterpiece by the award-winning China-based architectural studio Neri&Hu, is most notable for its circular tasting pavilion at the center.
The distinctive brick pattern of the building is beautifully captured in the bespoke bottle design which features unique glass detailing. The shoulder details hint at the structure of the building while the dome in the foot of the bottle creates a whisky-colored disc in the base, reminiscent of the copper dish found inside the tasting pavilion. The neck shape is a modern interpretation of the iconic ’still neck’ associated with Scotch Whisky and a nod to the two unique and hand-crafted copper pot stills found at the distillery.
The 360-degree experience of the tasting pavilion is also encapsulated in the label that wraps around the bottle. The graphic label showcases the iconic Emei Mountain that overlooks the distillery, a stunning UNESCO World Heritage Site and a source of inspiration for the distillery’s architecture. The label illustration features both the mountain and the water, illustrating the meaning behind the name 叠川The Chuan which symbolizes the harmony between the mountain and water.
The bottle comes with a stone stopper topped with a circular icon, another reference to the architecture and the footprint of the tasting pavilion. The bottle is presented with an outer box that brings the story of the label to life.
Brian Ng, Innovation Director Pernod Ricard Asia praised Nude for their deep understanding of the distillery’s philosophy and for developing an iconic piece of packaging. Tony Enoch, Creative Partner at Nude Brand Creation, expressed his pride in being part of such an incredible project and in developing the packaging for a brand from its inception.
The Chuan embodies the rich and layered terroir and local craftsmanship. Chinese ingredients are fused into high-standard whisky making, such as the use of both European and Chinese barley and the unique mastery of three types of oak from three continents that defines its complexity.
The Chuan Pure Malt Whisky will be available in selected channels in China from rrp 888 yuan ($124).
