With the opening of Pernod Ricard Group’s new malt whisky distillery in Emeishan, the brand name pernod ricard 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 brand name 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.
Embark on a journey to the heart of Pernod Ricard’s new malt whisky distillery in Emeishan, China, where every element is meticulously chosen. Delve into the captivating story behind the selection of Emeishan—a perfect blend of terroir, water source, and rich Chinese heritage. Witness the birth of the distillery’s name, 叠川, a harmonious fusion of cultural nuances, geographic symbolism (川 for Sichuan), and natural imagery (川 meaning river). Immerse yourself in the profound layers of meaning, drawn from the Chinese idiom 山川叠翠, reflecting crystal-clear rivers flowing over lush mountainous landscapes. Explore the exquisite interplay of “rich and layered” 叠 and the essence of “river” 川 from Sichuan, encapsulating the duality of mountain and water, strength and softness. Experience the origin and outcome of this exceptional malt whisky distillery through the poetic resonance of 叠川THE CHUAN—a name crafted by Labbrand for Pernod Ricard, blending tradition and innovation in every sip.
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
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.
Chairman and CEO of Pernod Ricard Asia
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.
Founder and CEO of Labbrand
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