Pernod Ricard has launched a new spirit drink combining its Chivas Regal blended Scotch whisky and a Japanese sake from the Masuizumi sake brewery.

The 12-year aged Chivas Regal Takumi Reserve has launched exclusively in Asia, specifically in Japan, Taiwan, Philippines and Cambodia.

Just Drinks has asked the Absolut Vodka maker to confirm the price of the product as well as which outlets it is being sold in.

Pernod Ricard has partnered with Japanese sake producer Masuizimi previously in 2018 when it launched Link 8888, a premium sake aged in ex-Chivas Regal American oak barrels.

Sandy Hyslop, director of blending at Chivas, said: “Chivas Regal Takumi Reserve represents new territory for Chivas, pushing the boundaries of craftsmanship to deliver a coveted spirit drink that blends the rich heritage of Scotch whisky with the diverse, internationally inspired palette of flavours found in premium sake.

“Chivas Regal Takumi Reserve is more than a spirit drink; it's a symbol of the power of collaboration and shared values, inviting enthusiasts to experience the magic born from the unity of tradition and innovation.”

The Jameson whiskey maker recently said it sees its Asian markets as providing the greatest potential for growing its direct-to-consumer (D2C) business unit long-term.

Noting demand for pricier spirits in the region, Nicolas Oudinot, the CEO of the group’s D2C division, said: “Asia is probably going to be the biggest growth driver for the coming years.”

Pernod’s D2C unit comprises two e-commerce assets: Bodeboca and The Whisky Exchange. Oudinot noted the division’s growth would predominantly come from the latter.

In Asia, the UK-based global online spirits retailer’s top markets include Taiwan, Singapore, Japan and South Korea.

Oudinot said The Whisky Exchange plans to serve China in the future but noted it was hard to pinpoint whether it would “come directly, or whether we serve Chinese [customers] elsewhere in the world”, such as in London or in other large cities in Asia.

In its full-year results for 2024, Pernod's Asia rest of world market booked 3% organic growth and 4% reported sales decline in the full year to €5bn, tugged down by the 10% fall in sales in China.

Commenting on the results at the time, CEO Alexandre Ricard noted that consumer spending was "quite weak" in the country, and that the group expected the regions to “probably follow the same trends as this past fiscal year”.

"Pernod Ricard combines whisky and sake in Chivas NPD" was originally created and published by Just Drinks, a GlobalData owned brand.

The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site.