Pernod brings Japanese whisky Fuji to Europe

French firm Pernod Ricard has signed an agreement with Kirin Brewery Company to distribute its Japanese whisky brand, Fuji, in Europe.

Effective since early July 2023, Pernod Ricard has the distribution rights for Fuji in 13 European markets, including France, Italy and Poland, as well as many Central European countries.

Paris-headquartered Pernod Ricard said the list could extend to other markets in the future.

Fuji is produced at the Fuji Gotemba Distillery in the city of Gotemba, on the southeastern flank of Mount Fuji in Shizuoka Prefecture.

The brand’s range includes single grain, single malt and blended whiskies.

Three years after its launch in Japan, the brand said it was poised to expand internationally thanks to Pernod’s extensive distribution network.

Kirin aims to make Fuji an ‘ambassador for the Japanese whisky category around the world’.

The super-premium-plus Japanese whisky category has been growing at approximately 20% by volume outside of Japan over the past 10 years, according to IWSR Drinks Market Analysis figures cited by Pernod Ricard.

The deal is the second of its kind between the two producers. Pernod Ricard already distributes Kirin’s Four Roses Kentucky Bourbon brand in Europe and beyond.

Last month, Lion, the Australasian arm of Japanese drinks conglomerate Kirin, acquired Australian spirits producer Four Pillars for an undisclosed sum.

In February 2020, Pernod Ricard made a ‘significant investment’ in Japan-based The Kyoto Distillery, producer of Ki No Bi gin.

The Japanese gin brand is distributed by Pernod Ricard in more than 30 markets across the world, including the UK.