While Pernod Ricard and Diageo lined up to “get in the ring,” they both rocked with a featherweight effort. Pernod Ricard with their two still setups and a claimed $150 million investment. Diageo comes with a 4-still setup and a more reasonable asking price of $75 million.
Meanwhile, a group of whiskey lovers mostly based in China smashed their piggy banks, pooled their loose change, and assembled a 17,000-square-foot, 12-still, 15-million-liter LPA (liters of pure alcohol) super-heavyweight championship-winning monster with stills that they designed and patented themselves. The only distillery in the world to hold its own patent for a still design and only the 4th patent ever granted for a whiskey still since records began.
Nine Rivers Distillery is the name of the project that takes on the big boys and is funded by over 100 whiskey lovers from 19 different countries. Together they think they have what it takes to put Chinese single malt whiskey on the map, but they’re not taking any chances. They have feng shui on their side and their own feng shui master. Not only did Feng Shui dictate the architecture and layout, but their groundbreaking on Friday, February 18, 2022 at 3am occurred during the Hour of the 4 Black Water Tigers – an event that occurs once every 60 years and them will seem to bring success in everything they do.
An interesting role reversal in the alcohol world and one that we think will get a lot of attention as a trending topic for years to come.
Photo credit: Nine Rivers Distillery