Onikishi Japanese Whisky, recently crowned ‘Japanese Blended Whisky of the Year’ at the prestigious New York International Spirits Competition, is set to make its highly anticipated debut in France through an exclusive distribution partnership with renowned spirits specialist Maison Villevert.
This strategic collaboration combines Onikishi’s exceptional quality, anime-inspired design and authentic Japanese craftsmanship with Maison Villevert’s extensive industry expertise and powerful premium distribution network.
Known for creating Cîroc Vodka for Diageo and for building some of the world’s most successful spirit brands, Maison Villevert offers an unrivalled platform to introduce Onikishi to whisky lovers, cocktail bars, and hospitality venues across France.
France is already the largest importer of Japanese whisky outside the US, with IWSR reporting more than 160,000 nine-litre cases sold in 2023. Demand is surging, particularly among younger consumers who value Japanese whisky’s smooth, delicate and highly sessionable style. This aligns with a broader shift away from more traditional categories such as scotch and cognac towards innovative international whiskies.
“Launching Onikishi Whisky in France alongside Maison Villevert is monumental for us,” said Joe Milner, MD of the brand’s owner, Milestone Beverages HK. “France’s appreciation of craftsmanship, tradition and food pairing mirrors Japan’s own cultural values – making it a perfect fit for Onikishi.
“The French premium spirits market is vibrant, and with Maison Villevert’s depth, discipline and distribution power, we believe France could become our biggest market globally.”
Yannick Perezzan, the director of commercial & marketing at Maison Villevert, added: “The French have a deep respect for artisanal quality, and Japanese whisky fits beautifully into that cultural mindset. Onikishi not only delivers extraordinary quality but also a striking visual identity that resonates strongly here, especially given the popularity of anime in France. We see significant opportunity to build the brand across both retail and on-premise channels.”
The partnership will see Onikishi first roll out to the country’s 5,000-plus independent wine and spirits retailers (cavistes) – a highly professional and influential channel in France – before expanding into bars, restaurants and cocktail venues, with a focus on the Japanese highball serve, including Onikishi’s signature ‘Yuzu Highball’.
The Onikishi range in France comprises:
- Onikishi ‘Demon Knight’ Japanese Blended Whisky (43% ABV, 70cl) – approx. EUR49
- Onikishi ‘Deadly Sakura’ Cherry Blossom Cask (43% ABV, 70cl) – approx. EUR70
- Onikishi ‘Tenbatsu’ 12-Year-Old Japanese Whisky (43% ABV, 70cl) – approx. EUR120
