New Delhi: Pernod Ricard India, a leading player in the Indian spirits and wine industry, has announced a bold strategy to triple its revenue over the next decade, focusing on premiumisation and innovation. This ambitious plan includes the launch of two new premium whiskies: Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky, following the successful debut of Longitude 77, India’s first single malt by Pernod Ricard.
These new whiskies are set to enhance Pernod Ricard’s presence in the burgeoning premium whisky market, which has seen significant growth and changing consumer preferences. With Royal Stag and Blenders Pride already holding strong positions in their respective segments, the new products aim to capture a larger share of this high-value market.
Blenders Pride Four Elements features a unique blend of Scotch malts and Indian grain spirits, symbolising the four elemental forces: Air, Water, Fire, and Earth. Its vibrant packaging, designed by LOVE INTERNATIONAL (UK), complements its innovative flavor profile. Royal Stag Double Dark Peaty Whisky introduces a distinctive smoky flavor, achieved through double-distilled Scotch malts matured in charred oak barrels and blended with peated malt. Its contemporary packaging, created by FCB India, further differentiates it in the market.
Sustainability is a key focus for these launches. Both products use minimal mono-cartons and align with Pernod Ricard’s sustainability roadmap, "Good Times From a Good Place," reflecting the company’s commitment to eco-friendly practices.
Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India, emphasised the importance of these launches: “As one of Pernod Ricard group’s top three markets, India offers significant opportunities for growth and innovation. Our newest releases, Blenders Pride Four Elements and Royal Stag Double Dark, cater to the changing whisky preferences of discerning Indian consumers. Post the successful launch of our Indian Single Malt Longitude 77 which is tailored exclusively for connoisseurs of authentic contemporary Indian luxury, these two unique line extensions demonstrate our commitment to innovation and premiumisation, which is something we are truly thrilled about at Pernod Ricard India.
These product innovations are backed by extensive consumer research and Pernod Ricard India’s investment in Research and Development, allowing us to remain agile in the rapidly evolving market landscape.”
The new whiskies will be rolled out in phases, starting with Royal Stag Double Dark in Maharashtra, Assam, Haryana, and Uttar Pradesh, and Blenders Pride Four Elements in UP, Haryana, Odisha, Telangana, and Goa. The full pan-India rollout is expected to be completed by December 2024.
Pernod Ricard India’s strategy aligns with the “Make in India” initiative, with over 97% of its portfolio produced domestically. The company’s commitment to innovation and premium products continues to set benchmarks in the industry, reinforcing its global presence with Royal Stag available in 44 countries and Blenders Pride in 15.
About Pernod Ricard India:
Pernod Ricard India Private Limited, a subsidiary of Pernod Ricard South Asia, is renowned for its dynamic and premium brand portfolio. With a rich legacy of over 30 years in India, the company operates through its distillery in Nashik and 24 bottling sites across the country. Pernod Ricard India is committed to sustainability and corporate social responsibility through the Pernod Ricard India Foundation (PRIF).
The company’s global reach extends to over 50 countries, with Seagram’s whiskies exported to 40 nations. Pernod Ricard India’s dedication to excellence and innovation continues to drive its success in the Indian and international markets.