Pernod Ricard India is aiming to triple its revenue by 2034 by focusing efforts on the premiumization of its whisky brands. The announcement is backed by the release of two new “premium whiskies”: Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky.
The Indian whisky market has been growing rapidly in recent years, and Pernod Ricard hopes to see its new strategy increase its standing in the category.
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Blenders Pride Four Elements
Seagram’s Blenders Pride Four Elements is a blend of Indian grain spirits and scotch malt spirits that represent the four elements of Air, Water, Earth & Fire. The four striking colors used on the packaging, designed by LOVE INTERNATIONAL (UK), also symbolize these elements.
The Indian whisky will first be rolled out regionally in Uttar Pradesh, Haryana, Odisha, Telangana, and Goa. Then, by the end of 2024, Blenders Pride Four Elements is expected to have been rolled out across India.
Royal Stag Double Dark Peaty Whisky
Seagram’s Royal Stag Double Dark Peaty Whisky comprises a blend of double-distilled scotch malts – that have been matured in charred oak barrels – and a mix of peated malt and grain spirits.
The packaging for this release was designed by FCB India, with the stag seeming to evoke images of the Scottish Highlands. The addition of peat, an ingredient found predominantly in single malt scotch whiskies from Islay, reinforces Royal Stag’s Scottish roots.
Royal Stag Double Dark will begin its rollout in Maharashtra, Assam, Haryana, and Uttar Pradesh. It is also expected to have rolled out nationwide by December.
Pernod Ricard India’s Plans For The Future
The double release comes on the heels of the unveiling of Longitude 77, the first Indian single malt from Pernod Ricard India. The reception of Longitude 77 has bolstered confidence in Pernod Ricard India’s ability to cater to drinkers looking for a more premium experience. As such, both Blenders Pride Four Elements and Royal Stag Double Dark Peaty Whisky are priced above their standard variants, to cater to such customers.
“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,” Kartik Mohindra, CMO and head of global business development for Pernod Ricard India, said in a statement.
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“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 premiumization, which is something we are truly thrilled about at Pernod Ricard India.”
Pernod Ricard India’s plans highlight its commitment to the ‘Make In India’ initiative, launched by the Prime Minister in 2014 in an effort to bolster the manufacturing sector in India. The company’s success in implementing this policy is highlighted by the fact that 97% of Pernod Ricard India’s portfolio is produced domestically, according to the company.
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