Pernod Ricard India Accelerates Premiumization Strategy Launches Two New Whiskies to Capture the Growing Premium Segment

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Pernod Ricard India Accelerates Premiumization Strategy; Launches Two New Whiskies to Capture the Growing Premium Segment

  • Tuesday, August 27, 2024 5:30PM IST (12:00PM GMT)
Building on their rich legacy, ‘Royal Stag Double Dark’ and ‘Blenders Pride Four Elements’ are set to establish new benchmarks in taste and innovation.
 
India:  
Pernod Ricard India, a leading player in the Indian spirits and wine industry, has unveiled an ambitious plan to triple its revenue over the next decade by prioritizing premiumization and innovation in the Indian market. The company unveiled two groundbreaking whiskies - Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky - as part of this strategic initiative following a successful launch of Longitude 77 - the first Indian Single Malt by Pernod Ricard.

These launches mark a significant step in the company’s plan to strengthen its position in the premium whisky market, which has seen rapid growth and evolving consumer preferences in recent years. Pernod Ricard India aims to leverage its strong market position with Royal Stag and Blenders Pride holding leadership positions within their respective segments.

India is a key market for the Pernod Ricard Group globally. With 97% of its portfolio produced domestically, Pernod Ricard India’s strategy aligns with the government's vision of Make in India initiative. The launch of these two new whiskies is a testament to the company's commitment to keep ‘innovating in India’, providing distinctive flavors and taste profiles that were once exclusively sought from imported whiskies by Indian consumers. As India solidifies its position as one of the largest whisky-consuming markets worldwide, Pernod Ricard India is set to redefine the whisky-drinking experience for the aspirational and experimental Indian consumers, leveraging its global expertise.

The new variants are designed to capture a larger share of the premium market. Blenders Pride Four Elements stands out with its innovative blend of four distinct styles of Scotch malts and Indian grain spirits, each representing one of the four elemental forces: Air, Water, Fire, and Earth. This creates a vibrant and intricate flavor profile, enhanced by packaging designed by LOVE INTERNATIONAL (UK), which uses different colors to symbolize the Four Elements.

Royal Stag Double Dark Peaty Whisky, on the other hand, features a distinctively smoky blend profile, a first of its kind in its segment. It utilizes double-distilled Scotch malts matured in dark charred American and European oak barrels, blended with select peated malt and grain neutral spirits providing a differentiated experience in the category. Its vibrant and contemporary packaging, crafted by FCB India, further differentiates it in the market.

Sustainability is also a key focus for these new products. Both products feature limited use of mono-cartons during the launch phase, aligning with Pernod Ricard's sustainability commitments. There is a concerted focus on eco-friendly packaging as part of the company’s larger sustainability roadmap, "Good Times From a Good Place".

Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India, said, “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 premiumization, 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 company is deeply committed to the 'Make in India' initiative and has a strong 30-year legacy of industry innovation and disruption. The launch of Longitude 77 – the first Indian Single Malt from the House of Pernod Ricard India – last year marked a significant milestone in this ongoing commitment. The brand showcases India’s competence in offering ultra-premium and authentic luxury products and experiences to the world. With a pioneering spirit, Pernod Ricard India introduced the concept of premiumization to the Indian market, shifting focus from volume to value-driven business strategy and setting industry-first benchmarks.

These strategic launches not only underscore Pernod Ricard India’s commitment to the Indian market but also sets the stage for potential global expansion, leveraging the strong international presence of both Royal Stag and Blenders Pride brands. With Royal Stag currently available in 44 countries and Blenders Pride in 15, these brands are a testament to the global reach and appeal of Indian spirit.

These products will be launched in phases, beginning with Royal Stag Double Dark in Maharashtra, Assam, Haryana, and Uttar Pradesh, followed by Blenders Pride Four Elements in Uttar Pradesh, Haryana, Odisha, Telangana, and Goa. Both launches are expected to complete their pan-India rollout by December 2024.

In terms of portfolio positioning, Blenders Pride Four Elements is situated between Blenders Pride and Blenders Pride Reserve Collection, while Royal Stag Double Dark enhances the Royal Stag family's presence in the evolving whisky landscape. These products are designed to expand their respective categories through unique profiles and consumer experiences. Priced at a premium to the base variant they establish new price points in the market, targeting new blend profile seekers and experimental consumers.


About Pernod Ricard India

Pernod Ricard India Private Limited (PRI) is a fully owned subsidiary of Pernod Ricard South Asia and a fast-growing multinational alcohol-beverage company delivering quality products to its consumers across the country.

Impressive Brand Portfolio

Home to renowned brands in each category, Pernod Ricard India holds one of the most dynamic and premium portfolios in the industry, led by Seagram’s whiskies that include Longitude 77, Royal Stag, Royal Stag Barrel Select, Blenders Pride, Blenders Pride Reserve Collection, Imperial Blue, 100 Pipers and a wide range of international premium brands such as Chivas Regal, Ballantine’s, The Glenlivet, Royal Salute and Jameson Irish whiskey. Some of the eminent brands in the white spirits category include ABSOLUT vodka, Jacob’s Creek and Campo Viejo wines, Martell cognac, Beefeater and Monkey 47 gin, Kahlúa, and Malibu liqueurs, Mumm and Perrier-Jouët champagne.

Global yet committed to ‘Make in India’

India continues to be a priority market and central to Pernod Ricard’s operations globally. Being one of the fastest growing businesses for Pernod Ricard globally, the Group’s commitment to the “Make in India” initiative is reflected in its sales portfolio within India, which comprises over 97% of domestically produced brands. With six overseas manufacturing locations including Myanmar, Indonesia, Vietnam, China, Nigeria, and Cameroon, and a global footprint in 50+ countries, Seagram’s whiskies are being exported to 40 countries across the world.

With over 30 years of rich legacy and operations in India, the company operates through its distillery in Nashik (Maharashtra) apart from 24 bottling sites across the country. The company also has a state-of-the-art distillery and winery at Nashik (Maharashtra), a one-of-its-kind integrated risk management and zero pollution facility. The two units – Nashik and Rocky, have also become the first winery and the first Alco-Bev units, respectively, to receive the FSSC 22000 certification.

Responsible and Growing for Good

Pernod Ricard India is recognized as an industry leader with accolades including ‘Best Places to Work 2021’ by BW People, Stevie 2021 – Gold for Great Employers and The Economic Times ‘Best Places to Work for Women 2021’. The company has also been certified as 'The Great Place to Work 2021' by the Great Place to Work Institute. With a strong focus on Diversity & Inclusion, Pernod Ricard India has over 50% representation of women on the shop floor in their manufacturing sites in the South and East Zone.

Pernod Ricard India also believes in ‘Creating Shared Value’ for the business and local communities in a way that drives transformational growth and development for the country. Pernod Ricard India Foundation (PRIF), a Section 8 Company incorporated under the Companies Act, 2013 (“Act”), is a wholly-owned subsidiary of PRI, instituted to fulfil its commitment to Corporate Social Responsibility near its operations and beyond.

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