Pernod Ricard India has unveiled its plan to triple its revenue over the next decade by prioritising premiumisation and innovation in the Indian market. The company unveiled two whiskies - Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky, as part of this strategic initiative following the 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 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 per cent of its portfolio produced domestically, Pernod Ricard India’s strategy aligns with the government's vision of the 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 flavours 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 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 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 flavour profile, enhanced by packaging designed by Love International (UK), which uses different colours to symbolise 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 utilises 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, 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 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 company is 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 premiumisation 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 set 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 the 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.
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