Pernod Ricard India has introduced two new whisky brands and is expanding its focus on premium products.
Pernod Ricard India has announced a bold plan to triple its revenue over the next decade by focusing on premium products and innovation. As part of this strategy, the company has launched two new whiskies: Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky. These new offerings follow the debut of Longitude 77, India’s first single malt from Pernod Ricard.
The introduction of these whiskies is aimed at bolstering Pernod Ricard’s position in the rapidly growing premium whisky market. With Royal Stag and Blenders Pride already leading in their segments, the new releases are expected to attract discerning consumers looking for high-quality options.
India is a crucial market for Pernod Ricard, with 97% of its products made locally. This aligns with the Indian government’s Make in India initiative. The new whiskies reflect the company’s commitment to innovation in India, providing unique flavors previously associated with imported whiskies. As India becomes a major whisky consumer, Pernod Ricard aims to reshape the whisky experience for ambitious and adventurous drinkers.
Blenders Pride Four Elements blends four types of Scotch malts with Indian grain spirits, each representing one of the four elements: Air, Water, Fire, and Earth. Its packaging, designed by Love International (UK), uses colors to symbolize these elements. Royal Stag Double Dark Peaty Whisky features a smoky blend of double-distilled Scotch malts aged in charred barrels, combined with peated malt and grain spirits. Its packaging, created by FCB India, highlights its unique character.
Both whiskies also emphasize sustainability. The launch will minimize the use of mono-cartons and focus on eco-friendly packaging, reflecting Pernod Ricard’s commitment to sustainability through its “Good Times From a Good Place” initiative.
Kartik Mohindra, Pernod Ricard India’s Chief Marketing Officer, highlighted the significance of these launches in catering to the evolving preferences of Indian whisky drinkers. He also emphasized the company’s dedication to innovation and premium products, following the successful launch of Longitude 77.
The company plans to roll out these whiskies in phases, starting with Royal Stag Double Dark in Maharashtra, Assam, Haryana, and Uttar Pradesh, and Blenders Pride Four Elements in Uttar Pradesh, Haryana, Odisha, Telangana, and Goa. Both products are expected to be available nationwide by December 2024.
Blenders Pride Four Elements will be positioned between Blenders Pride and Blenders Pride Reserve Collection, while Royal Stag Double Dark will strengthen the Royal Stag range. Both new products are set at premium price points to target consumers seeking unique blends and new experiences.
