French spirits giant Pernod Ricard is considering selling its well-known Imperial Blue whisky brand in India as it looks to focus more on premium brands like Glenlivet, Jameson, and Chivas Regal, according to a Livemint report.
The company, which is the second-largest spirits producer in the world, has hired Goldman Sachs to handle the sale, which could bring in up to Rs 5,000 crore. The process began about three weeks ago. Imperial Blue, which sells 20 million cases annually in India, might attract interest from private equity firms and other players in the alcohol industry, though the sale is still in the early stages.
This move follows a similar strategy by Pernod Ricard’s competitor, Diageo, which sold off several lower-margin brands like Haywards and Honey Bee to focus on more profitable options.
Imperial Blue, which became part of Pernod Ricard in 2001 after the acquisition of Seagram’s global spirits and wine businesses, competes with other major whiskies in India, such as McDowell’s No1 and Officer’s Choice. Despite its large market presence, the brand’s lower profit margins make it less attractive to multinational companies that prefer higher-margin products. As a result, Pernod Ricard has been shifting its focus away from Imperial Blue, and the pool of potential buyers may be limited to a few domestic companies.
