May 28, 2025 | New Delhi
Pernod Ricard India, one of the country’s top alcohol companies, has announced that it will reduce the prices of its imported liquors—especially premium Scotch whiskies—thanks to the new free trade agreement (FTA) between India and the UK.
The company says the FTA will help make premium whiskies like Chivas Regal and The Glenlivet more affordable, as import duties are set to be slashed. Currently, India charges a hefty 150% duty on imported UK spirits, but under the new deal, this will gradually drop to 75% and eventually to 40% over the next ten years.
Pernod Ricard says this is good news for consumers and the industry alike, as it improves access to high-end international brands.
However, the company clarified that the price cuts will mostly affect imported liquor, with little to no impact on Indian Made Foreign Liquor (IMFL) like Blenders Pride, Royal Stag, and Imperial Blue, which are already sold at lower prices.
Since each Indian state sets its own rules and taxes for alcohol, the actual price changes will vary across regions. Pernod Ricard says it’s waiting for the final details of the agreement before rolling out changes state by state.
Earlier, British spirits giant Diageo also welcomed the FTA, saying it expects to lower prices by a “high single-digit” percentage and grow its sales volumes in India.
Pernod Ricard’s global portfolio includes well-known brands such as 100 Pipers, Chivas Regal, Absolut, and Jacob’s Creek.
