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Pernod Ricard releases Indian whiskies in bid to treble domestic revenues
Pernod Ricard is doubling down on its premiumisation strategy and plans to treble its revenues in India within the next 10 years. Ron Emler reports.
The driving force of this strategy is its whisky brands, which are being been backed by the release of two new “premium whiskies”: Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky.
More than 90% of the French group’s revenues in India – its second largest market after the US – come from products produced in the subcontinent.
The market leader remains Diageo’s Indian subsidiary, United Spirits, but Pernod Ricard is looking to compete.
Both of the French spirits giant’s new launches are brands produced domestically across the company’s distilleries in India.
“Both brands — Royal Stag and Blenders Pride — are market leaders in their respective categories. Keeping pace with the evolving consumer landscape and the changes in their palates, we have innovated with two line extensions under these umbrella brands,” Kartik Mohindra, chief marketing officer and head of global business development at Pernod Ricard India, told businessline.
“Royal Stag Double Dark Peaty Whisky is a blend of Scotch malts and Indian grain spirits. The difference is these Scotch malts have a distinctively peaty flavour; this is a category first at its price point,” he said.
Blenders Pride Four Elements contains four distinct scotch malts and Indian grain spirits, each representing one of the four elements.
“We have the widest portfolio of powerhouse brands compared to other players, right from the semi-premium segments, where Imperial Blue or Royal Stag would be market leaders in their own right, up to the most expensive Indian whiskey, Blenders Pride,” Mohindra said.
“Because of the width and depth of our portfolio, we can capture consumers at every price point and help them premiumise,” adding a lot of the company’s innovations. Mohindra said. “The two launches are designed to help consumers premiumise by offering them a ladder with a significantly uplifted product delivery.”
The new lines are expected to be fully available throughout India by the end of the year.
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