Pernod Ricard India has reportedly unveiled a plan to triple its revenue over the next decade by emphasising premiumisation and innovation. The company’s latest strategy includes the introduction of two new whiskies: Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky.
The new products are intended to bolster Pernod Ricard’s position in the premium whisky market. Royal Stag and Blenders Pride have established brands in India, and the company aims to leverage their market presence to expand further.
According to the company, 97% of Pernod Ricard India’s portfolio is produced domestically, aligning with the ‘Make in India’ initiative. This approach reflects the company’s commitment to local production and catering to Indian consumer tastes.
Blenders Pride Four Elements combines Scotch malts and Indian grain spirits, representing the elements of Air, Water, Fire, and Earth. The packaging, designed by LOVE INTERNATIONAL (UK), uses colours to symbolise these elements.
Royal Stag Double Dark Peaty Whisky features a smoky blend of double-distilled Scotch malts aged in charred oak barrels, mixed with peated malt and grain spirits. The packaging, crafted by FCB India, aims to set the product apart in the market.
“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,” Kartik Mohindra, CMO and head of global business development, Pernod Ricard India, said.
The company has highlighted its commitment to the ‘Make in India’ initiative and its 30-year history of innovation. The recent launch of Longitude 77, India’s first single malt from Pernod Ricard India, is noted as a significant milestone in demonstrating India’s capability to produce high-end products.
Pernod Ricard India said that the new products are positioned to set new benchmarks in the industry. Blenders Pride Four Elements will be situated between Blenders Pride and Blenders Pride Reserve Collection, while Royal Stag Double Dark Peaty Whisky is expected to enhance the Royal Stag range. Both products are priced above their base variants to attract consumers seeking premium experiences.
The launches will occur in phases, beginning 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. Full pan-India availability is anticipated by December 2024.