Pernod Ricard unveils Royal Stag Double Dark and Blenders Pride Four Elements for Indian whisky market

Pernod Ricard India, a major player in the Indian spirits and wine market, has announced a bold plan to triple its revenue over the next decade, focusing on premiumization and innovation. The company recently introduced two new premium whiskies—Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky—as part of this strategic push, following the successful launch of Longitude 77, the first Indian Single Malt by Pernod Ricard.

Strategic Expansion in the Premium Whisky Market

Pernod Ricard India’s latest whisky launches mark a significant step in its strategy to strengthen its position in the premium segment of the whisky market. Both Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky are designed to cater to the evolving tastes of Indian consumers who are increasingly seeking premium and distinctive whisky experiences. These new variants are positioned to capture a larger share of the growing premium market, driven by a shift in consumer preferences towards higher quality and more innovative products.

Blenders Pride Four Elements stands out with its unique blend of four different styles of Scotch malts and Indian grain spirits, each representing one of the four elemental forces: Air, Water, Fire, and Earth. This innovative approach creates a complex flavor profile, complemented by packaging designed by LOVE INTERNATIONAL (UK) that uses distinct colors to symbolize each element.

In contrast, Royal Stag Double Dark Peaty Whisky offers a smoky blend profile that is a first in its category. It features double-distilled Scotch malts aged in dark charred American and European oak barrels, combined with select peated malt and grain neutral spirits. The packaging, designed by FCB India, emphasizes its contemporary and vibrant character.

Commitment to Innovation and Sustainability

These new launches align with Pernod Ricard India’s commitment to innovation and sustainability. Both products feature eco-friendly packaging, with limited use of mono-cartons during the initial launch phase, reflecting the company’s broader sustainability roadmap, “Good Times From a Good Place.”

Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India, highlighted the significance of these launches: “India, as one of Pernod Ricard group’s top three markets, presents substantial growth opportunities. Our newest releases, Blenders Pride Four Elements and Royal Stag Double Dark, cater to the evolving whisky preferences of discerning Indian consumers. These products are a continuation of our commitment to innovation and premiumization.”

Expanding Market Presence

Pernod Ricard India’s strategic launches are not only aimed at the Indian market but also set the stage for potential global expansion. Royal Stag and Blenders Pride, already available in 44 and 15 countries respectively, highlight the international appeal of Indian spirits. The products will be rolled out in phases across various states in India, with a full pan-India rollout expected by December 2024.

Blenders Pride Four Elements will initially be available in Uttar Pradesh, Haryana, Odisha, Telangana, and Goa, while Royal Stag Double Dark will be launched in Maharashtra, Assam, Haryana, and Uttar Pradesh. The new products are expected to establish new price points and expand their respective categories with unique profiles and experiences.

About Pernod Ricard India

Pernod Ricard India Private Limited (PRI), a wholly owned subsidiary of Pernod Ricard South Asia, is a leading multinational alcohol-beverage company with a dynamic and premium portfolio. Its brand portfolio includes Seagram’s whiskies such as Longitude 77, Royal Stag, Blenders Pride, and Imperial Blue, as well as international brands like Chivas Regal, Ballantine’s, and The Glenlivet, among others. Pernod Ricard India continues to champion the ‘Make in India’ initiative, demonstrating a global outlook with a strong commitment to local innovation.