

Pernod Ricard exits Imperial Blue to bet big on premium spirits
Subscribe to enjoy similar stories. NEW DELHI: French spirits major Pernod Ricard India is sharpening its focus on premium alcohol, exiting the mass-market whisky segment even as it launches a new India-made brand aimed at consumers trading up. The company this week completed the sale of its Imperial Blue whisky, among India’s largest-selling mass brands, to Tilaknagar Industries.
The move, chief executive Jean Touboul said, frees resources for higher-margin categories and accelerates Pernod Ricard’s decade-long shift toward premiumization. “The disposal (of Imperial Blue) and launch of Xclamation form part of the same strategy—which is about premiumization; we want to drive consumers up the ladder of pricing," Touboul said in an interview with Mint on Tuesday, as the company announced the debut of its India-made spirits brand Xclamation. Imperial Blue sold nearly 20 million cases annually and contributed about 20% of India net sales, but delivered lower profitability at its roughly ₹400 price point.
It was sold for a lump-sum consideration of ₹3,442 crore. By comparison, Royal Stag, the company’s largest brand, sells 32 million cases a year, while Blenders Pride does 10 million; a regular case contains 12 bottles of 750 ml. With the exit, Pernod Ricard removes the lower rung of its portfolio and clears the way for growth in the mid-premium tier, especially brands priced around ₹700 to ₹1,100 per 750 ml where the company has been seeing faster consumer trade-up.
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