The new variants will be aimed at the premium whiskey market. Blenders Pride Four Elements stands out for its blend of four distinct styles of Scotch malts and Indian grain spirits, each representing an element of air, water, fire and earth. This creates a vibrant and intricate flavour profile, enhanced by packaging designed by Love International (UK), which uses different colours to symbolise the four elements.
Kartik Mohindra, Marketing Director and Head of Global Business Development, Pernod Ricard India, said: “As one of the three core markets for the Pernod Ricard Group, India offers significant opportunities for growth and innovation. Our latest launches, Blenders Pride Four Elements and Royal Stag Double Dark, cater to the evolving whisky preferences of discerning Indian consumers.”
“Following the successful launch of our Indian Single Malt Longitude 77, designed exclusively for connoisseurs of authentic contemporary Indian luxury, these two unique line extensions demonstrate our commitment to innovation and premiumisation, something we are truly excited about at Pernod Ricard India,” he added.
“Both products are backed by extensive consumer research and Pernod Ricard India’s investment in R&D, allowing us to remain agile in a rapidly evolving market landscape,” Mohindra explained.
On the other hand, Royal Stag Double Dark Peaty whisky features a distinctively smoky blending profile, a first of its kind in its segment. It uses double-distilled Scottish malts matured in dark, charred American and European oak casks, blended with select smoked malt and neutral grain spirits, delivering a differentiated experience in the category. Its vibrant and contemporary packaging, crafted by FCB India, further differentiates it in the market.
Depending on the state, a 750 ml bottle of Blenders Pride Four Elements sells between Rs 850 and Rs 1,000, while a bottle of Royal Stag Double Dark Peaty Whisky will cost between Rs 650 and Rs 800.
Sustainability is also a key aspect for these new products. Both products feature limited use of monocarton packaging during the launch phase, in line with Pernod Ricard’s sustainability commitments. There is a concerted focus on eco-friendly packaging as part of the company’s broader sustainability roadmap, “Good Times From a Good Place.”
The company is deeply committed to the ‘Make in India’ initiative and has a strong 30-year legacy of innovation and disruption in the industry. The launch of Longitude 77, the first Indian single malt whisky from the house of Pernod Ricard India, last year marked an important milestone in this ongoing commitment.
The brand showcases India’s competence in delivering authentic, premium luxury products and experiences to the world. With a pioneering spirit, Pernod Ricard India introduced the concept of premiumisation to the Indian market, shifting the focus from volume-based to value-based business strategy and setting pioneering benchmarks in the industry.
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