Pernod Ricard to sell Imperial Blue in shift towards premium brands

French Spirits Giant, Pernod Ricard, plans to divest from its popular Imperial Blue whisky brand in India, focusing on upscale labels like Glenlivet and Chivas Regal.

By  Storyboard18Sep 4, 2024 4:52 PM
Pernod Ricard to sell Imperial Blue in shift towards premium brands
Originally, Imperial Blue was owned by The Seagram Co. Ltd, a liquor manufacturer based in Canada.

Pernod Ricard, the world's second-largest wine and spirits seller, is set to sell its Imperial Blue whisky brand as part of a strategic shift to emphasize its premium portfolio. The portfolio includes high-end brands such as Glenlivet, Jameson, and Chivas Regal.

The company has enlisted Goldman Sachs to facilitate the sale of the brand, which enjoys substantial popularity in India with sales reaching 20 million cases annually.

This decision aligns with Pernod Ricard's long-term strategy to enhance its presence in the premium sector, a move similar to that of its main competitor, Diageo. Diageo previously streamlined its portfolio by offloading several low-margin brands, including Haywards, Honey Bee, and Romanov, to better focus on more lucrative premium offerings.

Sources close to the matter revealed that the sale was initiated three weeks ago. Pernod Ricard could potentially garner up to Rs. 5,000 crore from this divestiture, marking a significant reallocation of resources towards more premium, high-margin brands.

First Published on Sep 4, 2024 4:52 PM

More from Storyboard18

Advertising

FMCG giants defy consumption slowdown, increase ad spend in Q3 FY25; HUL, Dabur buck trend

FMCG giants defy consumption slowdown, increase ad spend in Q3 FY25; HUL, Dabur buck trend

Advertising

AAAI Waves 2025 contest calls on creatives to promote khadi with innovative campaigns

AAAI Waves 2025 contest calls on creatives to promote khadi with innovative campaigns

Advertising

MAST & MEH: Crocs, Youva Stellar, Cadbury Silk, Fastrack, and more

MAST & MEH: Crocs, Youva Stellar, Cadbury Silk, Fastrack, and more

Brand Marketing

SMFG India Credit unveils new brand film; highlights financial empowerment for SMEs

SMFG India Credit unveils new brand film; highlights financial empowerment for SMEs

How it Works

Zomato rebrands as ‘Eternal’ to embark on new corporate journey: Experts decode the move

Zomato rebrands as ‘Eternal’ to embark on new corporate journey: Experts decode the move

Brand Marketing

Zomato renamed 'Eternal': Memes explode as netizens react to brand's new identity

Zomato renamed 'Eternal': Memes explode as netizens react to brand's new identity

How it Works

Patanjali misleading ads case: Baba Ramdev, Acharya Balkrishna move Kerala Court to recall non-bailable warrant

Patanjali misleading ads case: Baba Ramdev, Acharya Balkrishna move Kerala Court to recall non-bailable warrant

Advertising

Titan's ad spend rises 9.8% to Rs 371 crore in Q3; jewellery sales shine

Titan's ad spend rises 9.8% to Rs 371 crore in Q3; jewellery sales shine