Pernod Ricard to sell Imperial Blue in shift towards premium brands

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.