India’s Liquor Market Goes Premium: Pernod Ricard Leads the Charge
India’s liquor industry is undergoing a major transformation, with a rapid shift toward premiumisation. Rising disposable incomes, changing consumer preferences, and a growing appreciation for fine spirits are fueling this evolution. Pernod Ricard India MD Jean Touboul sums it up perfectly: “People are drinking less, but drinking better.”
The Premium Revolution
The days of low-cost, mass-produced spirits dominating the market are fading. While mass-market liquor still has its place, more consumers are reaching for high-quality, well-crafted drinks. Pernod Ricard, one of the biggest players in the industry, is leading the charge with its first Indian single malt, ‘Longitude 77.’ “Premiumisation isn’t new—it’s a journey we started three decades ago, and now, it’s accelerating at an unprecedented pace,” Touboul explains.
Pernod Ricard: A Dominant Force
With an impressive ₹26,773 crore in sales for FY24, Pernod Ricard has solidified its position as India’s top spirits maker. Its IMFL (Indian-Made Foreign Liquor) brands—Royal Stag, Blenders Pride, and Imperial Blue—contribute over 80% of the company’s revenue. In addition to these bestsellers, Pernod Ricard also brings globally renowned brands like Absolut, Chivas Regal, and Glenlivet to Indian consumers.
A Regulatory Balancing Act
India’s alcohol market is heavily regulated, with varying laws across different states. Despite these challenges, Touboul remains optimistic. “We don’t complain—we adapt. The ease of doing business is improving every year,” he says. As regulatory landscapes evolve, international players like Pernod Ricard continue to navigate the complexities while expanding their premium offerings.
The Rise of Indian Single Malts
The Indian whisky landscape has seen a surge in homegrown single malts gaining global recognition. Over the past five years, several domestic brands have won international awards, proving that Indian spirits are now competing on the world stage. Touboul acknowledges this shift, stating, “There are plenty of great products in the market today. The future of the industry lies in innovation and quality.”
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The Future: Luxury and Exclusivity
Pernod Ricard has made it clear—it has no plans to enter the mass-market segment. “We are a premium brand. Others do mass-market well; our focus is on elevating the drinking experience,” Touboul asserts. With a growing consumer base that values craftsmanship, aged spirits, and exclusive blends, India’s liquor industry is headed toward an era of luxury.
Premiumisation isn’t just a passing trend—it’s redefining India’s liquor industry. With strong market leadership, an expanding premium portfolio, and a commitment to quality, Pernod Ricard is setting new benchmarks in the world of fine spirits.
