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Pernod Ricard sips Indian single malts with Longitude 77. Can it overtake Indri, Amrut?

Pernod Ricard sips Indian single malts with Longitude 77. Can it overtake Indri, Amrut?

Jean Touboul, CEO, Pernod Ricard, India; credit: Pernod Ricard India

Synopsis

Pernod Ricard has completed three decades here and knows Indians’ love for whiskey is not limited by price. However, the market has evolved. Indian manufacturers like Amrut Distilleries, John Distilleries and Piccadily have successfully taken over the country's single-malt consumption. And Indian brands are winning accolades globally. Will Pernod Ricard’s strategy work?

By
9 mins read, Last Updated:
When international alcobev manufacturers start trying their hand at making an ‘Indian’ single malt, you know the category has truly arrived. While still not a competition to their Scottish counterparts, the back-to-back award wins by Indian brands have made them popular amongst whiskey connoisseurs. Pernod Ricard, the French alcobev maker and the second-largest spirits manufacturer in India, completed 30 years in the country in December 2023.

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