Pernod Ricard India Amplifies Premiumization Strategy with Launch of Two New Whiskies

Pernod Ricard India Amplifies Premiumization Strategy with Launch of Two New Whiskies

By Nishang Narayan

Published on August 21, 2024

Pernod Ricard India, a key player in the Indian spirits and wine industry, has unveiled its ambitious plan to triple revenue over the next decade by prioritizing premiumization and innovation. As part of this strategic move, the company has launched two new premium whiskies—Royal Stag Double Dark Peaty Whisky and Blenders Pride Four Elements Premium Whisky. These additions follow the successful introduction of Longitude 77, the first Indian Single Malt by Pernod Ricard.

These launches underscore Pernod Ricard India's commitment to strengthening its position in the rapidly growing premium whisky segment, which has seen evolving consumer preferences in recent years. The company aims to leverage its strong market presence, with Royal Stag and Blenders Pride already holding leadership positions in their respective categories.

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India is a crucial market for the Pernod Ricard Group globally. With 97% of its portfolio produced domestically, Pernod Ricard India's strategy aligns with the government's Make in India initiative. The introduction of these two new whiskies reflects the company's commitment to "innovating in India" by offering distinctive flavors and taste profiles once exclusive to imported whiskies. As India solidifies its status as one of the largest whisky-consuming markets globally, Pernod Ricard India is poised to redefine the whisky experience for aspirational and experimental Indian consumers.

Blenders Pride Four Elements stands out with its innovative blend of four distinct styles of Scotch malts and Indian grain spirits, each representing one of the four elemental forces: Air, Water, Fire, and Earth. This results in a vibrant and intricate flavor profile, further enhanced by its packaging, designed by LOVE INTERNATIONAL (UK), which uses different colors to symbolize the Four Elements.

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Meanwhile, Royal Stag Double Dark Peaty Whisky introduces a smoky blend profile, a first in its segment. It features double-distilled Scotch malts matured in dark charred American and European oak barrels, blended with select peated malt and grain neutral spirits. Its contemporary packaging, crafted by FCB India, further differentiates it in the market.

Sustainability is also at the forefront of these new products. Both feature limited use of mono-cartons during the launch phase, aligning with Pernod Ricard's sustainability commitments under the "Good Times From a Good Place" roadmap.

Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India, highlighted the significance of these launches, stating, "As one of Pernod Ricard group's top three markets, India offers significant opportunities for growth and innovation. Our newest releases, Blenders Pride Four Elements and Royal Stag Double Dark, cater to the changing whisky preferences of discerning Indian consumers. Post the successful launch of our Indian Single Malt Longitude 77, these unique line extensions demonstrate our commitment to innovation and premiumization, something we are truly thrilled about at Pernod Ricard India."

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The company, deeply committed to the "Make in India" initiative, has a 30-year legacy of industry innovation and disruption. The launch of Longitude 77 marked a significant milestone in this commitment, showcasing India's capability in offering ultra-premium, authentic luxury products to the world. With a pioneering spirit, Pernod Ricard India introduced the concept of premiumization to the Indian market, setting industry benchmarks and shifting focus from volume to value-driven strategies.

These strategic launches not only reinforce Pernod Ricard India's commitment to the Indian market but also set the stage for potential global expansion. With Royal Stag available in 44 countries and Blenders Pride in 15, these brands are a testament to the global appeal of Indian spirits.

The products will be rolled out in phases, starting with Royal Stag Double Dark in Maharashtra, Assam, Haryana, and Uttar Pradesh, followed by Blenders Pride Four Elements in UP, Haryana, Odisha, Telangana, and Goa. A pan-India rollout is expected by December 2024.

Blenders Pride Four Elements is positioned between Blenders Pride and Blenders Pride Reserve Collection, while Royal Stag Double Dark enhances the Royal Stag family's presence in the evolving whisky landscape. These products, priced at a premium to their base variants, aim to attract new blend profile seekers and experimental consumers, establishing new benchmarks in the market.

About Pernod Ricard India

Pernod Ricard India Private Limited (PRI) is a fully owned subsidiary of Pernod Ricard South Asia and is a fast-growing multinational alcohol-beverage company delivering quality products across the country. With a dynamic and premium portfolio led by Seagram's whiskies and a strong commitment to the "Make in India" initiative, Pernod Ricard India continues to set industry standards in innovation and excellence.


DeVANS GianChand Manshaa Wins Big at ISW Germany, Crowned "International Whisky of the Year 2025"

DeVANS GianChand Manshaa Wins Big at ISW Germany, Crowned "International Whisky of the Year 2025"

By Manu Vardhan Kannan

Published on August 1, 2025

In a landmark win for Indian spirits, DeVANS GianChand Manshaa has been crowned "International Whisky of the Year 2025" at the renowned Meininger’s International Spirits Award (ISW) held in Germany. The peated single malt not only secured the prestigious Grand Gold but also emerged as the top international whisky, outshining legendary competitors from whisky powerhouses like Scotland, Ireland, and the USA.

Out of 450 global spirit entries, only 11 earned the coveted Grand Gold, DeVANS GianChand Manshaa being the only Indian whisky to achieve this. This dual honour reflects the growing sophistication and recognition of Indian whiskies on a global platform.

The latest expression from DeVANS, GianChand Manshaa is the brand’s first peated single malt, crafted in the Himalayan region. The whisky impressed the international jury with its "long medicinal peat smoke, perfectly framed by citrus and spicy flavours." Esteemed whisky critic and author of the Whisky Bible, Jim Murray, praised it for its “charming smokiness, with peat in sparkling form.”

Crafted using pure Himalayan waters and shaped by the region’s distinct microclimate, GianChand Manshaa stands as a symbol of India’s potential in the premium single malt category. The win adds to the growing list of accolades for DeVANS, following their recent victories at the International Whisky Competition (IWC) in Las Vegas, where GianChand Adambaraa was named Best Indian Single Malt Whisky 2025 and Best Indian Whisky of the Year 2025.

“This prestigious Grand Gold and INTERNATIONAL WHISKY OF THE YEAR award at ISW Meininger, Germany 2025 is a great recognition of our passion, craft and commitment to quality,” said Prem Dewan, Chairman and Managing Director of DeVANS. “It’s not only a victory for DeVANS, but also a recognition of India’s growing role in the global whisky space.”

Speaking on the brand's journey, Dewan added, “GianChand Manshaa and GianChand Adambaraa represent two facets of our legacy, one bold and peated, the latter refined and elegant. Their success is a tribute to our team’s hard work and a reaffirmation of India’s place in the world of single malts.”

Currently available in Delhi and Hyderabad duty-free, both GianChand expressions will soon hit retail shelves in Haryana and Goa. These achievements underline DeVANS’ commitment to excellence and its vision to elevate Indian whisky to global acclaim.

For whisky lovers and industry insiders alike, this moment is not just a triumph, it’s a proud celebration of the craftsmanship and innovation coming out of India’s distilleries today.


Organic Bistro Redefines Clean Comfort Dining in Delhi’s Khan Market

Organic Bistro Redefines Clean Comfort Dining in Delhi’s Khan Market

By Hariharan U

Published on August 1, 2025

Organic Bistro has opened its doors in the heart of Khan Market, New Delhi, offering a refreshing take on clean, ingredient led dining. With seating for 40 and interiors awash in soft pastels and natural light, the space reflects the bistro's philosophy: serving thoughtful, flavour forward meals without giing in to dietary fads or trends.

Founded by Saru Khemka and Arjun Gupta, Organic Bistro isn’t chasing trends or packaging wellness in cliché. It’s a space designed for people who want to eat clean — without being preached to. The focus? Good food, clear intent, and zero compromise on flavour or warmth.

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Chef Nishant Choubey, along with in-house chef Gourav Singh Mahori, has created a menu that’s bold yet grounded. Highlights include Purple Potato Dahi Vada, Peri Peri Chickpea Hummus, Jackfruit Haleem, Urfa Chicken Kebabs, and Achari Rajma Khichri with Torched Portobello, every dish carrying a purpose but none trying too hard.

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“We’re not trying to fit into binaries — indulgent vs. healthy. Organic Bistro sits in the thoughtful middle”, shares Saru Khemka. “People can keep coming back — solo or social — and the food will always feel real and comfortin”.

The beverage menu is no less intentional, with cold-pressed juices, smoothies, and preservative-free teas and coffees, extending the brand’s commitment to clean comfort.

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Chef Nishant echoes this clarity: “Guests today want flavour and freshness without feeling excluded. They care, but they’re not buying gimmicks. We’ve kept the menu open, balanced, and intuitive — whether you're in the mood for a salad or something soul-soothing”.

With plans to expand seating upstairs and a Chandigarh flagship next, Organic Bistro’s journey seems to be just warming up  serving taste with thought and comfort without clutter.

Location: 38, Khan Market, Rabindra Nagar, New Delhi, Delhi 110003

Timings: 11AM - 11PM 


Celebrate Friendship Day with Flavours of Asia at Sampan, Novotel Juhu

Celebrate Friendship Day with Flavours of Asia at Sampan, Novotel Juhu

By Manu Vardhan Kannan

Published on August 1, 2025

This Friendship Day, from comforting classics to contemporary innovations, Novotel Mumbai Juhu Beach invites you to indulge in an immersive dining experience perfect for reconnecting with friends over great food and a stunning sea view.

Sampan, the iconic Indo-Chinese fine dining restaurant at the hotel, now offers an elevated Pan-Asian experience with its bold and indulgent new menu. Paying tribute to East Asia’s rich culinary heritage, the refreshed menu excites the senses while preserving the nostalgic charm that has made Sampan a long-time favourite. With this modern twist, Sampan sets the stage for a memorable Friendship Day celebration.

From the fiery zest of Korean dishes and the soul-soothing warmth of Thai curries to the refined subtlety of Japanese cuisine and the bold spices of Sichuan flavours, Sampan 2.0 offers a journey through Asia on a plate. Signature dishes include Lemon & Coriander Soup, Wonton Soup, Prawns Egg Drop Soup, Yasai Tempura, Dragon Roll, Spicy Veg Miso Ramen, Spicy Scallop & Mushroom, Furikake Seasoning Corn Ribs, Crispy Duck Pancakes, Stir-fry Okra, Edamame, and Roast Lamb in a choice of sauces, each packed with authentic flavours.

The ambiance perfectly blends tradition and modernity, with live cooking stations and interactive counters that bring Asian street-style indulgence to life. Guests can enjoy watching the sizzle of teppanyaki, the finesse of hand-rolled sushi, and the warmth of umami-rich broths, all made fresh and served with flair. While mains are served at the table, the dynamic live counters add a multisensory dimension to the dining experience.

Whether you're craving comforting favourites or eager to explore bold new flavours, Sampan 2.0 offers a soulful dining experience that makes Friendship Day truly special. Surrounded by laughter, flavours, and friends, there's no better way to celebrate the bonds that matter most.

Details:
Location:
Sampan, Novotel Mumbai Juhu Beach, Balraj Sahni Rd, Juhu, Mumbai, Maharashtra 400049

Time:

• Lunch: 12:30 PM – 3:00 PM

• Dinner: 7:00 PM – 11:00 PM

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