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.


LOYA at Taj Mahal Palace Mumbai Celebrates Eid with a Festive Feast

LOYA at Taj Mahal Palace Mumbai Celebrates Eid with a Festive Feast

By Manu Vardhan Kannan

Published on March 17, 2026

LOYA at Taj Mahal Palace, Mumbai is welcoming the festive spirit of Eid with a specially curated dining experience that celebrates the rich and diverse culinary traditions of Northern India.

Known for its storytelling approach to food and its strong connection to traditional cooking, LOYA brings together heirloom recipes, regional ingredients, and time-honoured techniques in its festive menu. Inspired by kitchens from across the northern belt of India, the dishes are prepared using classic methods such as dhungar (smoking), baghar (tempering), sigdi grilling, and slow dum cooking. These techniques allow the flavours to develop slowly, bringing out the warmth and depth that define traditional recipes.

The festive spread features several signature dishes that highlight the richness of the cuisine. Among the highlights are Dum Nalli, slow-cooked baby lamb shanks simmered in a fragrant spiced stock; Kangra Khodiya Gosht, a hearty Pahadi-style mutton curry; and Gosht ke Lazeez Pasliyan, charcoal-smoked mutton ribs infused with aromatic spices.

The menu also offers dishes such as Masaledar Pork Ribs with a honey-chilli glaze, Sigdi Macchi, a charcoal-cooked salmon prepared with fragrant spices, and Lakhori Murg Tikka, grilled chicken marinated with Almora chillies.

Vegetarian diners can enjoy regional favourites including Sepu Wadi, a Himachali preparation of urad dumplings served in yoghurt-tomato gravy, and Kathal Baingan Bharta, a smoked eggplant and jackfruit dish that reflects the depth of Northern Indian flavours.

To complement the festive meal, LOYA has introduced a selection of zero-proof beverages crafted with fruits and aromatic spices. Guests can choose from refreshing options such as the Saffron Delight with orange, mango and saffron notes, Sunrise to Sunset made with pomegranate, mango purée and basil, and Tamarind Fennel Soda, a tangy-spiced cooler with cranberry and citrus.

The dining experience concludes with LOYA’s signature desserts. Guests can indulge in Doodh Jalebi served with saffron milk and pistachio, Badana Pearls paired with rabri and saffron foam, and Kulfi Pop in flavours such as rose petal, saffron-cardamom, royal paan, and classic malai kulfi.

With its carefully crafted menu and traditional flavours, LOYA at Taj Mahal Palace Mumbai offers a festive dining experience that captures the warmth and celebration of Eid.


Indian Culinary Forum and Youth Chefs Club of Ceylon Sign MoU to Strengthen India-Sri Lanka Culinary Ties

Indian Culinary Forum and Youth Chefs Club of Ceylon Sign MoU to Strengthen India-Sri Lanka Culinary Ties

By Hariharan U

Published on March 17, 2026

Two culinary communities from neighbouring countries have formalised a partnership that could open meaningful doors for the next generation of chefs. The Indian Culinary Forum signed a Memorandum of Understanding with the Youth Chefs Club of Ceylon, Sri Lanka, at Culinary Art India 2026, held alongside AAHAR, The International Food and Hospitality Fair 2026 at Bharat Mandapam, New Delhi.

The MoU was signed by Chef Vivek Saggar, General Secretary of the Indian Culinary Forum, and Chef Chamodh Peiris, Founder and Chairperson of the Youth Chefs Club of Ceylon, in the presence of chefs, culinary professionals, and participants from across the industry. It's a moment that reflects how culinary diplomacy can work quietly but effectively when the right people are in the same room.

Chef Davinder Kumar, President of the Indian Culinary Forum, spoke about what the partnership is intended to achieve. "This partnership reflects our commitment to strengthening international culinary relationships and creating meaningful opportunities for chefs and young culinary professionals. By working together with the Youth Chefs Club of Ceylon, we aim to encourage exchange of skills, culinary traditions and professional knowledge that will benefit the next generation of chefs."

Chef Vivek Saggar added context on why Culinary Art India was the right platform for this. "Culinary Art India has always served as an important platform that brings together chefs and culinary professionals from across the world. This MoU further strengthens that vision by opening new avenues for collaboration, knowledge sharing and professional growth for chefs from both countries."

For the Sri Lankan side, Chef Chamodh Peiris reflected on what the collaboration means for young culinary professionals. "This collaboration with the Indian Culinary Forum is an important step in strengthening culinary ties between Sri Lanka and India. We look forward to working together to promote knowledge exchange, cultural understanding and professional development for young chefs, while creating new opportunities for the next generation of culinary professionals."

In practical terms, the partnership aims to facilitate chef participation in culinary competitions, training programmes, workshops, and cultural exchanges between the two countries. For young chefs on either side, it creates a pathway to learn from diverse gastronomic traditions and build international professional networks at an early stage of their careers.

The Indian Culinary Forum, established in 1987 in New Delhi, is India's premier association of professional chefs and is affiliated with the World Association of Cooks Societies, which represents over nine million professional chefs across 110 countries. The organisation has long championed Indian culinary traditions globally while nurturing emerging talent through competitions, mentorship, and training.


Hard Rock International Ends Its Agreement With JSM Corporation - All India Cafes Affected

Hard Rock International Ends Its Agreement With JSM Corporation  - All India Cafes Affected

By Hariharan U

Published on March 17, 2026

In a significant development for India's casual dining landscape, Hard Rock International has formally terminated its agreements with JSM Corporation Pvt Ltd and related entities. The termination covers the rights to operate all Hard Rock Cafes and Rock Shops across India, affecting ten locations in some of the country's biggest cities.

The outlets impacted by this decision include Hard Rock Cafe Bengaluru, Bengaluru International Airport, Bengaluru Whitefield, Chandigarh, Chennai, Hyderabad, Hyderabad Hitech City, Kolkata, New Delhi, and Pune. These locations, which have been operated by JSM Corporation under a licensing arrangement with Hard Rock International, will no longer function under the Hard Rock brand following the termination.

One important clarification has been made alongside this announcement. The Hard Rock Hotel in Goa remains open and is entirely unconnected to this operator or the termination. Guests at that property are unaffected by this development.

Hard Rock International and JSM Corporation have not publicly detailed the reasons behind the termination, and no timeline has been shared regarding the future of the affected locations.

For diners across India who have been regulars at these outlets, the news marks the end of what has been a long-running presence of the Hard Rock Cafe brand in the country. JSM Corporation had operated Hard Rock Cafes in India for a significant period, building a loyal customer base across its multi-city portfolio.

This is a developing story and further details are expected as both parties address the transition.

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