Tag Archives: pernod ricard india

Tilaknagar Industries to Acquire Imperial Blue from Pernod Ricard India

Leave a reply
  • Tilaknagar Industries to become a PAN-India Player in Alcoholic Beverages
  • Acquisition is a strategic move to fast-track Tilaknagar Industries’ whisky foray
  • Pernod Ricard to accelerate focus on Premiumisation and Innovation

IMFL manufacturer Tilaknagar Industries Limited (TI) has entered into a definitive agreement to acquire Imperial Blue business division (IB) from Pernod Ricard India Private Limited via slump sale, for a lump sum consideration, basis enterprise value of €412.6 million (which translates to approx. ₹4,150 crores as on date). The consideration includes deferred payment of €28 million (₹282 crore as on date), to be paid four years after the date of closure of the transaction.

The proposed transaction includes acquisition of the IB, with 22.4 million 9-litre cases sold in the year ended March 2025 across India and other markets, including two owned units and services from co-manufacturing bottlers across India.

Imperial Blue is the third largest whisky brand in India by volume, with over 25 years of brand heritage. The underlying business had reported revenue of ₹3,067 crore for the year ended March 2025. TI is one of the leading IMFL players with leadership in brandy, the second largest IMFL category. Mansion House Brandy, TI’s flagship brand, is one of the largest selling brands in India and globally.

This landmark acquisition, largest in Indian alcoholic beverages space by an Indian company, fast-tracks TI’s foray into whisky segment, the largest IMFL category in India. It also significantly expands TI’s distribution reach, reinforcing its evolution into a truly pan-India player having strong scale across both brandy and whisky with a combined volume of 34 million 9-litre cases for the year ended March 2025.

Amit Dahanukar, Chairman and Managing Director, Tilaknagar Industries Limited said, “Having achieved leadership in the brandy segment, it is now time for us to broaden our portfolio and cater to India’s diverse and evolving consumer base. While we continue to grow our business organically, this strategic acquisition allows us to enter the whisky category with one of the country’s most trusted and admired brands.”

Imperial Blue will act as TI’s launchpad for a significant whisky premiumisation journey, enabling TI to build a strong whisky portfolio across premium price-points. “We’re excited to build on Imperial Blue’s strong foundation and take it to new heights”, Dahanukar added.

Tilaknagar Industries reported revenue of ₹1,405 crore and EBITDA of ₹226 crore for the year ended March 2025. The transaction is a result of the continuous assessment and evaluation of strategic opportunities, in line with a longstanding policy to deliver sustainable value for the shareholders, employees and partners of TI.

India, second-largest market for Pernod Ricard

Pernod Ricard said that the sale strengthens Pernod Ricard India’s portfolio, enabling the business to fully tap into premiumisation trends and support sustained, profitable growth. As Pernod Ricard’s second-largest market, India is a strategic priority, and this realignment improves the ability to capitalise on the country’s strong macroeconomic fundamentals and long-term potential. Upon closing, the transaction is expected to be immediately and meaningfully accretive to Pernod Ricard India’s operating margin and net sales growth rate.

Pernod Ricard’s active portfolio management is a key contributor to its dynamic growth across categories and geographies. The transaction is the result of the Group’s continuous assessment of its strategic opportunities, in line with its long-standing commitment to deliver sustainable value to its shareholders, employees, clients and partners. 

Alexandre Ricard, Chairman and CEO of Pernod Ricard, stated, “We are pleased to announce the sale of the Imperial Blue business division, a strategic move to sharpen our focus on more profitable and faster growing brands in India, like in the rest of the world. This transaction represents a win-win for all stakeholders involved, both at the global and local level. It fuels our ambition to succeed even further in one of our top markets. This will further streamline our operations as we continue to invest in India’s outstanding growth.”

Jean Touboul, CEO of Pernod Ricard India added, “By exiting the Admix Value segment, this disposal will allow Pernod Ricard India to unlock further profitable growth and sharpen its focus on premiumisation and innovation. It will also enable the company to allocate resources more effectively toward high-growth brands such as Royal Stag, which has already surpassed the 30-million cases milestone, Blenders Pride, and international brands like Chivas, Jameson, Absolut, and Ballantine’s. 

Driving the next phase of growth, we are entering an exciting new chapter, one that will see bold innovations and an expanded premium portfolio tailored specifically for the evolving Indian consumer.”

The proposed transaction is subject to approval from the Competition Commission of India, with closure anticipated in about six months from signing the definitive agreement. TI will raise a mix of debt and equity to finance the transaction.

Deutsche Bank and Avendus Capital acted as financial advisors, with Avendus Capital also serving as the exclusive financing arranger to TI. Crawford Bayley & Co. and W.S. Kane & Co. acted as legal counsels while Deloitte served as the diligence advisor to TI.

Longitude 77 launched in Punjab

Leave a reply

Pernod Ricard India has launched Longitude 77 in Punjab offering seekers of authentic, contemporary Indian luxury a memorable experience which was marked by a launch event at the 10th anniversary of EYP Creations. The launch was held at the 10-year celebration of EYP Creations, which specializes in handling Punjabi music artist. 

EYP Creations manages Punjabi artist like Parmish Verma, Jassie Gill, B Praak, Babbal Rai, and others out of which the event witnessed the presence of B Praak, Gurnazar, and Jassie Gill.

With the availability of Longitude 77 in Maharashtra, Goa, Haryana, Chandigarh, Rajasthan, Uttar Pradesh, Dubai, and at Delhi Duty Free, the brand is further making its way in the Indian markets with the launch in Punjab. It is aimed at providing a premium convivial experience while establishing a new benchmark for Indian whisky drinkers in Punjab.

The culinary experience featured Punjab’s bold flavours, reimagined in contemporary, experimental dishes. The event culminated in an exclusive Longitude 77 tasting experience, featuring serves along the Longitude such as Punjab Old Fashion that highlighted the finest local ingredients, recognized with GI tags for their exceptional uniqueness.

Watch our review of Longitude 77 here.

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “We are proud to bring Longitude 77 to Punjab, a region known for its deep appreciation of authenticity and grandeur. This launch marks an exciting chapter as we continue to share this unique spirit of India with connoisseurs across the country.”Nikhil Dwivedi, Founder & Director, EYP Creations said, “As we celebrate a decade of EYP Creations, it’s truly exciting to mark this milestone by partnering with such a prestigious brand like Longitude 77 for their launch in Punjab. The brand reflects the same values we stand for.”

Pernod Ricard India Launches Longitude 77, a New Indian Single Malt

Leave a reply

Pernod Ricard India has entered the Indian Single Malt category with the introduction of Longitude 77, marking three decades of the company’s presence in India. The move reflects the increasing popularity of premium Indian spirits, with Longitude 77 aiming to pay homage to India’s rich heritage, craftsmanship, culture, landscape, and terroir.

Named after the line of longitude that runs through the length of India at 77° East, the brand seeks to symbolize India’s position on the world map. The launch event was recently held at DLF Golf & Country Club in Gurugram, showcased what was termed a ‘Reimagined India’, which was led by Arjun Rampal. The evening also featured contemporary Indian luxury elements, including a presentation of Indian soundscapes by musician Karsh Kale, a fashion showcase by designer Ashish Soni, and a culinary exploration by Chef Vicky Ratnani.

Produced in small batches in a distillery in Dindori, Nashik, Longitude 77 brings together locally sourced ingredients with a double-matured single malt is aged in American Bourbon barrels and wine casks, presenting a mahogany colour and a flavour profile described as smooth, full-bodied, and balanced, with hints of caramel, vanilla, and faint peat smoke.

The packaging of Longitude 77 features an indigo-coloured matte finish box and bottle, paying homage to the colour that India gave to the world. Both the box and the bottle depict the map of India with the Longitude 77° passing through, symbolizing the essence of the country.

Longitude 77 Bottle and Packaging

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “As we celebrate 30 incredible years in India, our commitment to delivering quality brands and experiences gets enhanced with the launch of Longitude 77. Inspired by the line that runs through the heart and soul of India, Longitude 77 is a symbol of authentic contemporary Indian luxury. Our Master Distiller has carefully crafted an exquisite liquid to celebrate and showcase India’s rich culture, heritage, terroir and craftsmanship. We believe that Longitude 77 will give the world a taste of “India Reimagined”. We are confident that this exceptional addition to our portfolio will be embraced by whisky enthusiasts across the world and elevate their convivial experience.”

Longitude 77 Master Distiller, R Natrajan shared, “It is an exciting time for Indian single malts as whisky enthusiasts discover the beauty of home-grown spirits. Longitude 77 is an Indian single malt that’s proud of its provenance, crafted with utmost care and attention. Produced in small batches, it seeks to represent the best of India’s rich terroir and local ingredients. The liquid has been double matured and brought to perfection in American Bourbon barrels and wine casks. The result is an exquisite, full bodied single malt with notes of caramel, vanilla, and subtle peat smoke. Longitude 77 is more than just a single malt; it is our homage to the enchanting spirit of India.” 

The launch event also had a sipping experience of the whisky, featuring serves celebrating unique Indian ingredients with Geographical Indication (GI) tags. Currently the malt is available in selected regions, including Goa, Maharashtra, Chandigarh, Rajasthan, Haryana, Uttar Pradesh, and Delhi Duty Free, the brand aims to expand its presence in other markets, targeting a premium convivial experience for Indian whisky drinkers.