In an effort to bolster its expansion in the Indian market, Pernod Ricard‘s India arm has introduced its first Indian single malt, Longitude77, targeting the premium segment.
Longitude77, a made-in-India whisky, has been meticulously crafted for enthusiasts of authentic contemporary Indian luxury. With the goal of redefining India’s global prominence, the company highlights that the product is currently available in Mumbai, Goa, Delhi Duty Free at IGI Airport, priced at INR 4,000.
The whisky is being produced locally by the company in small batches at a distillery located in Dindori, Nashik (Maharashtra), utilizing locally-sourced ingredients.
“The Indian single malt whiskey market is still nascent, but is very promising. We want to play in this segment at a premium-level, by bringing a qualitative product made in India for Indians,” said Jean Touboul, CEO of Pernod Ricard India.
Longitude77 draws inspiration from the meridian that traverses the entirety of India at 77° east, signifying India’s geographical location on the global map. Pernod Ricard envisions exporting this Indian whisky to international markets in the near future, with Dubai being a potential starting point.
Longitude77 draws inspiration from the meridian that traverses the entirety of India at 77° east, signifying India’s geographical position on the global map. Pernod Ricard has future plans to export this Indian whisky to international markets, with the possibility of initiating the venture in Dubai.
Over the recent period, numerous spirit companies have ventured significantly into the Indian single malt category. Key players, including Diageo India, Radico Khaitan, John Distilleries, and DeVANS, are experiencing notable growth in this category.
Addressing the competition in the market, Touboul said, “Multiple players actively investing to expand this category, makes for more of an opportunity than a challenge. The combined effort of the industry is beneficial to broaden the category, as it is still a small segment.”
In the case of Pernod Ricard India, the “vast majority” of sales volume is attributed to whisky, making it the company’s stronghold and the most pertinent category. The majority of sales predominantly occur within the local market. According to Touboul, over 90 percent of the volume and more than 80 percent of sales in terms of value are comprised of local products.
The company is also striving to stimulate growth in other spirit categories, including Vodka and Gin. Presently, it features offerings such as Absolut in the vodka category and various gins sourced from Japan and Germany.
Touboul said, “We are sizing all the possibilities at the same time because they are all relevant in the country where the expansion of the consumption pool, the expansion of the economy is giving us so many opportunities.”
Pernod Ricard India is actively delving into opportunities within the wine category, driven by positive growth and increasing interest, particularly among female consumers and a growing fascination with wine among Indian consumers. Additionally, the company is closely monitoring the global success of tequila, particularly in the US and Mexico, and is exploring its potential within Asian markets.