Pernod Ricard India growth strategy is firmly centred on premiumisation and innovation as the company targets double-digit growth in one of its most important global markets. Pernod Ricard India (PRI), the country’s leading alcoBev player with FY25 revenue of ₹27,446 crore, believes India’s strong macroeconomic fundamentals offer a structural growth tailwind.
Speaking in Bengaluru, Jean Touboul, Managing Director of Pernod Ricard India, said the company expects continued momentum driven by rising disposable incomes, favourable demographics, and a growing base of legal drinking-age consumers.
Structural Tailwinds Support Long-Term Growth
According to Touboul, Pernod Ricard India growth strategy benefits from India adding nearly 20 million new legal consumers every year. Over the past five years, the company has grown at a CAGR of around 8%, and it now sees the potential to move into low double-digit growth, depending on broader economic conditions.
While growth remains linked to India’s GDP performance, Touboul said the focus will stay on categories that deliver higher value rather than chasing volume-led expansion.
Premiumisation at the Core of Pernod Ricard India Growth Strategy
A central pillar of the Pernod Ricard India growth strategy is premiumisation. The company continues to strengthen its portfolio of higher-end spirits, including single malt and blended Scotch whisky brands such as Chivas Regal, Ballantine’s, Royal Salute, and The Glenlivet.
Touboul noted that exposure to faster-growing premium categories allows Pernod Ricard India to sustain growth even as consumer preferences evolve.
Policy Environment and Trade Opportunities
Commenting on the recently signed UK–India Free Trade Agreement, Touboul said the agreement is “very favourable” for both global and Indian players. The deal is expected to positively impact brands importing bulk Scotch for Indian-made foreign liquor (IMFL), aligning well with the Pernod Ricard India growth strategy.
On regulatory challenges, he emphasised the importance of a fair playing field, stating that consistent rules benefit all players operating in India’s complex alcoBev landscape.
Market Leadership and Portfolio Reshaping
For FY25, Pernod Ricard India reported revenue growth of around 2.5%, up from ₹26,773 crore in the previous year. The company remains marginally ahead of its closest competitor, United Spirits Ltd, which reported consolidated revenue of ₹26,780 crore for the same period.
As part of the Pernod Ricard India growth strategy, the company recently divested its Imperial Blue business to Tilaknagar Industries. Touboul acknowledged that market rankings may fluctuate temporarily but stressed that leadership in value and premium segments remains the priority.
Innovation and New Brand Launches
Innovation is another key driver of the Pernod Ricard India growth strategy. The company has introduced a new brand, Xclamat!on, under its Seagram’s portfolio, marking its entry into the rum and brandy segments.
Designed to appeal to younger consumers, Xclamat!on spans all five major spirit categories—whisky, vodka, gin, rum, and brandy—and follows a unified pricing approach to encourage repertoire consumption across categories.
Seagram’s Portfolio Remains the Backbone
Seagram’s brands continue to form the backbone of Pernod Ricard India’s business, contributing over 80% of net sales and around 95% of volumes. The portfolio includes Royal Stag, Blenders Pride, 100 Pipers, Longitude 77, and the newly launched Xclamat!on.
Touboul explained that both the disposal of Imperial Blue and the launch of Xclamat!on reflect the same strategic intent—to premiumise the portfolio and innovate for future growth.
The Bottom Line
Pernod Ricard India growth strategy underscores a clear shift toward premium-led expansion, innovation, and long-term value creation. Backed by favourable demographics, rising incomes, and a sharpened portfolio, the company is positioning itself to capitalise on India’s evolving alcoBev market while aiming for sustained double-digit growth.
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