Pernod Ricard India emerged as the largest Indian spirit maker by revenue in FY24, crediting its strategic focus on premiumisation and consumer-centric brand initiatives, along with leveraging its expansive portfolio and distribution model. While globally the company maintains leadership through consistent innovation, market expansion, and acquisitions, locally, its strength stems from tapping into India's growing premium spirits market, adapting to evolving consumer preferences, and an enviable portfolio of iconic brands that cater to the entire cross-section of its diverse consumer franchise.
The premiumisation trend in India’s spirits market reflects broader global changes, driven by evolving consumer preferences, economic growth, and rising disposable incomes. Pernod Ricard India’s focus on premiumisation aligns with consumers’ increasing desire for quality over quantity as they now seek unique and aspirational drinking experiences. “This trend has gained momentum over the past few years, with shifts in social drinking culture favouring at-home consumption and premium indulgence. India’s growing middle class, urbanisation, and exposure to global lifestyles are fuelling the demand for premium spirits,” comments Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India.
As consumers move towards ‘drinking less but better,’ the premiumisation trend in India is expected to persist, providing sustained opportunities for global players to drive growth and deepen market penetration.
Storytelling Strategy
While the Indian spirits market remains exciting, it is also highly competitive and dynamic. Speaking about balancing heritage brands while innovating for new markets, Mohindra says, “Our strategy revolves around a nuanced approach that respects our heritage while embracing innovation and staying relevant. We recognise that India is not a monolithic market—it's a complex tapestry of diverse consumer preferences, regional variations, and evolving aspirations. The consumer landscape is ever-evolving, seeking quality products that strike a chord with them. The heritage that the brands carry brings confidence to our consumers in our quality. Our brands have stood the test of time and have grown in a challenging market like India. Our marketing strategies ensure relevance in the dynamic consumer landscape.”
Consumer-centric storytelling plays a pivotal role in Pernod Ricard’s marketing campaigns that create emotional connections and reinforce the values of each brand. “Through compelling narratives, the brand aligns each product with its unique philosophy, ensuring consistency across its diverse portfolio,” shares Mohindra.
He explains the recent Ballantine’s partnership with 'Suits,’ where the brand's values of authenticity and success are communicated through quotes from some of the show’s characters. By ensuring each product aligns with the corresponding brand’s philosophy, whether through premium experiences or cultural relevance, the brand ensures that its portfolio remains consistent and resonates with today’s audience.
In terms of its overall communication, Pernod Ricard stands cognisant and respectful of advertising policies for the industry, especially in the context of the perpetual surrogate advertising debate. The brand has been compliant with the norms, with strict processes and measures in place to not only ensure that the guidelines are met but also promote responsible drinking through its campaigns.
Eyeing The Future
For Mohindra, the next five years present a complex landscape of marketing challenges that demand innovative and adaptive strategies. He anticipates significant shifts driven by changing consumer behaviours, technological advancements led by AI, and evolving social dynamics. He believes that the rapid digital transformation, increasing consumer consciousness about sustainability, and the emergence of new consumption patterns will fundamentally reshape the brand’s marketing approach.
Besides staying relevant through its campaigns and products, the brand has expanded its portfolio to fit the changing consumer landscape. “We will continue to build on the pillars we’ve operated on in India over the past 30 years and accelerate to make Pernod Ricard India a powerhouse in our field. We are addressing existing consumers who want to trade up across a diverse portfolio catering to multiple occasions & cohorts. We are also introducing innovations—creating fresher brands that consider the evolving consumer requirements, such as Make-in-India or multi-variant global brands,” he asserts.
“We want to be a one-stop shop and become the favourite portfolio across the whisky ladder in India. We also have our international portfolio of gins and white spirits that cater to the experimentative consumer. We will continue to invest ahead to capture consumer preferences and build stronger iconic brands, not only in India but also among the global Indian diaspora,” he maintains.
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