Pernod Ricard To Offload Imperial Blue As It Eyes Premium Brands

Pernod Ricard plans to sell its Imperial Blue whisky brand to focus on enhancing its premium portfolio with high-end brands like Glenlivet, Jameson and Chivas Regal.

Goldman Sachs has been appointed to manage the sale, which involves a brand highly popular in India, where it boasts impressive sales of 20 million cases annually. The move aligns with Pernod Ricard’s broader strategy to enhance its presence in the premium spirits sector, mirroring actions taken by its main rival - Diageo.

Diageo recently streamlined its portfolio by divesting several lower-margin brands including Haywards, Honey Bee and Romanov to focus on more profitable premium offerings. Pernod Ricard’s decision to sell Imperial Blue follows a similar path, aiming to realign resources towards more lucrative, high-margin products.

Sources familiar with the transaction disclosed that the sale process began three weeks ago. The divestiture could potentially bring in up to Rs. 5,000 crore for Pernod Ricard, marking a reallocation of assets in favour of premium, high-margin brands.