Pernod Ricard, the French conglomerate behind the popular whisky brand Royal Stag, is gearing up to make a bold move towards the premium segment of India’s burgeoning alcoholic beverage market. As the Indian consumer palate evolves with increasing sophistication and openness to premium experiences, Pernod Ricard is set to capitalize on these changing preferences with a fresh lineup of upscale offerings.

India has long been a significant market for Pernod Ricard, especially with Royal Stag dominating as one of the country’s leading whisky brands by volume. But the brand is now focused on something beyond mass appeal — it aims to tap into the rising demand for premium and ultra-premium spirits as Indian consumers grow more discerning and experiment with diverse flavor profiles.

At the heart of this strategy is the launch of “Xclamation,” a new product range tailored expressly for the premium-ish segment. This initiative signals Pernod Ricard’s commitment not just to sell more but to meet the evolving tastes of a metropolitan and increasingly affluent Indian demographic. With this, the company intends to create a distinctive identity that resonates with consumers looking for quality, heritage, and a richer sensory experience in their whisky selections.

Chairman and CEO Alexandre Ricard has talked about an ambitious roadmap where premiumization is at the core of Pernod Ricard’s Indian business strategy. This focus is in line with global trends where consumers are willing to pay a premium for better quality, origin stories, and craftmanship.

Pernod Ricard’s move also reflects a broader industry pattern. The Indian market is witnessing a growing appetite for premium whiskies, driven by younger consumers, urbanization, and a shift in lifestyle choices — factors that are accelerating the demand for sophisticated and diverse liquor options. It’s not just about drinking but about the experience, the story behind the bottle, and the status that comes with it.

The company’s premium push includes innovations and new product variants that cater to these tastes, including launches like Blenders Pride Four Elements and Royal Stag Double Dark. These options are designed to appeal to whisky aficionados who appreciate layered flavors and a premium finish.

Investors and market analysts are closely watching Pernod Ricard’s premium foray as it could redefine the company’s footprint and profitability in India. While the overall liquor industry still faces regulatory and taxation challenges, the premium segment offers a lucrative growth avenue. For Pernod Ricard, the ability to align with consumers’ shifting preferences and innovate accordingly could be a game-changer.

In conclusion, Pernod Ricard’s strategy with Royal Stag and its new “Xclamation” range is a testament to the evolving Indian alcoholic beverages landscape. By focusing on premiumization, the company is not only tapping into changing consumer palates but also setting the stage for sustained growth in one of the world’s most exciting liquor markets.