Pernod Ricard sells Imperial Blue whisky brand to Tilaknagar Industries in major India market shift

Pernod Ricard has announced the sale of its Indian whisky brand Imperial Blue to Tilaknagar Industries, a major player in the Indian spirits market. The French group made the announcement on Wednesday, stating that the decision is part of a broader strategy to focus on premiumization and innovation in India, which is its second-largest market globally. The financial details of the transaction were not disclosed.

Imperial Blue, produced in India, has been part of Pernod Ricard’s portfolio since 2002. It is the company’s second-largest brand by volume in India, with annual sales reaching 22 million nine-liter cases. The sale marks a significant shift for Pernod Ricard as it aims to strengthen its position in higher-end segments and respond to changing consumer preferences in the Indian market.

According to Pernod Ricard, this move will allow the company to accelerate its efforts toward offering more premium products and innovative options. The group stated that once the transaction is finalized, it expects a significant and immediate improvement in operating margins and revenue growth for its Indian subsidiary. The company emphasized that active management of its brand portfolio is essential for growth across all categories and regions.

Alexandre Ricard, CEO of Pernod Ricard, highlighted that this strategic decision will enable the company to concentrate on more profitable and faster-growing brands both in India and worldwide. He noted that this approach supports Pernod Ricard’s ambitions in one of its key markets.

Jean Touboul, Managing Director of Pernod Ricard India, explained that the sale will free up resources for investment in high-growth brands such as Royal Stag—which has already surpassed 30 million cases annually—and Blenders Pride. It will also allow greater focus on international brands like Chivas, Jameson, Absolut, and Ballantine’s.

The announcement comes at a time when Pernod Ricard is undergoing a broader reorganization. In June, the company informed employees about a restructuring plan amid ongoing challenges facing the global spirits industry. As the world’s second-largest spirits producer, Pernod Ricard continues to adapt its strategy to maintain competitiveness and drive growth in key markets like India. The sale of Imperial Blue reflects a clear intent to prioritize premium offerings and respond proactively to evolving market dynamics.