Pernod Ricard seeks to nurture premium whiskey Blender’s Pride with fashion, new campaign on ‘success’

The Indian alcoholic beverage market is experiencing a premiumization trend, attracting significant marketing efforts from major players. This indicates robust consumer demand for higher-end products.

• •Pernod Ricard launched a new brand campaign for Blender’s Pride.
• •The campaign features three Indian actresses/models.
• •The campaign emphasizes the brand’s association with fashion and ‘success’.
• •Pernod Ricard aims for market expansion with new premium whiskies (from online context).
• •Risk flag: Intensified competition from global players could squeeze margins for domestic companies.