New Delhi: French spirits maker Pernod Ricard has announced plans to sell its popular Imperial Blue whisky brand in India. The company is seeking to focus on its premium offerings such as Glenlivet, Jameson, and Chivas Regal. Goldman Sachs has been tasked with identifying potential buyers for the brand.
Imperial Blue, which sells an estimated 20 million cases annually in India, is expected to attract significant interest from both private equity firms and other alcohol companies. While the exact valuation remains uncertain, sources suggest that Pernod Ricard could fetch up to Rs 5,000 crore from the sale.
The decision to sell Imperial Blue comes on the heels of a similar move by rival Diageo, which offloaded several lower-margin brands a few years ago. This trend reflects a growing preference among multinational liquor companies for premium brands that offer higher profit margins, even if they sell fewer units.
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Imperial Blue was originally part of The Seagram Co., a Canadian liquor company. Pernod Ricard acquired the brand in India in 2001, following its joint acquisition of Seagram’s global spirits and wine businesses with Diageo. Other Seagram brands now owned by Pernod Ricard include Royal Stag and Blender’s Pride.
The sale of Imperial Blue is expected to spark intense competition among potential buyers. The brand’s strong market presence and recognition in India make it a highly desirable asset. As the bidding process unfolds, it will be interesting to see who emerges as the eventual winner and how the sale will impact the Indian whisky market.
