Pernod Ricard aims to triple net sales in India in coming decade

Consumers' shift from country liquor to whiskies, and greater premiumization are driving demand for the brand

- Suneera Tandon

Pernod Ricard, the world’s second-largest spirits company, is looking to triple its net sales in India over the coming decade as consumers shift from country liquor to its brand of whiskies, and as greater premiumisation drives demand for its imported scotch, its chief executive for India Jean Touboul said.

“India is one of the key markets for Pernod Ricard Group, actually the second by net sales. That’s already critical because of the size and growth profile of the market. There are a lot of tailwinds, from macro-economic factors to the country’s demographics. We need to deliver low-double-digit growth on net sales annually, which is consistent with our vision to triple net sales in India in the coming decade," said Touboul.

Pernod Ricard India sells brands such as Royal Stag, Blenders Pride and 100 Pipers, apart from premium international brands such as Chivas Regal, Ballantine’s, Glenlivet and Jameson Irish Whiskey, among others. In India it competes with Diageo, the world's largest spirits company.

In fiscal year 2023, India surpassed China to become the second-largest market by net sales for the French spirits company. The United States is its largest market. India is also among the world’s largest consumers of whiskey, with a young population and millions of new drinking-age consumers entering the fold annually. Liquor companies are thus primed to grow their businesses and investments here.