India’s alco-bev industry is undergoing a remarkable transformation—driven by consumer aspirations, lifestyle shifts, and premiumisation. At the forefront of this change stands Pernod Ricard India, the premium spirits major with a future-forward mindset and deep-rooted values.
As a proud subsidiary of the Paris-headquartered Pernod Ricard Group, the company has not only captured market share with iconic brands like Blenders Pride, Royal Stag, Chivas Regal, and Absolut Vodka - but also hearts, with its relentless focus on people, purpose, and planet. From sustainability to innovation, people-first culture to responsible drinking, Pernod Ricard India is setting benchmarks worth celebrating.
Let’s explore how this organisation is going beyond business to build a legacy of responsible enjoyment, inclusive growth, and cultural leadership.
A Trusted Name in India’s Premium Spirits Landscape
Pernod Ricard India entered the Indian market in the late 1990s and has grown exponentially to become the second-largest alco-bev company in the country. With a strong portfolio across whisky, vodka, rum, gin, and other categories, the company enjoys leadership in several segments, including the fast-growing premium and semi-premium categories.
Flagship Brands That Speak to Every Generation
Royal Stag: Known for its "Make it Large" philosophy, this whisky has become a cultural symbol of ambition and drive.
Blenders Pride: A homegrown success story, blending style and substance through its strong association with fashion and pride of craftsmanship.
Chivas Regal & The Glenlivet: Icons of luxury and legacy, loved by connoisseurs of fine Scotch.
Absolut, Beefeater, and Jameson: International bestsellers that represent creativity, boldness, and authenticity.
By offering experiences that transcend the bottle, Pernod Ricard India redefines celebration and elevates the everyday into moments of joy.
Leading with Purpose: Sustainability, Ethics & Community
A Climate-Conscious Business Model
At a time when sustainability is no longer optional but essential, Pernod Ricard India leads by example. Under its global sustainability roadmap - “Good Times from a Good Place” - the company is committed to climate action, water conservation, circular packaging, and biodiversity protection.
Key milestones include:
100% water positive operations at select manufacturing sites.
Zero liquid discharge facilities that prevent industrial water waste.
Use of recyclable packaging materials and elimination of single-use plastics.
Sustainable sourcing of raw materials from local farming communities.
These efforts are not just CSR obligations - they’re part of an integrated business strategy that balances growth with responsibility.
Empowering Local Communities
Pernod Ricard India’s CSR footprint spans across rural development, education, healthcare, and gender empowerment.
Examples include:
Skill-building and vocational training centres for unemployed youth.
Support for clean drinking water and sanitation facilities in underserved villages.
Health camps and mobile clinics in areas surrounding manufacturing units.
Women-led self-help groups supported with microfinancing and training.
Through these initiatives, the company is not only building goodwill but also contributing meaningfully to India’s inclusive development goals.
Redefining Culture: From Fashion to Cinema to Music
Beyond its commercial achievements, Pernod Ricard India is a cultural curator - supporting the arts, creators, and self-expression platforms that resonate with the aspirations of New India.
Blenders Pride Fashion Tour
For nearly two decades, the Blenders Pride Fashion Tour has been a one-of-a-kind platform bringing together fashion, identity, and narrative storytelling. It promotes homegrown designers, celebrates inclusivity, and encourages bold expressions of personal pride.
Royal Stag Barrel Select – Large Short Films
This initiative has become a powerful platform for India’s indie filmmakers, offering them a canvas to showcase stories that are brave, original, and socially relevant. With award-winning short films and millions of views, the platform highlights how brand purpose and cultural relevance can go hand in hand.
Jameson Connects
By supporting India’s alternative music scene, Jameson Connects gives voice to a new generation of musicians, artists, and digital creators who challenge the conventional and celebrate originality.
These platforms aren’t just marketing - they’re movements that amplify expression, drive emotional engagement, and build cultural authority.
A Future-Facing, Digital-First Organisation
Pernod Ricard India is embracing the power of technology, data, and digital storytelling to reinvent consumer engagement and streamline operations.
Key innovations include:
AI and ML-based demand forecasting for supply chain efficiency.
Data-driven insights platforms to better understand and serve evolving consumer preferences.
Digital campaigns and influencer collaborations that resonate with India’s millennial and Gen Z audiences.
Integration of e-learning and digital sales enablement tools to upskill on-ground teams.
The company’s "Digital Acceleration Programme" is designed to ensure Pernod Ricard India continues to lead through innovation in a rapidly transforming consumer landscape.
Read Also :- Pernod Ricard India: A Legacy of Responsible Enjoyment, Innovation & Impact
Nurturing a People-First, Inclusive Culture
At the heart of every successful organisation are its people - and Pernod Ricard India has built a thriving workplace that champions inclusion, creativity, and personal growth.
Great Place to Work Certified
With repeated certifications as a Great Place to Work, the company fosters an environment of openness, trust, and meritocracy.
Diversity and Inclusion
From ensuring equal pay to encouraging women in leadership, the organisation has robust DE&I frameworks that ensure fairness and equity at every level.
Learning & Growth
With access to global learning academies, cross-functional exposure, and international mobility opportunities, employees are empowered to take charge of their careers.
A strong internal culture of “Conviviality” - Pernod Ricard’s global value - ensures every employee feels included, heard, and inspired to contribute.
Setting the Bar for Responsible Drinking
Unlike many in the industry, Pernod Ricard India takes responsible drinking very seriously. Its standout initiative, #DrinkMoreWater, is a digital-first campaign that encourages moderation, hydration, and mindfulness.
The company also runs:
Employee-led responsibility pledges.
Campus-level awareness programmes on underage drinking.
Training sessions for partners and vendors to promote ethical selling.
Advocacy campaigns around safe celebration and anti-drunk driving.
In doing so, the company is actively reshaping consumer behaviour and pushing for a more responsible drinking culture in India.
The Road Ahead: Premiumisation & Shared Prosperity
As India’s young, urban population continues to seek experiences over commodities, Pernod Ricard India is perfectly poised to lead the premiumisation wave. Its commitment to offering world-class spirits, responsible consumption, and shared value creation ensures that the company remains future-fit and purpose-led.
From investing in innovation, sustainability, and digital, to building meaningful cultural and social impact, Pernod Ricard India is writing the next chapter of the alco-bev story with integrity, ambition, and heart.
Final Thoughts
Pernod Ricard India is more than a market leader - it’s a role model for how companies can grow profitably, responsibly, and empathetically. With an eye on the future and roots grounded in purpose, it continues to build a legacy of trust, innovation, and conviviality.
Whether it’s a celebration, a cause, or a culture - Pernod Ricard India brings people together responsibly, with style and sincerity.