HERE’S TO YOU!
India’s Most Valuable Premium Alcohol Brand
Blenders Pride Rare Premium Whisky is a flagship brand of Pernod Ricard, India. Almost everyone in the drinking fraternity recognises the shape and name of Blenders Pride. It commands over 60% market share in the premium admix whisky segment. The brand is targeted at the contemporary, confident Indian and is positioned on lifestyle and good taste.
Blenders Pride was launched in 1995. Made from a blend of Indian grain spirit and scotch malts, it has no artificial flavours. Consistent quality, exceptional taste and aspiration led communication has powered up the brand to category leadership with current annual volume exceeding 5 Million cases. Launched in 2011, Blenders Pride Reserve Collection whisky is an exceptional blend in which the maturation of scotch malts is done using the Solera process select casks. This smooth blend of scotch malts and Indian grain spirit has an evolved fruity palate for the discerning.
It has a unique segment carved out for itself. Most of the people enter the whisky domain via Blenders Pride. Its affordability and smoothness in flavour is a unique combination for all the drinkers. The brand has always embraced fashion and style. It is synonymous with glamour, celebrities and the good life that the urban millennial reflects as a life status and social badge to make an impression.
Strong brand scores across the years and highly effective communication parameters have been the benchmarks for awareness, affinity and preference for the brand. Reaching a fan base of Millions, the brand has been testimony for audiences who are an active part of the brand. The market share gains over the years and the strong brand growth has been a clear indication of the power and space the brand occupies in the consumers mind.
The brand has always been a pioneer in setting lifestyle standards in the market – 1st alcohol beverage to have female protagonists in its communication. It sponsors many events to stay in the limelight and increase its brand’s visibility. The brand’s flagship property Blenders Pride Fashion Tour 2017 entered in its 13th year. Blenders Pride Fashion Tour as an experiential lifestyle property brings to life the brand’s fundamental stance – ‘taste life in style’, by creating a platform which pulls together iconic artists to cast their expression of style on to the world. It is a melange of music, technology and design that travels across 5 cities, creating an immersive experience that makes one dive deep in to the world of expression of style. The brand has further developed premium Indian whisky Blenders Pride Reserve Collection that is a success in a short span of time with over 1.5 Lac cases.
The brand has been innovative in below the line initiatives like augmented reality, style flash mobs and selfies.
Blenders Pride aims to remain aspirational, maintain its market leadership and continue to build its iconic status. Consistent positioning and strategic targeting has led the brand to constantly evolve and remain relevant to consumers.