Pernod Ricard India

1. Why Premiumisation is the Future of India’s Alco-Bev Market India’s alco-beverage market is undergoing a seismic shift. While volume growth once defined success, a new narrative is taking shape: premiumisation. More than just a marketing trend, premiumisation reflects a deeper evolution in consumer preferences, purchasing power, and lifestyle aspirations. In this transformation, Pernod Ricard India has emerged as one of the foremost champions. Understanding the Premiumisation Wave

2. The premiumisation trend is being driven by a combination of factors: ● Aspirational Youth: India’s millennial and Gen Z consumers are more brand-conscious, globally aware, and experience-driven than previous generations. ● Rising Disposable Income: As India's middle and upper-middle classes expand, so does their appetite for refined, quality products. ● Urbanisation & Exposure: With urban growth comes exposure to global lifestyles, travel, and international taste palettes. ● Shift to Experience Economy: Consumers are no longer just buying products; they’re investing in experiences—and premium spirits deliver just that.

3. Pernod Ricard India: Setting the Standard Pernod Ricard India has played a pivotal role in shaping the premium and semi-premium spirits category in India. Through iconic brands, innovative storytelling, and a commitment to quality, it has helped redefine what celebration looks like. A Robust Premium Portfolio From globally revered names to beloved Indian icons, Pernod Ricard India's portfolio exemplifies premiumisation: ● Chivas Regal & The Glenlivet – Scotch whisky brands that symbolise sophistication and global appeal. ● Absolut Vodka – A bold, creative vodka that resonates with India’s urban youth. ● Blenders Pride & Royal Stag Barrel Select – Indian-made premium spirits that reflect refinement and ambition. These brands cater not only to consumers looking for better taste but also those seeking identity, prestige, and status.

4. Marketing that Builds Aspiration Pernod Ricard India has created platforms that do more than sell products—they celebrate creativity, individuality, and lifestyle. ● Blenders Pride Fashion Tour showcases homegrown fashion talent while aligning the brand with style and aspiration. ● Royal Stag Barrel Select Large Short Films taps into India’s rich storytelling culture to engage film lovers and creators alike.

5. ● Jameson Connects curates cultural events around indie music, appealing to young, curious audiences. These initiatives position the brands as cultural tastemakers, not just products. Local Manufacturing, Global Quality While premium brands are often associated with imports, Pernod Ricard India has invested in local manufacturing to ensure accessibility without compromising quality. Its state-of-the-art distilleries in Nasik and Behror adhere to the highest standards, ensuring that premiumisation is not limited to metros, but reaches Tier II and III cities as well. Looking Ahead: The Future is Premium According to industry estimates, the premium and super-premium segments in India are expected to grow at CAGR of over 12% over the next 5 years. Brands that can connect with consumers through authenticity, innovation, and quality are poised to lead this growth. With its future-ready mindset, consumer-first strategy, and strong cultural relevance, Pernod Ricard India is uniquely positioned to define this new era. Premiumisation is not just the future—it is the present, and Pernod Ricard India is leading the way.