Blenders Pride

History

Blenders Pride, a blended whisky made from Indian grain spirits and imported Scotch malt, first appeared in India in 1995 under Seagram. After Seagram's global business was split between Pernod Ricard and Diageo in December 2001, Pernod Ricard took over Seagram's Indian operations. Pernod Ricard had already entered India by buying a 74% stake in United Agencies Ltd, which had a bottling plant in Kolhapur, Maharashtra. That company was merged into Seagram's larger Indian business, forming Seagram Manufacturing Ltd. Today, Pernod Ricard owns Blenders Pride and considers it one of its key brands in India.

Reserve Collection

Pernod Ricard launched Blenders Pride Reserve Collection in December 2011. At the time of its launch, the Reserve Collection was the most expensive whisky produced in India.

This whisky is a blend of Scotch malts that have been matured through the unique Solera process, with the finest Indian grain spirits, strengthening the Blenders Pride brand’s presence in the market even further. UK-based consultants CARTILS helped design the branding, bottle shape and packaging for Reserve Collection. CARTILS said that its aim was to 'stay loyal to the original brand yet to ensure that its [Reserve Collection] significantly more premium nature was clearly communicated.' The bottle shape for Reserve Collection is similar to Blenders Pride but has embossing.

Sales

Blenders Pride sold 250,000 cases in 2003, out of 1.5 million cases country-wide in the premium whisky segment. In March 2004, Seagram Manufacturing Ltd. claimed that Blenders Pride had surpassed Shaw Wallace's 'Royal Challenge' (now owned by United Breweries Group) to become the largest-selling premium whisky in Andhra Pradesh.