Pernod Ricard is the world’s second largest drinks company (after Diageo) and in 2013 India represented its fourth largest market. With local brands such as Blenders Pride, Imperial Blue and Royal Stag, and international brands such as Absolut Vodka and Chivas Regal, the company provides products to many of India’s spirits consumers.
Knowingly or otherwise, many wine drinkers also purchase Pernod Ricard products through their international brands such as Jacob’s Creek (Australia), Brancott Estate (New Zealand) and Campo Viejo (Spain). With their marketing prowess, financial strength and distribtion network, establishing an Indian wine operation was almost inevitable. They duly settled on Nashik as their operation’s base and launched the Seagram Nine Hills wine brand in late 2006.
Initial varietals consisted of Chenin Blanc, Sauvignon Blanc and Shiraz; they have since expanded the range to include Viognier and Cabernet Sauvignon.
In 2013, Seagram Nine Hills was the fourth best selling wine brand in India with annual sales of ca. 40,000 cases. Multinational drinks companies much prefer their brands to positioned at number one or two in the market, so it seems likely that over the next few years they will be upping their game to put pressure on Four Seasons and Grover Zampa.
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