In one of the biggest deals in India’s alcoholic beverages sector, Tilaknagar Industries, the makers of Mansion House Brandy, has announced the acquisition of the popular whisky brand Imperial Blue from French liquor major Pernod Ricard for a massive ₹4,148 crore. The transaction marks a significant expansion for Tilaknagar as it enters the large and fast-growing Indian whisky market.
A Strategic Leap into Whisky
The acquisition, structured as a phased payment deal, includes an upfront payment of ₹2,828 crore, with the remaining ₹1,320 crore to be paid over a four-year period. Expected to close within six months, the deal positions Tilaknagar to significantly broaden its product portfolio and move beyond its stronghold in the brandy category.
Imperial Blue is the third-largest whisky brand by volume in India, boasting over 22.4 million cases in annual sales. The brand commands over 9% of the Indian whisky market and has wide consumer appeal in the mid-premium segment, making it a valuable asset for Tilaknagar’s ambitions in the whisky space.
Company Vision and Market Outlook
In a late-night filing, Tilaknagar stated its intention to scale up operations and strengthen its presence in India’s vast alcoholic beverages sector. The acquisition aligns with the company’s strategy to build a comprehensive whisky portfolio that spans premium price points and addresses emerging consumption trends. In particular, Tilaknagar aims to tap into younger, urban demographics seeking accessible yet aspirational spirits brands.
Chairman and Managing Director Amit Dahanukar remarked, “Having achieved leadership in the brandy segment, it is now time for us to broaden our portfolio and cater to India’s diverse and evolving consumer base. While we continue to grow our brandy business organically, this acquisition allows us to enter the whisky segment with one of the country’s most trusted and admired brands.”
Tilaknagar also highlighted the broader strategic benefits of owning a large whisky brand—enhanced distribution, deeper market penetration, and a stronger presence in the north and west Indian markets where whisky dominates.
Pernod Ricard’s Shift in Strategy
For Pernod Ricard, the sale of Imperial Blue signals a refined strategic focus. The French spirits giant plans to concentrate on more premium and fast-growing brands within its India portfolio. With India being one of its top markets globally, the move is part of a broader repositioning to prioritize profitability over volume.
Alexandre Ricard, Chairman and CEO of Pernod Ricard, commented, “This divestment allows us to sharpen our focus on more profitable and faster-growing segments in India, while continuing to support our remaining flagship brands.”
Industry Impact
This acquisition is expected to reshape the Indian spirits industry. Tilaknagar’s entry into whisky gives the company a much stronger national presence and signals a shift in competition dynamics. The move also underscores the rising investor confidence in India’s alcoholic beverage sector, particularly the mass-premium whisky space, which continues to show robust growth despite regulatory hurdles and high taxation.
With this landmark deal, Tilaknagar Industries not only secures a major growth engine but also signals its transformation into a more diversified and ambitious player in the Indian alco-bev landscape.
