Description

Blenders Pride

Blenders Pride is a brand of Indian whisky, owned by Pernod Ricard, and launched in 1995. It is a blend of Indian grain spirits and imported Scotch malt and contains no artificial flavoring. It is available in 5 different bottle formats. Pernod Ricard has identified Blender’s Pride, along with Imperial Blue, Royal Stag, Chivas Regal and 100 Pipers, as the company’s five core brands to build its spirits business in India.

The brand’s main national competitors are Royal Challenge, Signature and Antiquity^[4] from United Spirits Ltd,^[5] and Peter Scot from Khoday India Limited, In some states, Blenders Pride also competes with Haig Gold Label from Diageo and Rockford Reserve from Modi Illva.

Blenders Pride was launched in India in 1995 by Seagram. Seagram’s global business was jointly acquired by Pernod Ricard and Diageo on 21 December 2001.^[10] Seagram’s Indian operations were acquired by Pernod Ricard.^[11] Pernod Ricard had previously entered the Indian market by acquiring a 74% stake in United Agencies Ltd (UAL).

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With a bottling facility in Kolhapur, Maharashtra. UAL was merged with Seagram’s Indian business and continued operations under the name Seagram Manufacturing Ltd. The decision to integrate UAL into Seagram was taken due to the latter’s larger operations in the country.

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 brand’s presence in the market even further.

Blender’s Pride sold 250,000 cases in 2003.^[18] out of 1.5 million cases country-wide in the premium whisky segment.^[19] 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.^[19]

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