Indian distributor works magic:This liquor smashes sales records with 1.79 million bottles sold post-acquisition

New Delhi (The Uttam Hindu): Winter is usually a time when rum sales increase, but this time, the whiskey brand "Imperial Blue" has taken the market by storm. Imperial Blue, one of India's most popular liquor brands, has set a new sales record. This record is also special because the brand recently changed ownership. Tilaknagar Industries, an Indian company, acquired it from a French company, and as soon as it came into the hands of the Indian company, its sales figures have skyrocketed.

4000 crore deal and new sales record

Tilaknagar Industries recently acquired the Imperial Blue brand from French giant Pernod Ricard in a massive deal worth approximately ₹4,000 crore. This was considered one of the biggest deals in the history of the Indian liquor business. Since Tilaknagar took over, the brand has shattered all previous sales records. According to the latest figures, the company has sold approximately 1.79 million bottles of Imperial Blue. When combined with the company's other brands, total sales have also increased significantly.

The third largest whiskey brand in the country

The company believes that acquiring Imperial Blue has proven to be a highly profitable deal, as the brand is the most consumed in India. Statistics show that it is the third-largest whiskey brand in the country by volume. Approximately 79 million cases of whiskey are sold in India each year, of which Imperial Blue alone accounts for 22.4 million. This brand alone holds approximately 9 percent of the Indian whiskey market, which speaks for its popularity.

Low price and better taste make you prefer

The reason behind Imperial Blue's meteoric success is believed to be its affordable price and taste. In Delhi, a 180 ml (quarter) bottle of Imperial Blue costs only around ₹180, while a full bottle costs around ₹600. Tilaknagar Industries added this brand to its portfolio as part of its strategy to strengthen its hold in the whiskey market. The company claims that people are extremely fond of this spirit, and its superior taste at a reasonable price has made it a popular choice.