Pernod Ricard India flags consumer shift toward origin, values and authenticity
Speaking at the NDTV Profit Business Leadership Awards 2026, Pernod Ricard India said premiumisation remains central to its India strategy as consumers place greater weight on product provenance, values and authenticity.
What happened
At the NDTV Profit Business Leadership Awards 2026, Pernod Ricard India said consumers increasingly prioritise product origin, values and authenticity, while
Key facts
- 2026
Why this matters
Prioritise partnerships or acquisitions involving credible local provenance, sustainable production and experiential brand platforms that can strengthen authenticity in India’s premium beverage market.
What to watch
- Premium-and-above volume growth versus mainstream spirits growth in key Indian states.
- Changes in state excise duties, outlet rules and price approvals that widen or compress premium price gaps.
- Share gains by Indian single malts, craft gin, premium rum and other local-origin labels.
- Consumer research showing whether provenance and sustainability influence purchase conversion, not just stated preference.
- Growth in on-trade premium occasions, luxury hospitality traffic and airport retail sales.
- Regulatory or social-media scrutiny of brand claims relating to origin, sustainability or responsible consumption.
- Expand provenance-led activation around whisky, agave and wine brands through tastings, bartender advocacy and transparent production narratives.
- Pair global heritage with India-specific credibility, including local cultural collaborations, responsible-drinking commitments and clearer value-tier architecture.
- Use consumer data to target premium occasions rather than pursuing blanket price-led trading up.
- Defend against craft and domestic premium entrants through selective partnerships, limited editions and experiential retail.
- Strengthen verification of sustainability, sourcing and authenticity claims to reduce reputational exposure from values-led consumers.