According to an article in Whisky Magazine entitled ‘A New Dawn for Whisky in India - and Indian Whisky’ (9th June 2023), “the country’s total consumption of alcoholic beverages is expected to surpass 6 billion litres in 2024, and last year, it generated the fourth-largest revenue from spirits (just over US$33 billion), behind Japan, the United States, and China. Of the spirits consumed in India, roughly 95 per cent are brown. While rum and locally produced sugarcane spirits account for a fair chunk of this, the real king is whisky, most notably Scotch”.
Growing Share
Significantly, statistics quoted by the Confederation of Indian Alcoholic Beverage Companies in the same article reveal that homemade Indian single malts now account for one third (33 per cent) of the local market, up from 15 per cent in 2017. Brands like Amrut, Paul John and Rampur, which have led this growth, have been joined by new brands in recent years. Diageo India has launched Godawan, its first sustainable, artisan whisky nurtured in Rajasthan, and United’s Epitome Reserve, its first small-batch, artisanal craft, 100% rice whisky. These new domestic single malts are helping to refine perceptions of the quality of Indian whisky, especially when they win awards, like Indri Diwali Collector’s Edition, which won Double Gold Best in Show at the Whiskies of the World Awards in 2023.
Small Batch Distillation
In late 2023 Pernod Ricard India officially launched its own single malt - Longitude77 - produced in small batches in a distillery in Dindori, Nashik (Maharashtra). Prior to this Sedley Place had been briefed by its Business Development & Innovation Team to design the bottle for the brand, the packaging’s graphics being designed by an Indian agency.
Domestic and International Appeal
Our brief was to design a bottle which was distinctive, had strong on-shelf presence and was ownable. It needed to have the right Super Premium ‘bottled in origin’ cues, support the brand’s price point, and appeal to both domestic and international markets. In addition, the bottle’s design needed to support the new brand’s story, display its personality (Progressive, Proud, Eclectic and Adventurous), and support Pernod Ricard India’s ambition for the whisky to be renowned for its origin, taste and craftsmanship and become an emblem of Indian craft whisky.
Staged Process
We divided the project into several stages: initial explorations, design concepts, design development and refinement, technical drawing and three-dimensional CGI. In the exploratory stage we researched Indian single malts, Scottish single malts, and whisky bottle types and shapes. We also generated provenance stimiuli, looking at elements like geography (the 77th longitude), Indian architecture, ceramics, pattern language and colours, as well as looking at other brands which convey provenance through their structural packaging.
During the initial design stage we created 10 concepts, exploring different longitude representations, shapes, heights, embellishments and Indianness.
The final bottle shape was chosen for its overall shape, modernity, distinctive profile (from rounded square at the base to rounded at the shoulder) and chamfered four corner details).
Potential Game Changer
The company has high hopes for the brand. In the words of Kartik Mohindra, Chief Marketing Officer & Head Global Business Development, “Longitude77, our first Indian Single Malt, represents Pernod Ricard's deep-rooted respect for the country. We have ensured that the whisky is perfectly tailored to the Indian market and caters to the diverse palate of the Indian consumer. We are confident that this exceptional addition to our portfolio will be embraced by whisky enthusiasts and elevate their convivial experience. At the back of solid premiumisation and our commitment to quality and innovation, we believe that Longitude77 will be a game-changer for the Indian market.”
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