Latest news with #Longitude77
Yahoo
01-07-2025
- Business
- Yahoo
Why selling Imperial Blue makes sense for Pernod Ricard
Almost a quarter of a century ago, when Diageo and Pernod Ricard divvied up the Seagram drinks empire, most of the attention was focused on the destinies of the marquee brands: Captain Morgan and Crown Royal going to Diageo; Martell, Chivas Regal and The Glenlivet snaffled by Pernod. Few commentators gave much thought to a rather less high-profile part of the Seagram business: its operations in India. Seagram's sizeable investments in the sub-continent laid the foundations for Pernod Ricard to establish an enviable position in the market: more than 20 production units scattered across the country; a portfolio of high-volume IMFL or 'admix' whisky brands including Imperial Blue, Royal Stag and Blenders Pride, plus BII (bottled in India) Scotch in 100 Pipers – and, of course, BIO (bottled in origin) imports. But now, we hear via unconfirmed but detailed reports, Pernod Ricard is looking to offload Imperial Blue, which sits in what it terms the 'value' segment of the whisky market, with an equivalent price of about €7 ($8.27) a bottle. This is a brand that, according to reports, sold nearly 23m nine-litre cases in 2023 – admittedly down on its 2019 peak of over 26m cases, but still a pretty handy number. Neither Pernod Ricard nor the reported bidders for Imperial Blue – including Suntory, Tilaknagar Industries and Inbrew Beverages – will comment on the reports, but a conversation I had this week with Simon de Beauregard, chief transformation officer at Pernod Ricard India, sets the rumoured deal in the broader context of the market. For a start, there's de Beauregard's job title. I don't generally have much truck with 'blue sky thinking' monikers like chief transformation officer but in this case the choice of words is instructive. The high-potential Indian market – placed in sharp relief as growth becomes so elusive elsewhere – is transforming, and on multiple fronts. This is still a high-volume market – it's Pernod Ricard's biggest in those terms – but it has also become, over the past couple of fiscals, the company's second-largest in terms of net sales. That's reflected in the fact that, as you ascend the pricing ladder for whisky from Imperial Blue (value) through Royal Stag (deluxe) to Blenders Pride (premium), you can add two percentage points of extra growth for each step. In this context, it's no surprise that Pernod Ricard has moved to innovate with a number of higher-priced expressions in India, from Royal Stag Double Dark to Blenders Pride Four Elements – and, most interestingly of all, Longitude 77. Whereas the first two are essentially higher-priced spin-offs of what we might term 'legacy' brands, Longitude 77 is an Indian single malt, wearing its provenance on its sleeve, both in terms of the name – the line that runs through the heart of the nation – and its label, featuring the country's familiar outline. It's a product that – literally – puts Indian whisky on the map. This reflects a consumer shift that we've discussed previously: first of all, Indians may well – and do – aspire to buy and drink Western brands. After all, the market is already the second-largest destination for Jameson and The Glenlivet, even before the latter is boosted by the impact of the recently announced free trade agreement between India and the UK. But people are also increasingly demanding homegrown products that can match imports in terms of quality, packaging, branding – and price. Longitude 77 – a no-age statement whisky – is priced close to The Glenlivet 12 Year Old in India. A decade ago, the mere idea of that pricing strategy would have been laughable but no longer. As de Beauregard says: 'I think we went from 'imported is cool' to 'local can be very cool as well'.' Nor is this merely a whisky story. Indian consumers – especially the urban, middle-class, young-LDA adults that Western brands are so keen to court – are becoming much more exploratory and experimental. De Beauregard believes this has its roots in what he calls 'qualitative changes in the perception of alcohol'. What does this mean? A product that was somehow still 'taboo' to many – largely consumed out of the home and by men – has become more permissible, breaking through barriers of age and gender, boosted further by an increasingly sophisticated on-trade and retail sector. De Beauregard sees this in Pernod Ricard's own consumer research. Where most people would previously have participated in maybe one-and-a-half categories – mainly whisky, but occasionally brandy, beer or rum – now they might be trying gin, single malt or agave spirits. And all of these – including agave – now have their domestic equivalents. The transformation of India is also reflected in Pernod Ricard's recent investments in the market – most notably, the construction of what is billed as Asia's largest malt distillery and maturation facility in Nagpur – a plant that, when complete, will have a production capacity of 13m litres of pure alcohol a year, and which is part of a ten-year investment programme in Maharashtra worth a total of Rs17.85bn ($208.7m). Pernod Ricard isn't alone in both ramping up and diversifying its investments in India and fine-tuning its strategy there. Hence Diageo's move to wholly acquire Goa-based distiller Näo Spirits in June and hence the same company's decision in 2022 to sell off a slew of low-margin local brands to Inbrew, including White Mischief, Old Tavern and Romanov. For all its opportunities and potential – and again we've said this before – India remains a complicated and at times frustrating country in which to do business. Pernod Ricard's own, ongoing difficulties with the authorities in Delhi are testament to that. Commenting more generally on trading conditions in the country, de Beauregard says: 'I was in the US before – but I think India is more complex than the US.' India is also moving fast, so much so that – assuming that the reports are accurate and the deal goes ahead – Pernod Ricard's sale of Imperial Blue, which would have been unthinkable only a few years back, begins to look eminently justifiable, bearing in mind current and likely future market conditions. Yes, well over 20m cases is a lot of volume to lose but Imperial Blue – in its positioning, its price and even its name, with those echoes of empire – could soon be seen as something of a relic of India's past, rather than a harbinger of this fascinating market's increasingly diverse and exciting future. "Why selling Imperial Blue makes sense for Pernod Ricard" was originally created and published by Just Drinks, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site. Sign in to access your portfolio
India Today
06-06-2025
- Entertainment
- India Today
Longitude 77 Takes Center Stage at Cannes: A Symphony of Indian Art, Fashion, and Spirit
At the illustrious Cannes Film Festival 2025, Seagram's Longitude 77 Collector's Edition made its grand debut at the India Pavilion, epitomising a harmonious blend of Indian artistry and global luxury. This exclusive unveiling featured packaging designed by the renowned artist Paresh Maity, drawing inspiration from India's 77 East longitude line, symbolising the nation's rich cultural tapestry stretching from the Himalayas to Kanyakumari . The event was further accentuated by the presence of art curator and style icon Shalini Passi, who graced the red carpet in a bespoke Manish Malhotra's fashion piece , embodying the essence of Indian heritage and contemporary fashion. Shalini Passi's red carpet appearance was nothing short of a visual spectacle. Adorned in a custom-designed Manish Malhotra gown, the ensemble was a living canvas, representing the essence of India with Paresh's visualization of India's Longitude The gown featured a tapered corset and a stunning mermaid silhouette, with vivid landscapes and scenic imagery cascading down the fabric, representing India's diverse terrains. Complementing her attire, Passi accessorized with Manish Malhotra's jewelry, a classic Judith Leiber clutch, and was styled by Nupur Mehta, encapsulating a perfect blend of tradition and the artwork, Paresh Maity has depicted the beautiful snow-capped Himalayas, the unique Dal Lake with the Shikaras, followed by Punjab's phulkari works and Haryana's traditional drums along with Madhya Pradesh's majestic tigers. After that comes Karnataka's architecture, which includes the wonders of Hampi and the Mysore Palace, and it goes further down to Tamil Nadu's iconic sculpture of the Mahabalipuram elephant. There are also coconut trees that stand for Kerala and Tamil Nadu, with the painting ultimately merging into the Indian Ocean with a boat and a blue sea. "I wanted to capture the deepest emotions of God's creations, architecture, art, craftsmanship, aesthetics, and the diverse beauty and culture of our country. "With that inspiration in mind, Shalini customised her outfit, asking Manish Malhotra to make it," says Paresh Maity. Beyond the red carpet, Shalini actively engaged in promoting Indian art and culture on the global stage. She participated in the panel discussion around 'India's Finest to the World: Through Art', curated by Longitude 77 and moderated by film critic Anupama Chopra. This platform highlighted India's rich artistic heritage and its influence on contemporary global art forms. Passi's involvement underscored her commitment to elevating Indian craftsmanship and narratives to international unveiling of Seagram's Longitude 77 Collector's Edition at Cannes was more than a product launch; it was a celebration of India's artistic legacy and its seamless integration into global luxury narratives. At the India Pavilion, tribute was paid in a true sense to our country's journey, from the Himalayas to Kanyakumari. Through the collaborative efforts of Paresh Maity's evocative art, Manish Malhotra's couture craftsmanship, and Shalini Passi's visionary representation, the event marked a significant milestone in showcasing India's cultural prowess on an international platform. This initiative not only honoured India's rich traditions but also set a precedent for future endeavours in cultural diplomacy and artistic collaborations. Disclaimer: The material and information contained are for advertorial purposes only. India Today holds no responsibility for the content written on the website as a basis for making any business, legal, or any other decision. Any reliance placed on such material is at your own risk. advertisement
Indian Express
29-05-2025
- Entertainment
- Indian Express
Shalini Passi reveals a lifestyle habit she swears by: ‘It's incredibly powerful, great for metabolism, healing, and overall wellness'
You may (or may not) have seen Shalini Passi on Netflilx's Fabulous Lives vs Bollywood Wives, but ever since the show dropped late last year, the art and design 'collector, advisor, patron, artist, and philanthropist' has been the talk of the town, stealing the spotlight at every event she attends. Most recently, she turned heads at the Festival de Cannes 2025, where she walked the red carpet in an exquisite Manish Malhotra creation inspired by artist Paresh Maity's visual artistic interpretation of India's Longitude 77 – from North to South. In an exclusive interaction with Shalini Passi opened up about her experience at Cannes, her journey, how life has changed post-Netflix, her lifestyle, diet, and much more. Read edited excerpts below: Shalini Passi: I wanted to do a travel show and art show. During the pandemic, I travelled extensively across India – Leh, Ladakh, Mahabalipuram, Jodhpur – capturing the architecture, culture, and local stories through film and photography. But when I pitched the idea to various networks, I was told there wasn't a big enough audience for that kind of content. Around the same time, this opportunity came through Dharma Productions. Karan (Johar) and I spoke, and I thought — they're shooting in Delhi, it's a new format, and I've always embraced new experiences. Fabulous Lives was very different from anything I had done before. Shalini Passi: To be honest, even before I was in the limelight, I was always doing a lot because I have a wide range of interests. Whether it was curating a show for FDCI titled Fashion Meets Art, or collaborating with MASH on art exhibitions, I've always lived a fairly hectic and creatively driven life. I enjoy structure and thrive on being immersed in things that excite me. The limelight means people now see what I've always been doing behind the scenes. But for me, not much has changed internally. I'm pretty much the same person whether it's public or private. A post shared by Shalini Passi (@ Shalini Passi: It's been a bit hectic. I had initially planned to take a vacation after the show, but the overwhelming love and affection I've received completely changed that. People have reached out, writing entire paragraphs about how my journey has inspired them. That kind of impact has been profoundly moving and humbling. I've also really enjoyed the renewed interaction with the media and the chance to speak at various events across the country, from Hyderabad to Chennai to Kolkata, sometimes visiting the same city multiple times. Most recent invite was at the Cannes Film Festival to launch Longitude 77 Collector's Edition at the official Indian Pavilion. Shalini Passi: The outfit is truly special. It's inspired by the incredible artwork of Paresh Maity, representing the meridian Longitude 77, which spans the length of India from the Himalayas to Kanyakumari. The legendary designer Manish Malhotra brought it to life. It's art in motion. We've all been looking forward to this collaboration, which beautifully merges three worlds: Indian art, Indian fashion, and the indomitable Indian spirit. Wearing this piece feels like stepping into a living canvas. It's a proud moment not just for me but for all of us to present such a powerful expression of our culture on a global stage like Cannes. For me, it's about taking India to the world through our stories, creativity, and heritage. Shalini Passi: For me, fashion is an expression of myself. It reflects who I am, what I believe in, and what brings me joy. Right now, I'm in a maximalist phase – I'm enjoying bold choices, vibrant elements, and pieces that tell a story. As for the dos and don'ts, I always try to respect the context. Dressing appropriately for the occasion is essential. Understanding the culture of the country I'm in, the people I'm with, and the tone of the event. Sensitivity and awareness are key. Comfort is also a big priority. If I'm not comfortable, I won't feel confident. And lastly, I try to make ethical choices wherever possible. Fashion should be mindful as well as expressive. Shalini Passi: I'm very regimented by nature. I like structure and discipline in my daily life. I follow a raw food diet until 6 PM, which keeps my energy levels high and digestion light. Fitness is a non-negotiable part of my routine. I work out for about two hours a day, usually a mix of dance for an hour and Pilates for another. I sleep on time, avoid alcohol and cigarettes, and make it a point to eat clean and consciously. Skincare is another important part of my wellness routine. I truly believe in taking care of myself from the inside out. Shalini Passi: Yes, I'm very fond of Seema. She's such a fun person, and I enjoy chatting with her. In fact, I do meet the four of them whenever I'm in Bombay and our schedules align. That said, ever since the release of the show, my time has been incredibly limited. I've been working non-stop, and while I haven't had much of a social life lately, I'm really enjoying the pace and everything that's unfolding. A post shared by @orrysrelevanceroom Shalini Passi: Hopefully. I'm also looking forward to seeing myself on the screen. Shalini Passi: One habit I truly swear by is incorporating turmeric into your daily routine. It's incredibly powerful, great for metabolism, healing, and overall wellness. It's such a simple addition, but it makes a big difference. Shalini Passi: For me, consistency is key. People try hacks for ten days and expect results, but with the body, especially when it comes to skin and hair, real change takes at least three months. You have to be patient and committed. When it comes to hair care, I keep it very simple and natural. I rarely style my hair – I don't colour it, and I try to limit the use of heat as much as possible. That's also because I donate my hair to Tirupati, so I like to keep it healthy and untreated. You'll often see my hair tied up, and that's intentional. One thing I absolutely swear by is regular oiling. I have very curly hair, and I truly believe oiling has preserved its health and texture over the years. It's an old-school habit, but one that works. Shalini Passi: That's a great question. Honestly, I often look to others for insight into who I truly am, because sometimes people see things about us more clearly than we see ourselves. We tend to rationalise our actions and thoughts, but others can reflect a more actual image. If I had to describe what makes me, I'd say it's a blend of discipline and spontaneity. I'm very regimented and love planning, but I'm equally comfortable letting go and going with the flow when things don't go as expected. I embrace both structure and freedom, and that balance keeps me grounded. I also firmly believe that everything happens for a reason, guided by a higher power. Life is a continuous learning process – there's no failure or victory, just lessons along the way. That mindset, I think, truly shapes who I am. Shweta Sharma leads the lifestyle section at Over the years, she has written about culture, music, art, books, health, fashion, and food. She can be reached at ... Read More
Business Upturn
23-05-2025
- Entertainment
- Business Upturn
Longitude 77 Collector's Edition Debuts at Cannes, in an Exceptional Packaging Paying Homage to It's Indian Heritage, Designed by Paresh Maity
India: Seagram's Longitude 77 named after the line of longitude that passes through the length of India from North to South at 77° East, pays homage to the country's diversity, historical craftsmanship and breathtaking landscape. Crafted in small batches, it encapsulates the essence of India's diverse terroir and indigenous ingredients. Longitude 77 Collector's Edition was unveiled at the official India Pavilion in an exclusive event where the centerpiece of this unveiling was the exceptional packaging designed by one of India's most celebrated artists, Paresh Maity. Each pack showcased Mr. Maity's artistic interpretation of India's Longitude 77 – from North to South. Its grand debut at the prestigious Cannes Film Festival embodies its vision of taking the finest of India to the world, celebrating India's artistic prowess, unparalleled craftsmanship and exceptional whisky-making tradition. 'This collaboration is about capturing India's soul through art and craftsmanship, ' said Mr. Paresh Maity. 'Longitude 77, The meridian that inspired this creation symbolizes the finest of what India has to offer the world, blending tradition with modernity.' Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, 'Longitude 77 Collector's Edition embodies our commitment to elevating Indian craftsmanship to global standards while celebrating the richness of our cultural heritage. Its debut at Cannes is more than the unveiling of an exquisite spirit—it is a tribute to India's rich identity, captured with creativity, and timeless elegance.' The grand unveiling brought together some of India's most influential voices in luxury, art and cinema. Renowned film critic and author Anupama Chopra hosted an exclusive dinner for Bollywood's elite—an evening that became one of the most talked about moments at Cannes. In a stunning visual moment, art patron and style icon Shalini Passi walked the red carpet in a statement fashion piece, designed by Manish Malhotra, inspired by Maity's art representing India's Longitude 77. 'As someone deeply committed to elevating Indian art on the global stage, I'm thrilled to be part of this groundbreaking collaboration that showcases India's finest creative vision and craftsmanship to the world. Representing the essence of India, Paresh's visualization of India's Longitude 77 on this dress, designed by Manish Malhotra, combines my three passions – India, art and fashion,' said Shalini Passi. Designer Manish Malhotra said, 'This collaboration with Longitude 77 represents the pinnacle of Indian luxury and creativity. Translating Paresh's visual narrative into wearable art was an inspiring challenge, creating a moment where fashion and art converged to showcase Indian excellence.' With a limited release of only 650 cases—this rare release is both a collector's treasure and a connoisseur's delight. Following its successful Cannes debut, Longitude 77 Collector's Edition will be available in limited quantities across Haryana and Maharashtra. Disclaimer: The above press release comes to you under an arrangement with Business Wire. Business Upturn takes no editorial responsibility for the same.
The Hindu
23-05-2025
- Entertainment
- The Hindu
How artist Paresh Maity has taken his works across the globe
Last week, the world got to witness, once again, the celebrated artist Paresh Maity's dedication to the craft he has made his. He made his Cannes Film Festival debut at the age of 60 with the watercolour 'Himalayas to the Indian Ocean', which was unveiled on May 18. This work showcased the breath-taking landscapes of the Indian subcontinent. Then, the influencer Shalini Passi wore a Manish Malhotra creation inspired by Paresh's 'Longitude 77'. 'From the Himalayas to Kanyakumari, every thread tells a story. This is not just couture, it is a canvas, blending my love for art, fashion and India. Grateful to represent our heritage on a global stage,' Shalini shared on Instagram. From the Venice Biennale to the red carpet at Cannes, Paresh's ability to blend tradition with contemporary artistry has captivated audiences worldwide. For Paresh, the Cannes Film Festival is like the Olympics for films. 'My art is always a celebration of energy and joy. To be there at Cannes, in that atmosphere, gives me excitement and inspiration,' he adds. Paresh's journey, from Purba Medinipur (West Bengal) to the global stage, stands as a testament to his perseverance and ability to innovate. 'I come from a lower middle class family with no exposure to art. When I was seven, I was introduced to art in school. I then knew that I would do this till the last day of my life. I started clay modelling and sculpture, making clay toys and trying to sell them at village fairs. Till Class 10, I used to make huge Saraswatis and Kalis during Durga Puja and sell them to pandals to support my family,' he shares. Soon after, Paresh dabbled with watercolour. Known for his ability to experiment with a multitude of styles and media, Paresh has earned the title of the 'Turner of India'. His works have been exhibited in renowned galleries and museums worldwide. 'I use watercolours, oils and acrylics, often in bold colours and forms. I do not create the canvas, the subject calls to me. If it is a serene landscape, my preferred medium is watercolour, complex compositions require oils, acrylics and so on. I do not choose the medium and then decide on the subject, but, let the subject decide the medium,' Paresh explains. In his artistic journey, Paresh, who was bestowed with the Padma Shri in 2014, has transcended traditional boundaries, creating some significant pieces of public art in India. His latest is a stunning Jackfruit sculpture in front of Victoria Memorial, Kolkata. This whimsical and vibrant piece reflects Paresh's ability to stay contemporary and in touch with his roots. One of his iconic creations is the Bankura Horse, a traditional symbol of rural Bengal. Paresh breathes new life into this age-old motif, recreating images on them and marking his insignia. Paresh often reminisces about his days as an art school student, where he would spend hours experimenting with different media and styles. And, he continues to innovate — be it using bells to create sculptures (a huge bull) or transforming Bankura Horses into a canvas for Bollywood portraits. He has also curated interactive performances with sarod artists Amaan and Ayaan Ali Bangash, and has been known to paint to the strains of their virtuoso father Ustad Amjad Ali Khan's Malhar. At the 60th edition of La Biennale di Venezia (Venice Art Biennale) in 2024, which explored the theme of 'foreignness', Paresh was among the 12 Indian artists who showcased their work — his creation was the sculpture 'Genesis'.
