The largest-selling Scotch whisky in India, Seagram’s 100 Pipers continues to set new benchmarks in the industry by achieving bigger milestones. In the last business cycle, Jul’20 – Jun’21, 100 Pipers have broken not one but two records.
100 Pipers became the first & only Scotch brand in India to cross the 1 Million+ case mark in annual sales, twice – a solid stamp on the consumers’ love for the brand.
Commenting on the multiple achievements, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “100 Pipers continues to shape the Indian Scotch segment & set new records. This is driven by its increased popularity among the younger, aspirational consumers who are resonating strongly with the brand’s purpose-led initiatives due to their uniqueness, authenticity & credibility.
Like, the international award-winning Legacy Project – which showcases endangered Indian artforms via Limited Edition Packs & provides tangible livelihood support to artisans. Recognized internationally & in India by some of the most prestigious awards in the world for creative excellence, The Legacy Project won the Bronze Pencil at One Show Awards (New York), Merit at D&AD Awards (UK), Bronze at Spikes Asia and multiple honours at Kyoorius Creative Awards.
Also, the 100 Pipers Play for a Cause platform that has been leveraging music for many years to raise awareness & funds for various social causes like meals for underprivileged, flood relief, etc. in addition to supporting the partnering musicians.
In addition to trendsetting campaigns, the young, aspirational consumers have also taken well to the newly launched 100 Pipers Blended Malt Scotch, Aged 8 Years. This category-first 100% Malt Scotch seeks to give younger consumers a unique experience that welcomes them into the world of Malt Scotch. With the discerning consumer increasingly experimenting with Malts, this eclectic and premium scotch showcases its craftsmanship and heritage that dates back to decades of scotch whisky making.
Overall, our strong performance over the years is a testament to great product craftsmanship, category first innovations, our differentiated & aspirational brand communication and purpose-led initiatives – all coming together to help us build greater stature esp. amongst the younger consumers.”