The French spirits company, Pernod Ricard, has put its Imperial Blue whisky brand up for sale in India, according to media reports. 

This shift comes as the spirits seller aims to focus its attention on premium labels like Glenlivet, Jameson, and Chivas Regal. 

According to BlueWeave, India's Whiskey Market size was estimated at USD 21.13 billion in 2023. During the forecast period between 2024 and 2030, the size of India's Whiskey Market is projected to grow at a CAGR of 4.61% reaching a value of USD 28.97 billion by 2030. This potential sale reflects a shift towards higher-margin, premium spirits as Pernod Ricard prioritises profitability in an increasingly competitive market. 

The French company has enlisted Goldman Sachs to find a buyer for the brand, which sells around 20 million cases annually. The sale could earn Pernod Ricard up to INR 5,000 crore according to reports. 

This move comes as Imperial Blue's sales have steadily declined since their 2019 peak, despite selling 22.8 million nine-litre cases in 2023. The decision reflects a broader industry trend, similar to rival Diageo’s strategy when it sold several low-margin Indian brands to Inbrew Beverages in 2022.

Adding to the brand's challenges, its long-standing “Men Will Be Men” tagline has drawn criticism for promoting outdated masculinity stereotypes. As consumers lean toward more inclusive values, this tagline may have contributed to the decision to sell. 

In today's society, being tone-deaf is not an option for brands, particularly when it comes to sensitive or stereotypical taglines. The tagline that Imperial Blue has milked for years highlights how such stereotypes can negatively impact brand perception. This kind of messaging not only fails to resonate with a more informed and progressive audience but can also contribute to societal harm by reinforcing harmful clichés.

With the sale still in the early stages, sources suggest that private equity and alcohol companies could be potential buyers. Neither Pernod Ricard nor Goldman Sachs has commented on the matter, in the media, at the time of publishing this story.