MUMBAI: Tilaknagar Industries, maker of Mansion House brandy is acquiring the Imperial Blue business from the Indian unit of French liquor giant Pernod Ricard in a Rs 4,150-crore all-cash deal to “fast-track” its foray into the whisky segment. The transaction includes deferred payment of Rs 282 crore, to be paid four years after the deal, which is expected to close in six months, the company said in a late night filing on Wednesday. The acquisition, pegged to be the largest in the local alcoholic beverages space by an Indian company, will allow Tilaknagar, which has a big share in brandy space to build a strong whisky portfolio across premium price-points, tapping into growing premiumisation trend besides expanding its distribution reach. Imperial Blue, for which India is the biggest market with over 90% of its sales, is the third-largest whisky brand in the country by volume. With a sales volume of 22.4 million cases, Imperial Blue accounts for about a 9% volume share in the whisky category. To give a broader perspective of the whisky market, about 79 million cases are sold annually in India. “Having achieved leadership in the brandy segment, it is now time for us to broaden our portfolio and cater to India’s diverse and evolving consumer base. While we continue to grow our business organically, this strategic acquisition allows us to enter the whisky category with one of the country’s most trusted and admired brands,” said Amit Dahanukar, chairman and MD at Tilaknagar Industries. For Pernod Ricard, the sale of the Imperial Blue business will allow it to sharpen its focus on more profitable and faster growing brands in India., like in the rest of the world, said chairman and CEO Alexandre Ricard.
