Malt, India brand ventured into it

India: First Luxury Single Malt Makes Global Debut

2 mins read

Pernod Ricard, India’s first luxury Indian Single Malt, Longitude 77, made its global debut in Dubai following its remarkable launch in India in December 2023. The event, a splendid evening showcasing the brand’s philosophy of ‘India Reimagined,’ featured a fashion showcase curated by globally renowned Indian designers, embodying the essence of authentic contemporary Indian luxury.

Narrated by Kubbra Sait, the fashion showcase took the audience on a journey through India’s finest experiences, from the North to the South, curated by prolific designer Ashish Soni. Renowned designers like JJ Valaya, Varun Bahl, Rajesh Pratap Singh, and Shantanu & Nikhil, along with eminent personalities like Zaheer Khan, Sagarika Ghatge, Kanika Kapoor, Ujjwala Raut, and Farhana Bodi, represented the contemporary spirit of India.

To enhance the brand experience, a mini masterclass was conducted by whisky connoisseur Zoran, guiding guests on how to truly appreciate and savour Longitude 77. Speaking at the launch, Jean Touboul, CEO of Pernod Ricard India, highlighted the milestone moment, celebrating India’s enchanting spirit and rich craftsmanship on a global stage.

Kartik Mohindra, Chief Marketing Officer of Pernod Ricard India, expressed pride in taking Longitude 77 to the global platform, emphasising the growing popularity of Indian single malts across borders. Pierre-Aymeric Du Cray, Managing Director of Pernod Ricard Gulf, underscored Dubai’s significance as a key market for Longitude 77, known for its modern luxury scene and affluent clientele.

The launch in Dubai marks a significant milestone in Pernod Ricard India’s journey, showcasing India’s presence in the luxury sector and reinforcing the brand’s commitment to authentic contemporary luxury on a global scale.