Imperial Blue is associated with the beverage industry and deals in manufacturing and marketing of whisky. It is of Indian origins and is owned and distributed by its parent company Pernod Ricard.
The brand was launched by Seagram in the year 1997 but was later purchased by Pernod Ricard in the year 2002. Imperial Blue is ranked at the third position in the best-selling category for premium whisky. Some of its main competitors are as follows-
Officer’s Choice
McDowell’s Reserve
Bagpiper
Original Choice
Haywards Fine
Place in the Marketing Mix Of Imperial Blue:
Imperial Blue is one of the greatest and prime brands related to deluxe whiskies and has formed a large market base spread over most parts of India. Pernod Ricard acquired a bottling facility at Kolhapur in Maharashtra and another company UAL. It later overtook Indian operations of Seagram’s and merged it with UAL to become a single entity
Market segment of the imperial Blue;
Imperial Blue has targeted the male section of society belonging to age-group 25-35 as its primary customer with an apt tagline “Men will be Men”. As advertising of beverages with alcoholic content is banned in India, the brand has adopted the surrogate advertising strategy.
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