Royal Stage

 

Royal stag :It's your life, make it large

Royal Stag, also known as Seagram’s Royal Stag, is a brand of Indian whisky, owned by Pernod Ricard, and launched in 1995. It is Pernod Ricard India’s leading brand and the Group’s largest by volume of sales.It is the first whisky brand launched in India which did not use any artificial flavour.Seagram's global business was jointly acquired by Pernod Ricard and Diageo in December 2000. The two companies later split Seagram's business based on the previously announced framework agreement signed between them.

Pernod Ricard launched a premium version of Royal Stag, called Royal Stag Barrel Select in December 2011 in India, Gulf and a few other Asian markets.

United Kingdom-based branding and packaging consultants CARTILS developed the strategic positioning, branding, bottle shape, packaging and mono carton for Barrel Select.

So far, Royal Stag was associates with mass driven activities like cricket, movies and music which have build an immediate connect with the Indian audiences.Royal stag initiated an interesting campaign that depicts the exact ethos of the brand and its positioning. 

. One of its kinds with a fresh approach that can keep every user hooked. Royal stag came with a brilliant concept, achieved with a simple approach, wins my heart at every stage of the campaign.

Social Media is one platform where users always tend to incline towards activities that are simple, yet innovative. Royal stag has a very active digital presence considering some of the leading campaigns created by the brand. Royal stag has created a simple and innovative video for the campaign.

The Royal Stag brand often sponsors musical and sporting events. It sponsored the Sahara Cup matches in Toronto, Canada from 1996 to 1999. Under the name "Seagram's Royal Stag Mega Music", the brand sponsored a multi-city music tour featuring Strings, along with Saif Ali Khan (then brand ambassador) and Indian rock 'n roll band Parikrama in January 2008. Royal Stag is the title sponsor of the Mirchi Music Awards.

Marketing strategy : 

Royal Stag is placed in the deluxe segment of the Indian whisky market and is priced to target the upper middle class aged 25–40 years.Royal Stag also faces competition from Radico Khaitan's 8 PM Royale,Mason & Summers' "Royal Crown",United Spirits Ltd's Royal Mist whiskies[26] and Allied Blenders & Distilleries (ABD)'s Officer's Choice Black.

In 2002, Seagram's Imperial Blue and Royal Stag were emerged as fasted growing brands in domestic market. Royal Stag saw 53% rise in its sale from 1.12 million cases in 2001 to 1.75 million case in 2002. In 2010, Royal Stag first time crossed the mark of 10 million cases and Pernod Ricard became the first multinational company to cross this mark in India. In 2013 calendar month, Royal Stag first time crossed retail sale worth more than $1 billion. It had a total of $1.3 billion in retail sale. Royal Stag sold 16.1 million cases in 2014 and remained the third biggest-selling whisky in India from 2011 behind Officer's Choice and McDowell's No.1.