How Seagram’s 100 Pipers Dominates The Indian Scotch Whisky Market
Seagram’s 100 Pipers, India’s largest selling blended Scotch brand, made history once again in the annual cycle July 2020- June 2021 by clocking 1 Million+ cases in sales. It is the first and only Scotch Whisky in the country to achieve this milestone, that too twice.
Launched in 1995 in India, 100 Pipers Scotch from the Pernod Ricard Group, has dominated the market as the undisputed market leader, in the standard `Bottled in India’ Scotch segment. 100 Pipers is also the second-largest Blended Scotch in Asia.
It’s premium variant ‘100 Pipers Blended Scotch, Aged 12 years’ crossed 100,000 Cases in annual sales for the first time ever since its launch in 2012. A notable performance by the aged variant – it is now the largest selling 12 Year Old Scotch in India, confirming that “Age Matters” to the discerning Indian scotch afficionado.
Asserting its dominance in the Scotch whisky market, the brand had recently launched a game-changing innovation ‘100 Pipers Blended Malt Scotch, Aged 8 Years’. A blend of only Single Malts, this is the first and only ‘100% Malt Scotch’ in its segment.
Seagram’s 100 Pipers’ burgeoning popularity has much to do with its unique product range and strong consumer resonance with its purpose-led initiatives due to their uniqueness, authenticity and credibility.
Like, the international award-winning Legacy Project – which showcases endangered Indian artforms via Limited Edition Packs and provides tangible livelihood support to artisans. Recognized internationally and in India by some of the most prestigious awards in the world for creative excellence, The Legacy Project won the Bronze Pencil at One Show Awards (New York), Merit at D&AD Awards (UK), Bronze at Spikes Asia and multiple honours at Kyoorius Creative Awards.
Also, the 100 Pipers Play for a Cause platform that has been leveraging music for many years to raise awareness and funds for various social causes like meals for underprivileged, flood relief, etc. in addition to supporting the partnering musicians.
With a global footprint spanning 8 countries across Asia, Europe, Africa, Middle East & South America, 100 Pipers brings a truly international experience to the Indian consumers, with the widest range of unique Scotch variants.
100 Pipers Deluxe, the brand’s oldest offering in Indian market, is made by blending around 30 of the finest whiskies from the most renowned Scotch making regions of Scotland. Its full-bodied, mellow flavor perfectly pairs with well-balanced notes of fruitiness and soft smokiness.
For those who like a more complex composition, there is 100 Pipers 12 Years Old Blended Scotch, which has been aged for minimum 12 years. The youngest whisky in this blend has been aged for at least 12 yrs, making it that much more exclusive. It is simultaneously heavy, sweet and rounded, with an elegant floral finish due to subtle oak and vanilla notes.
Launched in 2020, the brand’s newest variant, 100 Pipers Blended Malt Scotch Aged 8 yrs, is already making waves. This category-first 100% Malt Scotch seeks to give younger consumers a unique experience that welcomes them into the world of Malt Scotch. With the discerning consumer increasingly experimenting with Malts, this eclectic and premium scotch showcases its craftsmanship and heritage that dates back to decades of scotch whisky making.
As the largest whisky market in the world, India’s scotch segment continues to be highly aspirational for whisky consumers. With sales hitting bigger benchmarks across variants and a keen eye on leading innovation, Seagram’s 100 Pipers is poised to continue as the dominant force in the market.