‘Quality over quantity’: Pernod Ricard prioritises ultra-prestige portfolio to satisfy growing appetite for premium and niche spirits

Pernod Ricard is home to more than 240 brands, including Chivas Regal, Ballantine’s, Royal Salute, and The Glenlivet, which are distributed in over 160 countries and have direct presence in 75 markets.

Specifically for the whiskey category, the company has observed that consumption habits have significantly evolved over the years, with Asia displaying the most important growth.

“Scotch whisky consumption in Asia has grown so much that it has overtaken Europe. In Singapore, in particular, we have witnessed a remarkable shift towards the premium end of the whiskey spectrum. As consumers become more knowledgeable and discerning, they are showing a greater willingness to invest in high-quality whiskeys for appreciation, gifting, and collection. ​

“We are seeing an increased demand for prestige spirits, reflecting a ‘quality over quantity’ mindset — people may be drinking less, but they are choosing better. These present more opportunities for brands to tap on, with consumption spikes during various festive occasions such as Christmas, Chinese New Year, Deepavali etc., on top of functions like weddings and business conventions,”​ Alex Liu, Pernod Ricard Singapore Country Manager, told FoodNavigator-Asia​.

Pernod Ricard’s ultra-prestige portfolio, featuring Martell XXO and L’Or de Jean Martell cognacs, Royal Salute whiskeys, The Glenlivet single malt whiskeys, Perrier-Jouët champagnes, and Código tequilas, are aimed at satisfying these “refined palates”.

“We will prioritise growing awareness and availability of these brands in the right venues to tap into the mushrooming prestige spirits market.​ Additionally, we are exploring the expansion of our craft spirits portfolio to​ meet ​the rising appetite for premium, niche spirits, including agave-based tequilas and mezcals.​

“Consumers are not only seeking well-crafted, high-quality products, but also unique experiences. This trend is amplified by the burgeoning cocktail and craft spirits bar scene. Monkey 47 gin and Código tequila are already favourites among bartenders and cocktail enthusiasts, and we aim to nurture these brands through immersive experiences in these drink venues.”  ​

Liu acknowledged that the challenging operating environment would persist in 2025, but Pernod Ricard’s brands have demonstrated strong resilience in Asia, and the company will continue to invest in them.

“Singapore remains a key strategic market for us, both geographically and commercially, serving as a central hub for our business across South East Asia. Our efforts will focus on maintaining a strong local presence, especially with our flagship brands like Martell and Chivas Regal.” ​

Asia-exclusive launch​

According to Liu, the increased demand in Asia has driven brands to innovate and offer new flavours, as well as partake in cross-industry collaborations to “bridge the worlds of art, fashion and whiskey appreciation”.

For instance, Royal Salute’s “Enter the New Kingdom” campaign has seen the introduction of more than 10 new expressions in Singapore over the past two years.

Launched in 1953 to mark the coronation of Queen Elizabeth II and the 21-gun salute that honoured her, Royal Salute only produces whiskies aged a minimum of 21 years.

The brand recently released its first-ever cognac cask finished whiskey, named 24 Years Old Cognac Cask Finish, an Asia-exclusive that is currently available in Singapore, China, Hong Kong, Taiwan, and Malaysia.

The expression is characterised by an opulent yet harmonious blend of fruity, spicy, and oaky notes aimed at appealing to Asian consumers, who “generally enjoy spices and rich flavours that are already dominant across different cuisines”.

This new product targets “ambitious and adventurous” millennials between the ages of 25 to 45 who have more income at their disposal and exposure to different styles of spirits than the generation before them.

“We’re looking at drinkers who are excited ​with discovering new flavours and experiences, and would often seek out stories to learn about a brand’s heritage and craft before investing in a spirit.​

“Scotch whiskies have been enjoying an uptake of young wealthy consumers across Asian markets. While every market is different, there’s a common thread of consumers becoming more discerning of products and their quality, especially in mature and diversified markets like Singapore, Hong Kong, and Taiwan.”​

A market worth noting is China, which Liu said has experienced the most growth and is now the company’s second largest market.

This is attributed to the cultural habit of gifting premium whiskies as a token of appreciation, and opening bottles at key occasions to “flaunt generosity and sophistication”.

To emphasise its Asian-market exclusivity, the 24 Years Old Cognac Cask Finish is housed in a limited-edition flagon glazed in striking red that symbolises success, royalty and auspiciousness in eastern cultures.

In addition, the illustrations on the packaging were also designed with Asian consumers in mind. For example, pheasants and cranes represent good luck and elegance, while oriental flowers like peonies, water lilies and chrysanthemums have been chosen to signify prosperity, joy, and the circle of life, respectively.