Suntory Revives Bid to Acquire Indian Whisky Brand Imperial Blue

Japanese multinational Suntory has reportedly renewed its bid to acquire Indian whisky brand Imperial Blue, currently owned by Pernod Ricard. Previous major competitor Tilaknagar Industries faced funding issues.

Suntory showed interest in Imperial Blue last year but later withdrew. With Tilaknagar Industries now struggling financially, Suntory has emerged as a potential buyer again. While Suntory declined to confirm the rumors, it did not deny its interest in the brand.

Launched in 1997, Imperial Blue is India's third-largest whisky brand but has seen stagnant sales recently. Its market share dropped 4% over the past five years, with 2024 sales reaching only 22.2 million cases. This aligns with Indian consumers' growing preference for premium products.

Suntory is aggressively expanding in India, establishing Suntory India Private Limited in June 2024. CEO Takeshi Niinami aims for India to contribute double-digit revenue share within 5-10 years. Acquiring Imperial Blue could be key to boosting its market presence.

2025-06-26

Source - https-//www.thedrinksbusiness.com/2025/06/suntory-revives-bid-to-buy-imperial-blue-indian-whisky/