Imperial Blue Seagram

Imperial Blue became one of India is most loved everyday whiskies largely through one of the most successful advertising campaigns in Indian marketing history — Men Will Be Men. The campaign ran for over two decades and created cultural resonance that went far beyond the product. The whisky itself is smooth, light and ideal for mixing with cola or soda which matches how most Indians drink whisky in casual settings. At Rs 560 in Delhi it is accessible to a very wide income range. The combination of smart marketing and an honest product at the right price explains the sustained popularity.

Imperial Blue and McDowell is No.1 are both popular IMFL whiskies at similar price points but they have different characters. Imperial Blue is smoother and lighter — designed specifically for mixing. McDowell is No.1 has slightly more body and a warmer vanilla note that makes it marginally more interesting neat. McDowell is costs around Rs 620 in Delhi versus Rs 560 for Imperial Blue. For mixing with cola, Imperial Blue is the superior choice. For drinking neat or with water, McDowell is No.1 offers slightly more character for the small extra spend.

Imperial Blue is designed for smoothness above all else. The flavour profile is light grain character, mild vanilla sweetness and a very gentle spice that is barely perceptible. There is nothing challenging or complex — it is engineered to be as accessible as possible for the widest audience. Neat it is pleasant but unremarkable. With cola and ice it becomes genuinely enjoyable — the cola adds the sweetness and carbonation that the whisky is designed to complement. Add a squeeze of lemon and you have one of India is most popular evening drinks.

Yes, Imperial Blue is one of the most widely available whiskies in small format bottles across India. The 90ml bottle is common at highway shops, hotels and events. The 180ml is available at most liquor stores across all states. These small formats are a significant part of why Imperial Blue has such broad reach — many consumers buy 180ml regularly rather than committing to a full 750ml bottle. In Delhi the 180ml is priced at around Rs 160, making it one of the most affordable alcohol purchases in the country.

Imperial Blue is made by Seagram India, which is now owned by Pernod Ricard — the French spirits giant that also owns Chivas Regal, Glenlivet, Absolut and Jameson among many others. Pernod Ricard acquired Seagram is spirits business in 2001. The Indian IMFL portfolio including Royal Stag and Imperial Blue operates somewhat independently from the premium international brands but benefits from Pernod Ricard is global distribution and production expertise. It is an interesting situation where the world is second largest spirits company makes both Chivas Regal 18 and Imperial Blue.