Semiotics and qual: how Pernod Ricard reimagined whisky for India's youth

This event report describes how Pernod Ricard, the international alcoholic beverage brand recast the brand for a young Indian audience by exploring a more nuanced idea of success than just wealth.

Semiotics and qual: how Pernod Ricard reimagined whisky for India's youth

Brian Carruthers Warc

Scotland might be the home of whisky, but India is the largest whisky market in the world. Not only that, a third of potential consumers there are under the age of 30 and every year another 1 million consumers reach drinking age. Consequently, most d

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