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

Brian Carruthers

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 CarruthersWarc

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...

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