Pernod Ricard India’s first luxury Indian Single Malt Longitude 77 goes global with launch in Dubai

by  EVENTFAQS Bureau Industry Watch | February 26, 2024 | News

Indian Single Malt Longitude 77 Dubai

Following a remarkable India launch in December 2023, Longitude 77, the luxury Indian single malt from the House of Pernod Ricard India launched in Dubai. Taking the best of Indian craftsmanship to the world, the brand officially announced the expansion of its footprint in a splendid evening showcasing the brand philosophy of an India Reimagined through the lens of a fashion showcase featuring globally renowned Indian designers. Tailored exclusively for connoisseurs of authentic contemporary Indian luxury, the evening embodied Longitude 77’s vision to represent India’s rich culture, historical craftsmanship, unique terroir and its enchanting spirit. It was symbolic of the line that runs through the heart and soul of India, the line that gives the brand its name. 

A mesmerizing fashion showcase unfolded, seamlessly embodying the brand's essence of 'India Reimagined'. With Kubbra Sait as the narrator, the showcase took the audience on a journey through some of India’s finest experiences, from the North to the South. The fashion showcase was curated by Ashish Soni, a prolific designer himself, with other renowned designers like JJ Valaya, Varun Bahl, Rajesh Pratap Singh and Shantanu & Nikhil, who are not only known for their art and craftsmanship but have also put Indian fashion on the world map. Together with eminent personalities from different walks of life – Zaheer Khan, Sagarika Ghatge, Kanika Kapoor, Ujjwala Raut, and Farhana Bodi – who represent the contemporary spirit of India, the evening put the spotlight on the longitude of India. Contemporary Indian chef Prateek Sadhu curated a unique culinary experience using fine ingredients from across India.

Present at the grand launch in Dubai were Jean Touboul, CEO, Pernod Ricard India and Pierre-Aymeric Du Cray, Managing Director, Pernod Ricard Gulf, who spoke about the vision of Longitude 77. To elevate the brand experience and raise a toast to the enchanting spirit of India, Zoran, a renowned whisky connoisseur conducted a mini masterclass for the guests, showing them how to truly appreciate and savor the liquid for a memorable experience.

Jean Touboul, CEO, Pernod Ricard India said, “The conception of Longitude 77 is backed by Pernod Ricard India’s 30 years of know-how and experience in crafting quality liquids. Steadfast in our dedication to propel India's presence in the luxury sector, we are taking Pernod Ricard India's first Indian single malt, Longitude77, to the global platform with a grand launch in Dubai. This is a milestone moment in the company’s journey in India so far. It is a celebration of the nation's enchanting spirit and rich craftsmanship on a global stage.”

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “The launch of our Indian single malt, Longitude 77 in Dubai is a proud moment for Pernod Ricard India. It is a testament to the growing popularity of Indian single malts across borders, and we are excited to be at the forefront of this shift. It is a moment of celebration for the Indian single malt industry at large. Our global expansion plans are set in motion and Dubai is a significant first step for us. Dubai stands as a beacon of luxury, blending cultural heritage with a forward-thinking spirit. We are confident that Longitude 77 will be appreciated by seekers of authentic contemporary luxury in Dubai as well.

Pierre-Aymeric Du Cray, Managing Director, Pernod Ricard Gulf said, “As part of the global expansion strategy for Pernod Ricard India’s first-ever Indian single malt Longitude 77, Dubai stands out as a key market. Popular for its modern luxury scene and attracting affluent individuals from around the world, Dubai is the ideal destination for a premium Indian single malt that appeals to seekers of authentic contemporary luxury. I am sure that discerning consumers in the Gulf will admire the product and commend the values the brand brings with it.”