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Diageo and Pernod Ricard start whisky price war

Published:  23 July, 2008

INDIA: Global drinks giants Diageo and Pernod Ricard have dropped prices of their front-line Scotch whiskies by 10-30% ahead of Diwali on November 9

Whisky brands from the two companies will be discounted across the country except Maharashtra.

Diageo has kicked off a price reduction on its Johnnie Walker Black and Red Labels and arch rival Pernod Ricard is following suit with an almost similar pricing strategy on Chivas Regal and Ballantine's Scotch whiskies.

Pernod Ricard brands may only see a price reduction of up to 30% even as Diageo has gone in for a drop as high as 38% in a few markets.

"We expect a significant momentum from the price reduction, especially with the festival and marriage season kicking in," said Asif Adil, managing director of Diageo India.

"We are offering incentives on bulk purchases and also providing Johnnie Walker bar tenders as an integrated service for marriage parties."

Diageo is also planning to discount other brands in India like Ciroc Vodka, Baileys Liqueur and Johnnie Walker Gold and Blue Labels.