Royal Stag
{{Short description|Brand of Indian whisky}}
{{good article}}
{{EngvarB|date=February 2014}}
{{Use dmy dates|date=November 2020}}
{{Infobox beverage
| name = Royal Stag
| image = Royal Stag Logo.png
| caption =
| type = Whisky
| abv = 42.8% in most countries
| manufacturer = Pernod Ricard
| distributor = Pernod Ricard
| origin = India
| introduced = 1995
| discontinued =
| colour = Whisky, Golden
| flavour = {{bulleted list|Aroma: Leafy [like cut grass], woody fruity [tropical fruit] with a touch of smoke [like burnt wood]|Taste: Medium bodied, rounded|Mouth feel: Smooth with a touch of smoke}}
| ingredients = Scotch malts blended with grain spirits
| variants = {{unbulleted list|Royal Stag|Royal Stag Barrel Select}}
| related = {{unbulleted list|Royal Challenge|Seagram's Imperial Blue|Seagram's Blenders Pride|Chivas Regal|Seagram's 100 Pipers}}
| website = [http://pernod-ricard.com/549/brands/see-all-brands/local-brands/royal-stag Pernod-Ricard.com/Royal-Stag]
}}
Royal Stag, also known as Seagram's Royal Stag, is an Indian whisky launched in 1995. It is available in many countries across the world in various pack sizes. It is Pernod Ricard's best selling brand by volume. It is a blend of grain spirits and imported Scotch malts. It is commonly available in 1 L, 750 mL, 375 mL and 180 mL bottles and also available in 90 mL and 60 mL bottles. The brand is named after a species of deer famous for its antlers, that is also featured in its logo. It is produced in several company-owned as well as bottler-owned distilleries. It was the first whisky brand launched in India that did not use any artificial flavours.
Pernod Ricard has identified Royal Stag along with Seagram's Imperial Blue, Seagram's Blenders Pride, Chivas Regal and Seagram's 100 Pipers as the company's five core brands to build its spirits business in India. Royal Stag sold 12.3 million cases in 2011, toppling Absolut Vodka, to become Pernod Ricard's biggest selling brand in its global portfolio of alcoholic beverages. Royal Stag sold 18 million cases in 2016.
History
{{main|Seagram#History}}
Seagram's https://emadira.com/top-whiskey-brands-in-india/ Royal Stag whisky, a blend of grain spirits and imported Scotch malts, was launched in 1995.{{cite encyclopedia |url=http://www.britannica.com/topic/Seagram-Company-Ltd |title=Seagram Company Ltd. | Canadian company |encyclopedia=Encyclopædia Britannica |access-date=2016-01-17 |url-status=live |archive-url=https://web.archive.org/web/20150907221953/http://www.britannica.com/topic/Seagram-Company-Ltd |archive-date=7 September 2015}}{{cite news |url=http://www.financialexpress.com/news/pernodricardindiasettotakeoverseagram&8217%3bslocaloperationsthisweek/37339 |title=Pernod Ricard India set to take over Seagram's local operations this week |newspaper=The Financial Express |date=12 February 2002 |url-status=live |archive-url=https://web.archive.org/web/20140222015600/http://www.financialexpress.com/news/pernodricardindiasettotakeoverseagram%268217%3Bslocaloperationsthisweek/37339 |archive-date=22 February 2014}}{{cite web|url=http://articles.economictimes.indiatimes.com/2011-06-24/news/29699224_1_liquor-brands-indian-liquor-spoof |archive-url=https://archive.today/20130616030639/http://articles.economictimes.indiatimes.com/2011-06-24/news/29699224_1_liquor-brands-indian-liquor-spoof |url-status=dead |archive-date=16 June 2013 |title=McDowell's No.1 Platinum advertisement featuring MS Dhoni takes a dig at Royal Stag |work=The Economic Times |date=24 June 2011}}{{cite web|author=prince mathews thomas |url=http://www.thehindubusinessline.com/blink/cover/amrut-distilleries-a-case-of-reverse-snobbery/article7407289.ece |title=A case of reverse snobbery |work=Business Line |date=2015-07-10 |access-date=2016-01-14}} The brand redefined the spirits space by not using molasses but choosing instead to pioneer grain spirit blended with Scotch malts. It is named after a deer species known for long antlers.{{cite web |url=https://royalstagwisky.wordpress.com/2008/07/24/royal-stag/ |title=Royal Stag | Royal Stag |publisher=Royalstagwisky.wordpress.com |date=2008-07-24 |access-date=2016-01-14 |url-status=live |archive-url=https://web.archive.org/web/20160304215258/https://royalstagwisky.wordpress.com/2008/07/24/royal-stag/ |archive-date=4 March 2016}}{{cite web |url=http://himalayandistillery.com/product/test/?age-verified=e7eb99d33d |title=Seagram's Royal Stag-Deluxe Whiskey |publisher=Himalayandistillery.com |date=2000-10-10 |access-date=2016-01-14 |url-status=live |archive-url=https://web.archive.org/web/20160304104531/http://himalayandistillery.com/product/test/?age-verified=e7eb99d33d |archive-date=4 March 2016}}
It is the first whisky brand launched in India which did not use any artificial flavour.{{cite web|author=Our Bureau |url=http://www.thehindubusinessline.com/todays-paper/tp-marketing/standards-council-finds-34-ads-misleading/article2063467.ece |title=Standards council finds 34 ads misleading |work=Business Line |date=2011-05-31 |access-date=2016-01-13}} Seagram's global business was jointly acquired by Pernod Ricard and Diageo in December 2000. The two companies later split Seagram's business based on the previously announced framework agreement signed between them and Royal Stag became a Pernod Ricard brand.{{cite news |last=Kapner |first=Suzanne |url=https://www.nytimes.com/2000/12/20/business/diageo-and-pernod-buy-and-divide-up-seagram-beverage-assets.html |title=Diageo and Pernod Buy and Divide Up Seagram Beverage Assets |newspaper=The New York Times |date=2000-12-20 |access-date=2016-01-14 |url-status=live |archive-url=https://web.archive.org/web/20160305025310/http://www.nytimes.com/2000/12/20/business/diageo-and-pernod-buy-and-divide-up-seagram-beverage-assets.html |archive-date=5 March 2016}}{{cite web |url=http://www.prnewswire.co.uk/news-releases/pernod-ricard-to-acquire-seagram-spirits--wine-jointly-with-diageo-154726735.html |title=Pernod Ricard to acquire Seagram Spirits & Wine jointly with Diageo |publisher=Prnewswire.co.uk |date=20 December 2000 |url-status=live |archive-url=https://web.archive.org/web/20140221110231/http://www.prnewswire.co.uk/news-releases/pernod-ricard-to-acquire-seagram-spirits--wine-jointly-with-diageo-154726735.html |archive-date=21 February 2014}}
In calendar year 2001, Royal Stag was selling over 125,000 cases per month{{cite web|author=Arshdeep Sehgal |url=http://articles.economictimes.indiatimes.com/2001-11-20/news/27468612_1_indian-whisky-mcdowell-no1-whisky-brands |archive-url=https://archive.today/20130616030529/http://articles.economictimes.indiatimes.com/2001-11-20/news/27468612_1_indian-whisky-mcdowell-no1-whisky-brands |url-status=dead |archive-date=16 June 2013 |title=Desi whiskies go classy |work=The Economic Times |date=20 November 2001}} and sold approximately 1.75 million cases in 2002. The brand's annualised sales during the 2004 calendar year crossed 3 million cases,{{cite web |url=http://www.thehindubusinessline.com/todays-paper/tp-marketing/seagram-identifies-5-core-brands-to-build-spirits-biz/article2173196.ece |title=Seagram identifies 5 core brands to build spirits biz |work=Business Line |date=31 March 2005 |url-status=live |archive-url=https://web.archive.org/web/20131224084121/http://www.thehindubusinessline.com/todays-paper/tp-marketing/seagram-identifies-5-core-brands-to-build-spirits-biz/article2173196.ece |archive-date=24 December 2013}} and increased to nearly 4 million cases in 2006.{{cite web|author=M Padmakshan |url=http://articles.economictimes.indiatimes.com/2006-10-23/news/27465256_1_indian-wine-global-wine-wine-brands |archive-url=https://archive.today/20130616030413/http://articles.economictimes.indiatimes.com/2006-10-23/news/27465256_1_indian-wine-global-wine-wine-brands |url-status=dead |archive-date=16 June 2013 |title=Seagram to roll out locally made wines |work=The Economic Times |date=23 October 2006}} Royal Stag was ranked second among Indian spirits brands in Impact International's 2008 list of "Top 100 Brands at Retail Value" with a retail value of US$505 million.{{cite web|author=Boby Kurian |url=http://articles.economictimes.indiatimes.com/2009-03-05/news/28410750_1_united-spirits-diageo-s-smirnoff-single-brand |archive-url=https://archive.today/20130616030652/http://articles.economictimes.indiatimes.com/2009-03-05/news/28410750_1_united-spirits-diageo-s-smirnoff-single-brand |url-status=dead |archive-date=16 June 2013 |title=McDowell's in top10 global spirits league |work=The Economic Times |date=5 March 2009}} The brand reported sales of 8 million cases in 2009 and nearly 10.6 million cases in 2010.{{cite web |url=http://timesofindia.indiatimes.com/business/india-business/royal-stag-officers-choice-challenge-mallyas-empire/articleshow/7109285.cms |title=Royal Stag, Officer's Choice challenge Mallya's empire |newspaper=The Times of India |date=16 December 2010 |url-status=live |archive-url=https://web.archive.org/web/20101219141010/http://timesofindia.indiatimes.com/business/india-business/Royal-Stag-Officers-Choice-challenge-Mallyas-empire/articleshow/7109285.cms |archive-date=19 December 2010}}
Royal Stag sold 12.3 million cases in 2011, toppling Absolut Vodka which sold 11.3 million cases, to become Pernod Ricard's biggest selling brand in its global portfolio of alcoholic beverages.{{cite web|url=http://articles.economictimes.indiatimes.com/2012-02-10/news/31046365_1_whisky-brand-blender-s-pride |archive-url=https://archive.today/20130616030610/http://articles.economictimes.indiatimes.com/2012-02-10/news/31046365_1_whisky-brand-blender-s-pride |url-status=dead |archive-date=16 June 2013 |title=Royal Stag topples Absolut Vodka to lead volume chart in Pernod's portfolio |work=The Economic Times |date=10 February 2012}}
Pernod Ricard launched a premium version of Royal Stag, called Royal Stag Barrel Select in December 2011 in India, Gulf and a few other Asian markets.{{cite web |url=http://www.thedrinksbusiness.com/2012/01/pernod-ricard-india-raises-local-whisky-price-bar/ |title=Pernod Ricard India raises local whiskey price bar |publisher=Thedrinksbusiness.com |date=3 January 2012 |url-status=live |archive-url=https://web.archive.org/web/20130616100934/http://www.thedrinksbusiness.com/2012/01/pernod-ricard-india-raises-local-whisky-price-bar/ |archive-date=16 June 2013}} In the Indian whisky market, Barrel Select is positioned between the deluxe and premium segment occupied by the company's Royal Stag and Blenders Pride brands respectively.{{cite web|author=Sarah Jacob |url=http://articles.economictimes.indiatimes.com/2011-12-30/news/30572941_1_whisky-blender-s-pride-premium-segment |archive-url=https://archive.today/20130616030614/http://articles.economictimes.indiatimes.com/2011-12-30/news/30572941_1_whisky-blender-s-pride-premium-segment |url-status=dead |archive-date=16 June 2013 |title=Pernod Ricard India rolls out costliest whisky in India – Economic Times |work=The Economic Times |date=30 December 2011}} United Kingdom-based branding and packaging consultants CARTILS developed the strategic positioning, branding, bottle shape, packaging and mono carton for Barrel Select. CARTILS felt it was necessary to retain brand familiarity whilst elevating Barrel Select to a more premium level than Royal Stag, to avoid portfolio cannibalisation. The Barrel Select bottle has rectangular shape similar to Royal Stag, but it has been tapered. The bottle also features a dominantly positioned, gold two-tone illustration of the stag that is part of the Royal Stag logo.{{cite web |url=http://www.thedieline.com/blog/2012/3/7/royal-stag-barrel-select.html |title=Royal Stag Barrel Select |publisher=The Dieline |date=7 March 2012 |url-status=live |archive-url=https://web.archive.org/web/20130513204443/http://www.thedieline.com/blog/2012/3/7/royal-stag-barrel-select.html |archive-date=13 May 2013}}{{cite web |url=http://startingmonday.co.in/blog/new-packaging-new-royal-stag-new-blenders-pride/ |title=New packaging, New Royal Stag. Blenders Pride |publisher=Startingmonday.co.in |date=30 June 2012 |url-status=dead |archive-url=https://web.archive.org/web/20130325064625/http://startingmonday.co.in/blog/new-packaging-new-royal-stag-new-blenders-pride |archive-date=25 March 2013}}
Marketing
Royal Stag is placed in the deluxe segment of the Indian whisky market and is priced to target the upper middle class aged 25–40 years.{{cite web |url=http://nepalitimes.com/~nepalitimes/news.php?id=4175#.Vpc-ASqzmTU |title=The spirit of the thing |newspaper=Nepali Times |access-date=2016-01-14 |url-status=live |archive-url=https://web.archive.org/web/20160304095452/http://nepalitimes.com/~nepalitimes/news.php?id=4175#.Vpc-ASqzmTU |archive-date=4 March 2016}} The brand's main national competitor, at its price point, is United Spirits Ltd's McDowell's No.1 whisky.{{cite web |url=http://www.thehindubusinessline.in/2002/02/26/stories/2002022601080900.htm |title=UB relaunches flagship brand McDowell No. 1 |work=Business Line |date=26 February 2002 |url-status=live |archive-url=https://web.archive.org/web/20140222033759/http://www.thehindubusinessline.in/2002/02/26/stories/2002022601080900.htm |archive-date=22 February 2014}} Royal Stag also faces competition from Radico Khaitan's 8 PM Royale,{{cite web |url=http://www.thehindubusinessline.in/2004/05/06/stories/2004050600490900.htm |title=Radico uncorks battle Royale with McDowell No. 1 whisky |work=Business Line |date=6 May 2004 |url-status=live |archive-url=https://web.archive.org/web/20140222032018/http://www.thehindubusinessline.in/2004/05/06/stories/2004050600490900.htm |archive-date=22 February 2014}} Mason & Summers' "Royal Crown",{{cite web |url=http://www.thehindubusinessline.com/todays-paper/tp-marketing/mason-summers-pours-out-2-more-whisky-brands/article2164379.ece |title=Mason & Summers pours out 2 more whisky brands |work=Business Line |date=4 January 2005 |url-status=live |archive-url=https://web.archive.org/web/20140222161916/http://www.thehindubusinessline.com/todays-paper/tp-marketing/mason-summers-pours-out-2-more-whisky-brands/article2164379.ece |archive-date=22 February 2014}} United Spirits Ltd's Royal Mist whiskies{{cite web |url=http://www.financialexpress.com/news/usl-launches-royal-mist-whisky-in-jharkhand/237208/0 |title=USL launches Royal Mist whisky in Jharkhand |work=The Financial Express |date=8 November 2007 |url-status=live |archive-url=https://web.archive.org/web/20140222015410/http://www.financialexpress.com/news/usl-launches-royal-mist-whisky-in-jharkhand/237208/0 |archive-date=22 February 2014}} and Allied Blenders & Distilleries (ABD)'s Officer's Choice Black.{{cite news |url=http://www.business-standard.com/article/management/after-testing-premium-waters-abd-ready-to-fight-royal-stag-114051100654_1.html |title=After testing premium waters, ABD ready to fight Royal Stag|work=Business Standard |date=11 May 2014|access-date=2016-01-13 |url-status=live |archive-url=https://web.archive.org/web/20160122011111/http://www.business-standard.com/article/management/after-testing-premium-waters-abd-ready-to-fight-royal-stag-114051100654_1.html |archive-date=22 January 2016|last1=Balakrishnan|first1=Reghu}} Pernod Ricard has identified Royal Stag along with Imperial Blue, Blenders Pride, Chivas Regal and 100 Pipers as the company's five core brands to build its spirits business in India. 5 brands have been divided in 2 categories, Chivas Regal and 100 Pipers come under "lifestyle business " category while the other brands, including Royal Stag, are designated as India-made foreign liquor (IMFL). It is marketed in 1 L, 750 ml, 375 ml and 180 ml bottles and also available in 90 ml and 60 ml bottles.{{cite web |url=http://pernod-ricard.com/549/brands/see-all-brands/local-brands/royal-stag |title=Royal Stag |publisher=Pernod Ricard |url-status=live |archive-url=https://web.archive.org/web/20130622054036/http://pernod-ricard.com/549/brands/see-all-brands/local-brands/royal-stag |archive-date=22 June 2013}} The [https://pubbarin.com Price for Royal Stag] in India vary.
Advertising alcoholic beverages is banned in India as per the Cable Television Network (Regulation) Amendment Bill, which came into effect on 8 September 2000.{{cite news |url=http://www.firstpost.com/business/end-of-good-times-on-facebook-for-alcohol-brands-410913.html |title=End of good times on Facebook for alcohol brands |work=Firstpost |access-date=2016-01-14 |url-status=live |archive-url=https://web.archive.org/web/20160407071830/http://www.firstpost.com/business/end-of-good-times-on-facebook-for-alcohol-brands-410913.html |archive-date=7 April 2016}}{{cite book|author1=Paolo Guerrieri|author2=Lelio Iapadre|author3=Georg Koopmann|title=Cultural Diversity and International Economic Integration: The Global Governance of the Audio-visual Sector |url=https://books.google.com/books?id=ihOA0QjrHL8C&pg=PA234|date= 2005|publisher=Edward Elgar Publishing|isbn=978-1-78195-844-5|page=234}} To circumvent the ban liquor manufacturers use surrogate advertising or develop associate properties.{{cite news |url=http://www.business-standard.com/article/economy-policy/surrogate-ad-law-being-strengthened-115032500035_1.html |title=Surrogate ad law being strengthened |work=Business Standard |date=25 March 2015 |access-date=2016-01-14 |url-status=live |archive-url=https://web.archive.org/web/20160201071216/http://www.business-standard.com/article/economy-policy/surrogate-ad-law-being-strengthened-115032500035_1.html |archive-date=1 February 2016|last1=Pinto |first1=Viveat Susan }} Royal Stag uses three themes – Mega Movie, Mega Music and Mega Cricket – to promote the brand.{{cite web |url=http://timesofindia.indiatimes.com/cricket/Microsite-on-Indian-cricket/articleshow/7485087.cms |title=Microsite on Indian cricket |work=The Times of India|date=2002-04-21 |access-date=2016-01-14 |url-status=live |archive-url=https://web.archive.org/web/20100118104712/http://timesofindia.indiatimes.com/cricket/Microsite-on-Indian-cricket/articleshow/7485087.cms |archive-date=18 January 2010}}{{pb}}{{cite web |url=http://nepalitimes.com/~nepalitimes/news.php?id=4175 |title=The spirit of the thing |work=Nepali Times|access-date=2016-01-14 |url-status=live |archive-url=https://web.archive.org/web/20160304095452/http://nepalitimes.com/~nepalitimes/news.php?id=4175#.VpeNuiqzmTU |archive-date=4 March 2016}} According to Seagram India's vice-president of marketing Bikram Basu, "We've developed Royal Stag Mega Cricket and Royal Stag Mega Movies to promote the brand". Mega Cricket sells cricket gear, and sponsors cricket events, and Basu claims that Mega Movies sponsors "around 8–10 national releases of Hollywood movies every year." The brand often uses cricketers and Bollywood stars in its advertising. The brand's slogan is: "It's your life, make it large".
In 2006, a Royal Stag advert featuring Harbhajan Singh without his turban, with his hair tumbling down over his shoulders, outraged orthodox Sikhs, who burnt effigies in the city of Amritsar.{{cite web |last=Coomber |first=John |url=http://www.foxsports.com.au/breaking-news/turbanators-history-with-aussies/story-e6frf33c-1111115273134 |title=Turbanator's history with Aussies |work=Fox Sports |date=8 January 2008 |url-status=live |archive-url=https://web.archive.org/web/20140419051334/http://www.foxsports.com.au/breaking-news/turbanators-history-with-aussies/story-e6frf33c-1111115273134 |archive-date=19 April 2014}} Sikh clergy and its representative body, the Shiromani Gurdwara Parbandhak Committee (SGPC) demanded an apology from Singh and demanded that Pernod Ricard India withdraw the ad, which the SGPC termed, an "offensive representation which has hurt the feelings of Sikhs." Singh later apologised saying, "I apologise. In case I have hurt the feelings of my people, it was really not my intention."{{cite web|author=Ramaninder K Bhatia |url=https://timesofindia.indiatimes.com/india/Bhajji-cant-let-hair-down/articleshow/2116853.cms |archive-url=https://web.archive.org/web/20130715082456/http://articles.timesofindia.indiatimes.com/2006-10-08/india/27809027_1_avtar-singh-makkar-sikh-liquor-ad |url-status=live |archive-date=15 July 2013 |title=Bhajji can't let hair down |work=The Times of India |date=8 October 2006}}
A Royal Stag ad in 2011 featuring Harbhajan Singh, showed him opting to not work in his father's ball bearing factory and focus on cricket instead. The commercial ends with him asking the viewer, if with his achievements, "Have I made it large?" Royal Stag's rival, United Spirits Ltd's McDowell's No. 1 Platinum whisky mocked the ad in its commercial featuring Mahendra Singh Dhoni. The ad showed Harbhajan look-alike making ball bearings the size of gym balls at his father's factory, asking if he had "made it large", only to get slapped by his father for being incompetent.{{cite web |url=http://www.bestmediainfo.com/2011/07/mcdowells-vs-royal-stag-have-they-made-it-large-or-ludicrous/ |title=McDowells vs Royal Stag – Have they made it large or ludicrous? |publisher=Bestmediainfo.com |date=25 July 2011 |url-status=live |archive-url=https://web.archive.org/web/20161127023823/http://www.bestmediainfo.com/2011/07/mcdowells-vs-royal-stag-have-they-made-it-large-or-ludicrous/ |archive-date=27 November 2016}} Dhoni then tells the viewer, "Zindagi main kuch karna hai to large chodo, kuch alag karo yaar" (If you want to do something in life, then forget large, do something different {{linktext|yaar}}). The ad is considered to be a rare example of a spoof in surrogate advertising. The Economic Times quoted an industry official as saying, "It is in bad taste, this type of advertising has never been used in the Indian liquor industry."{{cite news|author=Sagar Malviya & Sarah Jacob |agency=ET Bureau |url=http://articles.economictimes.indiatimes.com/2011-06-24/news/29699224_1_liquor-brands-indian-liquor-spoof |archive-url=https://archive.today/20130616030639/http://articles.economictimes.indiatimes.com/2011-06-24/news/29699224_1_liquor-brands-indian-liquor-spoof |url-status=dead |archive-date=16 June 2013 |title=McDowell's No.1 Platinum advertisement featuring MS Dhoni takes a dig at Royal Stag |work=The Economic Times |date=24 June 2011}} Harbhajan served a legal notice to United Spirits Ltd on 18 July 2011 claiming that the commercial mocked him, his family and the Sikh community. The notice was sent to Vijay Mallya, UB Executive vice-chairman SR Gupte, President & CFO Ravi Nedungadi, Deputy President Harish Bhat and Executive VP (Corporate Affairs) Nandini Verma. It was sent by Avtar Kaur, Harbhajan's mother, through his lawyers, Dewani Advocates & Consultants. Kaur stated these kinds of advertisements brought "disunity and friction" in the Indian cricket team and could be termed "anti-national". The notice also demanded that the company publicly apologise to the family "through widely-read newspapers as well as television channels prominently",[http://www.medianewsline.com/harbhajan-slaps-legal-notice-on-ub-group-for-dhoni-ad/ Harbhajan slaps legal notice on UB Group for Dhoni ad] {{webarchive|url=https://web.archive.org/web/20161127024147/http://www.medianewsline.com/harbhajan-slaps-legal-notice-on-ub-group-for-dhoni-ad/ |date=27 November 2016 }}. Medianewsline.com (18 July 2011). remove the advertisement within three days of receiving the notice and compensation of {{INRConvert|100000}}.[http://www.thehindu.com/sport/cricket/article2247772.ece Harbhajan sends notice to Mallya's UB Spirits] {{webarchive|url=https://web.archive.org/web/20131224111318/http://www.thehindu.com/sport/cricket/article2247772.ece |date=24 December 2013 }}. The Hindu (18 July 2011).{{pb}}[http://www.dnaindia.com/india/1567037/report-harbhajan-singh-slaps-legal-notice-on-vijay-mallya-over-dhoni-commercial Harbhajan Singh slaps legal notice on Vijay Mallya over Dhoni commercial – India – DNA]. Daily News and Analysis.{{pb}}[http://news.outlookindia.com/items.aspx?artid=728229 Mallya Yet to Decide on Withdrawing Controversial Ad] {{webarchive|url=https://web.archive.org/web/20131224110139/http://news.outlookindia.com/items.aspx?artid=728229 |date=24 December 2013 }}. News.outlookindia.com. The United Breweries Group withdrew the ad on 22 July 2011 stating that had done so "in the interest of the game of cricket" and fearing that the commercial could be "misused by vested interests to further their own agenda". The company also stated that the view of the management was that there was no maintainable case.{{Cite web|date=22 July 2011|title=UB Group withdraws controversial Harbhajan Singh ad | work= Times Of India |url=http://articles.timesofindia.indiatimes.com/2011-07-22/top-stories/29802555_1_legal-notice-ub-group-cricket|access-date=2022-12-30|archive-date=24 December 2013|archive-url=https://web.archive.org/web/20131224122058/http://articles.timesofindia.indiatimes.com/2011-07-22/top-stories/29802555_1_legal-notice-ub-group-cricket|url-status=dead}}
=Brand ambassadors=
In 2002, Seagram signed eight cricketers to endorse Royal Stag, including Harbhajan Singh (India), Marvan Atapattu (Sri Lanka), Wasim Akram (Pakistan), Glenn McGrath (Australia), Jonty Rhodes (South Africa), Mervyn Dillon (West Indies), Stephen Fleming (New Zealand), and Andy Flower (Zimbabwe). The campaign was handled by Ogilvy & Mather. Seagram spent {{INRConvert|2.5|c}} on this promotion.{{cite web |url=http://www.thehindubusinessline.com/2002/11/06/stories/2002110600850600.htm |title=Seagram signs on eight cricketers to endorse Royal Stag |work=Business Line |date=2002-11-06 |access-date=2016-01-13 |url-status=live |archive-url=https://web.archive.org/web/20050201092302/http://www.thehindubusinessline.com/2002/11/06/stories/2002110600850600.htm |archive-date=1 February 2005}} Following this contract, in 2004, Pakistan Civil Court ruled that Wasim Akram had hurt sentiments of Muslims and was fined 25,000 Pakistani rupees (£238) and ordered to apologize the nation. While Akram's lawyer maintained stand that Akram had never appeared in any advertisement of alcoholic product.{{cite news |url=http://news.bbc.co.uk/sport2/hi/cricket/3547335.stm |title=Wasim challenges ruling |work=BBC News |date=9 March 2004 |url-status=live |archive-url=https://web.archive.org/web/20140222145314/http://news.bbc.co.uk/sport2/hi/cricket/3547335.stm |archive-date=22 February 2014}}
Other cricketers that have featured as brand ambassadors or have appeared in Royal Stag advertising include Gautam Gambhir, Jonty Rhodes, Mahendra Singh Dhoni, Ricky Ponting and Yuvraj Singh.{{cite web |url=http://www.mybangalore.com/article/0110/gautam-gambhir-is-now-royal-stags-brand-ambassador.html |title=Gautam Gambhir is now Royal Stag's brand ambassador |publisher=Mybangalore.com |url-status=live |archive-url=https://web.archive.org/web/20140221164253/http://www.mybangalore.com/article/0110/gautam-gambhir-is-now-royal-stags-brand-ambassador.html |archive-date=21 February 2014}}
The brand's first TV commercial with Saif Ali Khan as brand ambassador, aired in 2007. The campaign was developed by creative agency Ogilvy & Mather. It also featured cricketers Mahendra Singh Dhoni, Yuvraj Singh, Harbhajan Singh and Robin Uthappa. According to Bikram Basu, vice-president, marketing, Seagram India, "The TVC [television commercial] intends to further strengthen the brand's positioning of "Make it Large". The campaign defines the larger than life attitude associated with Royal Stag. It targets the party loving youth of the country, who aspire to make it large in every aspect of their lives and communicates the brand message in a truly fast-paced and international way."{{cite web |url=http://www.afaqs.com/news/story.html?sid=20000 |title=Royal Stag mixes a large one with Bollywood and cricket |publisher=Afaqs.com |date=24 December 2007 |url-status=live |archive-url=https://web.archive.org/web/20160125214149/http://www.afaqs.com/news/story.html?sid=20000 |archive-date=25 January 2016}}
On 10 February 2010, Pernod Ricard India announced that it had signed Shahrukh Khan, for an undisclosed amount, as the brand ambassador for Royal Stag, for a period of one year. The company said that Shahrukh would work in tandem with Saif Ali Khan, who has been the brand ambassador since 2007.{{cite web|author=PTI|author-link=Press Trust of India|url=http://articles.economictimes.indiatimes.com/2012-02-10/news/31046175_1_brand-ambassador-bollywood-star-shahrukh-khan |archive-url=https://archive.today/20130616030650/http://articles.economictimes.indiatimes.com/2012-02-10/news/31046175_1_brand-ambassador-bollywood-star-shahrukh-khan |url-status=dead |archive-date=16 June 2013 |title=Shahrukh Khan roped in as ambassador for Royal Stag |work=The Economic Times |date=10 February 2012}} In April 2013, social activist T Satish Kumar and student leader Banoth Amru Naik, from the Nalgonda district of Andhra Pradesh, filed a complaint with the State Human Rights Commission (SHRC) against Telugu film actor Mahesh Babu for endorsing Royal Stag. The annulment of the agreement would result in Sri Lanka Cricket losing its rights to organise matches at the stadium.{{cite web |url=http://www.ibtimes.co.in/articles/454004/20130405/mahesh-babu-alcohol-complaint-blame-andhra-pradesh.htm |title=Two Youths Accuse Telugu Star Mahesh Babu for Making Them Alcoholics |work=International Business Times |date=5 April 2013 |url-status=live |archive-url=https://web.archive.org/web/20140222061409/http://www.ibtimes.co.in/articles/454004/20130405/mahesh-babu-alcohol-complaint-blame-andhra-pradesh.htm |archive-date=22 February 2014}}
In 2014 Pernod Ricard India announced its signing of Bollywood actors Ranveer Singh and Arjun Kapoor as brand ambassadors. General manager of Marketing Raja Banerjee said that, "We firmly believe that the dynamic duo represents the dreams of this country and therefore would reinforce our brand positioning". However, they maintained that Shah Rukh Khan would continue to promote the brand.{{cite web|agency=Press Trust of India |url=http://articles.economictimes.indiatimes.com/2014-08-21/news/53073038_1_royal-stag-arjun-kapoor-ranveer-singh |archive-url=https://web.archive.org/web/20151208140312/http://articles.economictimes.indiatimes.com/2014-08-21/news/53073038_1_royal-stag-arjun-kapoor-ranveer-singh |url-status=dead |archive-date=8 December 2015 |title=Royal Stag ropes in Ranveer Singh and Arjun Kapoor – timesofindia-economictimes |work=The Economic Times |access-date=2016-01-13}}
=Sponsorship=
The Royal Stag brand often sponsors musical and sporting events. It sponsored the Sahara Cup matches in Toronto, Canada from 1996 to 1999.{{cite web |url=http://www.financialexpress.com/news/seagram-ropes-in-top-cricketers/63150/0 |title=Seagram Ropes in Top Cricketers |work=The Financial Express |date=11 November 2002 |url-status=live |archive-url=https://web.archive.org/web/20140222020554/http://www.financialexpress.com/news/seagram-ropes-in-top-cricketers/63150/0 |archive-date=22 February 2014}} Under the name "Seagram's Royal Stag Mega Music", the brand sponsored a multi-city music tour featuring Strings, along with Saif Ali Khan (then brand ambassador) and Indian rock 'n roll band Parikrama in January 2008. Royal Stag is the title sponsor of the Mirchi Music Awards.{{cite news |url=http://timesofindia.indiatimes.com/entertainment/events/mumbai/Mirchi-Music-Awards-A-thrilling-night-power-packed-with-musical-legends/articleshow/46396763.cms |title=Mirchi Music Awards: A thrilling night power-packed with musical legends |work=The Times of India |access-date=2016-01-13 |url-status=live |archive-url=https://web.archive.org/web/20150303162236/http://timesofindia.indiatimes.com/entertainment/events/mumbai/Mirchi-Music-Awards-A-thrilling-night-power-packed-with-musical-legends/articleshow/46396763.cms |archive-date=3 March 2015|last1=Sharma |first1=Garima |last2=Fernandes |first2=Kasmin }}
Sales
In 2002, Seagram's Imperial Blue and Royal Stag emerged as the fastest growing brands in the domestic market. Royal Stag saw 53% rise in its sale from 1.12 million cases in 2001 to 1.75 million case in 2002.{{cite news |url=http://www.thehindubusinessline.com/2003/12/17/stories/2003121700290600.htm |title=Seagram among top-5 IMFL cos |newspaper=Business Line |date=2003-12-17 |access-date=2016-01-13 |url-status=live |archive-url=https://web.archive.org/web/20080724143712/http://www.thehindubusinessline.com/2003/12/17/stories/2003121700290600.htm |archive-date=24 July 2008}} In 2010, Royal Stag first time crossed the mark of 10 million cases and Pernod Ricard became the first multinational company to cross this mark in India.{{cite web |url=http://timesofindia.indiatimes.com/business/india-business/Royal-Stag-Officers-Choice-challenge-Mallyas-empire/articleshow/7109285.cms |title=Royal Stag, Officer's Choice challenge Mallya's empire |work=The Times of India |date=2010-12-16 |access-date=2016-01-13 |url-status=live |archive-url=https://web.archive.org/web/20160701205827/http://timesofindia.indiatimes.com/business/india-business/royal-stag-officers-choice-challenge-mallyas-empire/articleshow/7109285.cms |archive-date=1 July 2016}} In 2013 calendar month, Royal Stag first time crossed retail sale worth more than $1 billion. It had a total of $1.3 billion in retail sale.{{cite web |url=http://timesofindia.indiatimes.com/business/india-business/Officers-Choice-Royal-Stag-in-1bn-club/articleshow/32319668.cms |title=Officer's Choice, Royal Stag in $1bn club |work=The Times of India |date=2014-03-20 |access-date=2016-01-13 |url-status=live |archive-url=https://web.archive.org/web/20160701112539/http://timesofindia.indiatimes.com/business/india-business/Officers-Choice-Royal-Stag-in-1bn-club/articleshow/32319668.cms |archive-date=1 July 2016}} Royal Stag sold 16.1 million cases in 2014 and remained the third biggest-selling whisky in India from 2011 behind Officer's Choice and McDowell's No.1.{{cite web |url=http://www.thespiritsbusiness.com/2015/06/indian-whisky-brand-champions-2015/ |title=Indian Whisky Brand Champions 2015 |publisher=Thespiritsbusiness.com |date=2015-06-15 |access-date=2016-01-13 |url-status=live |archive-url=https://web.archive.org/web/20151221144351/http://www.thespiritsbusiness.com/2015/06/indian-whisky-brand-champions-2015/ |archive-date=21 December 2015}}
The following table shows the annual sales of Royal Stag:
See also
{{portal|Liquor|Drink}}
References
{{Reflist|colwidth=30em}}
[https://web.archive.org/web/20210118075851/https://www.thewhiskypedia.com/royal-stag Royal Stag Whisky]
External links
- [http://pernod-ricard.com/549/brands/see-all-brands/local-brands/royal-stag Pernod Ricard official site Royal Stag page]
{{Alcoholic drinks}}{{Pernod Ricard}}
- https://www.thewhiskypedia.com/royal-stag {{Webarchive|url=https://web.archive.org/web/20220702081337/https://www.thewhiskypedia.com/royal-stag |date=2 July 2022 }}
Category:Products introduced in 1995