Diageo brand Johnnie Walker has introduced a limited edition Blue Label Indian Festive Blend inspired by India's festivals and cuisine. The release features packaging and design created with Indian couturier Rahul Mishra, highlighting contemporary Indian visual themes, and the blend is tailored specifically for the Indian market, reflecting local flavor influences and cultural traditions. The launch fits Diageo's broader push to localise brands in key consumption markets like India, part of a premiumization strategy aimed at earning more from affluent drinkers rather than chasing volume, and it puts the £36.4b beverage group up against competitors including Pernod Ricard and Campari. The move does not address a key gap analysts have flagged: Diageo still needs broader product development in low and no-alcohol options as moderation trends build.
Diageo PLCJohnnie Walker launches a limited-edition Blue Label Indian Festive Blend tailored to the Indian market, supporting Diageo's localisation and premiumization push.
Davide Campari Milano SpA
Pernod Ricard S.A.
