Royal Stag Barrel Select

Derrick Lin


Designed by CARTILS, The Netherlands.

International branding and packaging consultants CARTILS develop Pernod Ricard’s new Royal Stag Barrel Select offering the Indian market a locally produced more premium edition of the whisky.

Royal Stag is India’s most valuable spirits brand in terms of net sales and profit. It is also the largest brand by volume for Pernod Ricard globally. Aiming to further strengthen their position in the market the company has just introduced Royal Stag Barrel Select, offering consumers a more premium version of Royal Stag. The new whisky is positioned between the deluxe and premium segments and offers India a high quality locally produced alternative. To fully benefit from this unique opportunity Pernod Ricard India chose to work once again with CARTILS, who were requested to develop the strategic positioning, branding, new bottle shape, and mono carton.

CARTILS considered it strategically vital to construct a balance between the family relationship within the Royal Stag brand and premiumisation. Therefore it was necessary to retain brand familiarity whilst elevating it to a significantly more premium level to avoid any form of portfolio cannibalization. The clearest examples of this balance can be seen in both the gold two-tone illustration of the Stag, which was placed in a dominant position, and the rectangular bottle shape that is still recognizable, but has been tapered to create a more premium feel. They truly embody this combination of retaining family resemblance whilst creating a new premium presence.

Bikram Basu, Vice-President Marketing, Pernod Ricard India said “CARTILS has an understanding of our business in India, our expectation, and market sensibilities. They match the same with their international perspective and experience of design. Royal Stag Barrel Select Whisky is an excellent expression of that collaborative work.”

The end result is a proud locally produced addition to India’s premium whiskey market, which can compete with international brands whilst remaining true to its family heritage. Royal Stag Barrel Select was successfully launched in the Indian market December 2011.