India Whisky Brand Imperial Blue Sale Tilaknagar Deal
A big deal regarding the Imperial Blue among India’s most popular whiskey brands has now reached the final stages. The owner of this brand is preparing to sell it to the Indian company Tilaknagar Industries. If everything remains according to the fixed plan, then soon this deal can be officially declared.
Decision will be taken in board meeting, considering on raising funds
According to an ET report, today i.e. on July 23, an important meeting of the Board of Directors of Tilaknagar Industries is going to be held. In this meeting, methods of raising funds will be discussed so that this acquisition can be fully fulfilled. According to the information, the company is working on a plan to raise capital through equity share, debenture, warrant, preference share or bond. Tilaknagar Industries already makes India’s well-known brandy ‘Mansion House’, and after this deal its presence in the Whiskey Market may also be strong.
Shares surfaced after the news came out
Amidst the speculation of the deal, there was a tremendous movement in the shares of Tilaknagar Industries. On Tuesday, its shares climbed around 12% and closed at Rs 469.60. On Wednesday too, the stock touched the highest level of Rs 684.80. However, it fell to Rs 444.10 during the day and was trading at Rs 468.80 around 2 pm. In the last 5 days, the stock has climbed around 28%, which shows the interest of investors in this deal.
Third largest whiskey brand, but sales falling
People’s favorite Imperial Blue is the third best selling whiskey brand in India. It was launched by Seigram in 1997 and in 2002 Paneo Rica bought Seigram. However, the sale of this brand has seen a decline in the last few years. Its total sales in the year 2024 were 22.2 million cases, which is a slight increase of only 0.5%. The demand for growing premium brands in the market and changing consumer trends are considered to be the major reason behind this.
Imperial Blue Deluxe comes in the whiskey category, which has a total market volume 78 million cases. The brand’s market share in 2024 was 8.6%, which lags behind McDowells and Royal Stag.
Large financial institutions are engaged in getting the deal done
Let me tell you that the important role of Goldman Sachs is being told in making this deal successful. According to media reports, Ravi Deol’s company Inbrew Beverages and Santori Global of Japan also tried to buy the brand, but Tilaknagar’s dialect was the highest. This is the reason that the French company is now preparing to pursue this proposal.