It’s been quite the year for Seagram’s 100 Pipers, a brand that is well known and loved by almost every Scotch consumer in India. In its last business cycle of July 2020 – June 2021, 100 Pipers broke not one but two records. It became the first and only Scotch brand in India to cross the 1 million cases mark in annual sales, twice. Undoubtedly a clear testament to consumers’ preference for the brand.
100 Pipers is also the 2nd largest Scotch brand in Asia by volume.
The premium variant ‘100 Pipers Blended Scotch, Aged 12 years’ crossed 100,000 cases in annual sales for the first time ever since its launch in 2012. It is now the largest selling 12-year-old scotch in India, which goes to show that “Age Matters” to the discerning Indian scotch afficionado.
Apart from trusty old favorites, the newly launched ‘100 Pipers Blended Malt Scotch, Aged 8 Years’ too is garnering favor with younger, aspirational customers. A blend of only Single Malts, this is the first & only ‘100% Malt Scotch’ in its segment – a true game changer that has been received well by consumers who aspire to enter the world of Malt Scotch.
Seagram’s 100 Pipers’ burgeoning popularity has much to do with its unique product range and strong consumer resonance with its purpose-led initiatives due to their uniqueness, authenticity & credibility.
Back in 2018, 100 Pipers became the first and only scotch brand to have achieved 1 million cases in sales in an annual cycle for the first time. To mark this major milestone, the brand launched The Legacy Project in 2019 – an initiative aimed at supporting India’s various art forms and helping these artist communities thrive.
The idea was to leverage the 100 Pipers packaging as an artist’s canvas and showcase the endangered Indian arts to a million eyes while providing livelihood support to the artists. In 2019 the brand showcased 6 hand-painting artforms from across India via Limited Edition Packs and continued in 2020 with the 2nd chapter wherein Indian Textile arts were showcased.
The brand has consistently upheld its brand philosophy of ‘Be Remembered for Good’ with various endeavors that lead positive change in society and has translated this positioning into actual consumer experiences through initiatives such as ‘Play For A Cause’, where it leverages music as a platform & brings together celebrated musicians to generate awareness and funds for various causes such as meals for the underprivileged and flood relief.
More than material success, the brand’s communication has always celebrated individuals who choose to bring positive change in society. This resonates with whisky aficionados all over India, and 100 Pipers continues to set new records owing to its authentic brand ethos and purpose-led campaigns.