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Royal Stag, also known as Seagram's Royal Stag, is an Indian brand of 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.

Seagram’s Royal Stag whisky, a blend of grain spirits and imported Scotch malts, was launched in 1995.[1][2][3][4] 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.[5][6] It is the first whisky brand launched in India which did not use any artificial flavour.[4][7] 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.[8][9]

In calendar year 2001, Royal Stag was selling over 125,000 cases per month[10] and sold approximately 1.75 million cases in 2002.[11] The brand's annualised sales during the 2004 calendar year crossed 3 million cases,[12] and increased to nearly 4 million cases in 2006.[13] 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.[14] The brand reported sales of 8 million cases in 2009 and nearly 10.6 million cases in 2010.[15]

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.[16]

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. 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.[18] United Kingdom-based branding and packaging consultants CARTILS developed the strategic positioning, branding, bottle shape, packaging and mono carton for Barrel Select.
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