Imperial Blue's Slogans & Taglines

Imperial Blue is an Indian whisky brand that has grown from a Seagram legacy into one of the world's best-selling spirits. Launched in 1997 by Canadian distiller Seagram, the brand was acquired by Pernod Ricard in 2002 and relaunched with the iconic slogan "Men will be Men"—a tagline that transformed it into a cultural phenomenon. The campaign, which debuted in 2002 and peaked with a 90-minute film in 2012, used humour and relatable slice-of-life moments to connect with men aged 25–35, cleverly navigating India's alcohol advertising restrictions. Crafted from a blend of Indian grain spirits and imported Scotch malts, Imperial Blue delivers exceptional smoothness at an accessible price point. By 2019, it ranked as the world's third-largest selling whisky, with over 22 million cases sold annually. Though Pernod Ricard sold the brand to Tilaknagar Industries in 2025 to focus on premium segments, Imperial Blue remains a symbol of Indian whisky culture, masculine camaraderie, and the power of witty storytelling in building a mass-market icon.