Pernod Ricard Unveils ‘Longitude 77’ in Dubai


The name Longitude 77 is inspired by the line of longitude that passes through the length of India at 77° east

Following a remarkable India launch in December 2023, Longitude 77, the luxury spirit from the House of Pernod Ricard India launched in Dubai yesterday. Taking the best of Indian craftsmanship to the world, the brand officially announced the expansion of its footprint in a splendid evening showcasing the brand philosophy of an India Reimagined through the lens of a fashion showcase featuring globally renowned Indian designers. Tailored exclusively for connoisseurs of authentic contemporary Indian luxury, the evening embodied Longitude 77’s vision to represent India’s rich culture, historical craftsmanship, unique terroir and enchanting spirit. It was symbolic of the line that runs through the heart and soul of India, the line that gives the brand its name.

Amidst the luxurious setting of Palazzo Versace Dubai, the evening ushered guests into the captivating journey of Longitude 77. A mesmerizing fashion showcase unfolded, seamlessly embodying the brand’s essence of ‘India Reimagined’. With the charismatic Kubbra Sait as the narrator, the showcase took the audience on a journey through some of India’s finest experiences, from the North to South. The fashion showcase was curated by Ashish Soni, a prolific designer himself, with other renowned designers like JJ Valaya, Varun Bahl, Rajesh Pratap Singh and Shantanu & Nikhil, who are not only known for their art and craftsmanship but have also put Indian fashion on the world map. Together with eminent personalities Kanika Kapoor, Ujjwala Raut, Zaheer Khan, Sagarika Ghatge and Deana Uppal, who represent the contemporary spirit of India, the evening put the spotlight on the longitude of India. Contemporary Indian chef Prateek Sadhu curated a unique culinary experience using fine ingredients from across India.

The name, Longitude 77, is inspired by the line of longitude that passes through the length of India at 77° East – symbolic of India’s position on the world map. The brand ethos is intrinsically woven with the heritage of India and Pernod Ricard India’s steadfast dedication to innovation and investment in products made in India. It reimagines the legacy of Indian luxury by inspiring discerning consumers to discover and establish a deep and individualistic bond with the country’s heritage.

Produced in small batches, Longitude 77 brings together locally sourced ingredients and the craftmanship of Pernod Ricard’s master distiller to create a superior taste of luxury. Double matured, mellowed and knitted to perfection in American Bourbon barrels and wine casks, the spirit is then extra aged in the cool, dry climate of Dindori Nashik in the Sahyadri Range. It has a natural, mahogany colour – a true testament to its ageing process. Its flavour profile is exquisitely smooth, full bodied and balanced, with hints of caramel, vanilla and a faint peat smoke that offers depth and complexity in every sip.

The bottle comes in an Indigo coloured matte finish box, the colour that India gave to the world. Both the box and the bottle feature a stamp depicting the map of India with the Longitude 77° passing through from the north to the south, a symbol that commemorates the best of India. The brand manifesto alludes to snow bound lairs, mountain waters, colours of the desert and fields of gold, encapsulating the iridescent essence of the country.

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