100 Pipers

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100 Pipers
100 Pipers logo.jpg
Type Blended Scotch Whisky[1]
Manufacturer Pernod Ricard
Distributor Pernod Ricard[2]
Country of origin Scotland (bottled in India and Scotland, and possibly elsewhere)[3][4]
Introduced 1949
Alcohol by volume 42.8%
Colour Brown
Related products
Website pernod-ricard.com/100 pipers

100 Pipers is a brand of "standard" blended Scotch whisky with smoked notes that is produced by Pernod Ricard. The company says it is the "seventh-largest blended Scotch worldwide",[clarification needed] the "No. 2 standard whisky in Asia", and the "No. 1 standard whisky" in Thailand.[5] In addition to Thailand, it is also distributed in India, Spain, and South America.[5] 100 Pipers is a blend of between 25 and 30 source whiskies.[6] Much of it comes from the Allt a'Bhainne distillery, which is also owned by Pernod Ricard and does not have its own bottling facilities.[7] 100 Pipers is bottled in India and Scotland (and possibly elsewhere).[3][4]

History[edit]

The Hundred Pipers song – sheet music cover c.1852, song made on Jacobite rising of 1745.
Battle of Culloden between the Jacobites and the "Redcoats"

The brand owes its name and Celtic imagery to the Scottish tradition of bagpipers leading soldiers into battle, the "100 Pipers" name in particular comes from the ballad of "The Hundred Pipers", which tells of the heroic Bonnie Prince Charlie's (1720–1788)[8] 1745 Jacobite uprising led by a troop of 100 bagpipers.[5]

Marketing and market presence[edit]

The brand is marketed with the promotional slogan True Legend.[9]

The website RankingtheBrands.com rated the brand value of 100 Pipers 75th in 2011 and 81st in 2014 among 10,000 spirit brands worldwide.[10][11]

India[edit]

100 Pipers sponsors an annual "India Music Week" festival.[12][13]

Thailand[edit]

100 Pipers is one of the best-selling whiskies in Thailand.[7][14] A limited-edition "Night Bottle" for 100 Pipers was released in Thailand in 2015 with a fashion show-themed silicone wrap accompanying the bottle design.[14]

Awards[edit]

100 Pipers received a Gold Medal at "The Asian Spirits Masters 2014".[15]

References[edit]

  1. ^ "Seagrams 100 Pipers Deluxe Scotch Whisky 750ML". madhuloka.com. Retrieved 7 May 2015. 
  2. ^ PTI. "Pernod Ricard launches limited edition of Blenders Pride". The Hindu Business Line. Retrieved 7 May 2015. 
  3. ^ a b "Seagram identifies 5 core brands to build spirits biz". Business Line. 31 March 2005. 
  4. ^ a b 100 Pipers product page with photo of label identifying bottling in Scotland. The Whisky Exchange website.
  5. ^ a b c "100 Pipers - Pernod Ricard". pernod-ricard.com. Retrieved 7 May 2015. 
  6. ^ "100 Pipers Blended Scotch Whisky". scotchwhisky.net. Retrieved 7 May 2015. 
  7. ^ a b "100 Pipers". Whiskyology. Retrieved 8 May 2015. 
  8. ^ Prince Charles Edward, official website of the British monarchy.
  9. ^ "Pernod Ricard India". Pernod Ricard India. Retrieved 7 May 2015. 
  10. ^ "The Power 100 Spirits & Wine 2011". RankingTheBrands.com. Retrieved 7 May 2015. 
  11. ^ "The Power 100 Spirits & Wine 2014". RankingTheBrands.com. Retrieved 7 May 2015. 
  12. ^ "100 Pipers India Music Week". IndiaMusicWeek. Retrieved 8 May 2015. 
  13. ^ "Seagram's 100 Pipers India Music Week". BlueFrog. Retrieved 8 May 2015. 
  14. ^ a b Barrett, Rachael. "100 Pipers Limited Edition". WeAreWonderWorks. Retrieved 8 May 2015. 
  15. ^ "The Asian Spirits Masters 2014 Results". TheSpiritsBusiness. Retrieved 7 May 2015.