The Hindu Business Line : Triumph Distillers plans foray into ready-to-drink segment

TAKING its cue from the success of brands such as Bacardi Breezer and Smirnoff Ice, Triumph Distillers & Vinters Private Ltd (TDV) has decided to venture into the ready-to-drink segment.

Floated by the erstwhile President of Guinness UDV India, Mr Deepak Roy, the two-month-old company has forged an alliance with Australia's largest brewing group - Lionel Nathan, to bring in a range of low alcohol content-based products. Bringing in three brands from Lionel Nathan — Q Vodka, Tequila Slamma and DNA Alcoholic Spring Water — the company is venturing into the low alcoholic drinks segment with its premixed drinks in fruit flavours.

The drinks will be manufactured by a local company (Hi Life Impex Pvt Ltd) while TDV will be in charge of marketing and distributing the brands.

Speaking to Business Line, Mr Deepak Roy, President & Managing Director, Triumph Distillers & Vinters, said,

"Recently we have signed a deal with an Australian company to market their ready-to-drink brands. The brands should get launched in the next few weeks."

Besides, Triumph is also looking at launching a new brand of premium rum. Adds Mr Roy, "The rum market is growing very fast, between 18-20 per cent and there is a need to have a top-end premium rum." A new brand is being worked upon by the company and it will soon foray into the segment with its own brand. Recently, the company has also entered into an agreement with Polychem to produce and market their brands — Alcazar Vodka, Men's Club Whisky, Men's Club brandy, Louis XI Delux Brandy and Louis XI regular brandy.

Revamping the packaging for its Alcazar brand, there are plans to upgrade the brand in terms of pricing to make it more an upmarket vodka with a premium look. With intentions of making it a full-fledged national brand, its prices will be increased to make it at least half the present pricing of the largest-selling vodka brand - Smirnoff, which retails at approximately Rs 400. Currently, Alcazar Vodka is pegged at Rs 175 for 750 ml.

Besides, there are plans to introduce certain non-alcoholic cocktail mixes under the Alcazar brand which would also help in advertising the brand. The company now uses Gilbey's aqua as a brand extension of its largest selling whisky brand- Gilbey's Green Label as a surrogate.

Recording a turnover of Rs 140 crore, TDV has made a profit of Rs 14 crore. Its flagship brand - Gilbey's Green Label - selling over 2 million cases continues to be the fourth largest-selling whisky in the regular segment. The company became a part of the UB group last year when Mc Dowell & Co, through its wholly-owned subsidiary, Phipson & Co decided to acquire 85 per cent stake. Last year Mr Deepak Roy floated the company through a management buy out of the domestic business of Guinness UDV India.

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