Business Daily from THE HINDU group of publications
Tuesday, Sep 22, 2009
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Business Daily from THE HINDU group of publications Tuesday, Sep 22, 2009 ePaper | Mobile/PDA Version | Audio | Blogs |
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Marketing
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Outlook Beam Global sees more demand for premium liquor “Key strategies include focusing on a few brands rather than a wide assortment, introducing premium brands and tapping new markets.” Bindu D. Menon New Delhi, Sept. 21 Beam Global Spirits and Wine is reworking strategies to increase its share of the Indian liquor market. The company, which has launched its premium whisky-blend Teacher’s Origin, said the liquor industry had witnessed a nearly 60 per cent drop in on-premise consumption following the economic slowdown. “There has been a 60 per cent drop in on-trade consumption. Things are looking up now and sales are picking up. “On our part, we are introducing more products from our global portfolio for the Indian market,” Mr Harish Moolchandani, Chief Executive Officer and Managing Director, said, adding that Teacher’s Origin will be exclusively available in India for at least a year before it is launched in other international markets. He said key strategies include focusing on a few brands rather than a wide assortment, introducing premium brands and tapping new markets. The Teacher’s brand accounts for over 80 per cent of the company’s sales in India and is also the country’s largest selling Scotch whisky. The company hopes to retail around 2.7 lakh cases of Teacher’s in India this year. Currently it has 12 of its 50 global brands in India. Its popular brands include Teacher’s Scotch whisky, Jim Beam Bourbon whisky, Laphroaig Scotch, Sauza tequila and Courvoisier cognac. The whisky will cost Rs 1,660 for 750 ml in the Capital, and Rs 2,100 in Maharashtra. More Stories on : Outlook | Breweries
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