Financial Daily from THE HINDU group of publications
Tuesday, Nov 11, 2003
Financial Daily from THE HINDU group of publications Tuesday, Nov 11, 2003 |
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Marketing
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Strategy Allied Domecq mulls foray into premium IMFL group Neha Kaushik
New Delhi , Nov. 10 Liquor company Allied Domecq Spirits and Wine (India) is mulling over the possibility of foraying into the premium Indian Manufactured Foreign Liquor (IMFL) segment, with commencement of bottling of whisky at the company's Rajasthan facility. According to company officials, the launch could be an extension of one of the brands from the company's current portfolio including Old Smuggler. "We are reviewing our brand portfolio in the beginning of next year. In this, we would also take a call on whether to commence bottling of Malibu in India next year," Mr Neeraj Kumar, General Manager - Marketing, Allied Domecq said. Allied Domecq had discontinued the bottling of Malibu (a rum-based spirit) in India after acquiring it from liquor major Diageo last year. However, according to Mr Kumar the core focus of the company will remain on its flagship brand Teachers, though there will be an added push on Old Smuggler and Long John Scotch. The company is largely pushing the `Teachers' brand via the "achievement" platform and is expanding the Teachers Achievement Awards to five different categories this year. The categories now include sports, business, communication, entertainment and lifetime award. The company's advertising would also revolve around the same. Further, the company is also holding Scotch appreciation/education sessions called `Sense your Scotch' across the country. The sessions will be held in about 15 cities next year. According to Mr Kumar, the initiatives built around Teachers have resulted in good growth for the brand in India. "Teachers is at present growing at more than 15 per cent, as compared with the industry growth of 8-10 per cent." Teachers is available in two variants in India - Teachers 50 and Teachers Highland Cream. Allied Domecq is already present in the IMFL category in India through Old Smuggler rum, gin and brandy.
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