The Hindu Business Line : India's Pride relaunched in Kerala

KOCHI: With a view to enhance and strengthen its presence in the growing rum market, Shaw Wallace has relaunched India's Pride Rum in the Kerala market.

Plans are afoot to increase the footprint of the brand nationally through progressive geographical penetration. Kerala is one of the strong rum markets in the country and the consumers are more open to trial of new brands, tastes and flavours, said Mr A.K.M.A. Shamsuddin, President.

Rum contributed 19 million cases to the country's Rs 8,400-crore and 80-million-cases liquor industry in 2002-03.

While the overall liquor industry has been growing at 5-7 per cent per annum, the rum market has been growing at 11 per cent. Referring to sales in Kerala, he said that liquor sales during 2002-03 stood at 96.88 lakh cases. Of this, rum constituted 61.52 lakh cases. Brandy and whisky accounted for 32.51 lakh cases and 1.47 lakh cases respectively.

More Stories on : New Products & Services | Breweries | Kerala

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Cathay Pacific plans agents' portal

Ladakh Foods to expand portfolio

Whirlpool India retains FCB Ulka

Karnataka Tourism Dept ropes in Vasundhara Das, Rahul Dravid as brand ambassadors

Rajshri to scale up film production

Mineral water or general water?

Summer's onset heats up market for white goods

India's Pride relaunched in Kerala