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Tuesday, Mar 09, 2004

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McDowell uncorks Old Cask rum in Karnataka

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Mr Vijay Rekhi, President, McDowell and Co Ltd, at the launch of the company's Old Cask Rum in Bangalore on Monday. — G.R.N. Somashekar

Bangalore , March 8

MCDOWELL & Co has launched one of its power brands, Old Cask Rum, in the Karnataka market. The brand's foray into this market is expected to catapult its sales to roughly two million cases in the next financial year. Old Cask currently sells about 1.3 million cases annually.

Mr Vijay Rekhi, President of UB Spirits Division, comprising McDowell & Co and Herbertsons, told presspersons that Old Cask would target 30 per cent share of rum consumption in Karnataka, pegged at one lakh cases monthly.

The brand is priced at Rs 119 per quart and Rs 29 for a nip. It controls nearly 30 per cent of rum consumption in the South and 14 per cent nationally. Its entry into Karnataka follows significant regulatory changes in the State after the setting up of a Government-managed beverages corporation.

Old Monk from Mohan Meakins dominates rum consumption in Karnataka, with nearly 65 per cent market share.

Mr Rekhi said the spirits division would clock sales over 35 million cases in 2004-05, up from 30.86 million in the previous year.

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McDowell uncorks Old Cask rum in Karnataka

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