The Hindu Business Line : Allied Domecq eyes 20% growth in India

WITH an increased focus on its international portfolio of brands, British liquor multinational Allied Domecq is targeting to grow by 20 per cent this year in India.

"We are eyeing a turnover of Rs 100 crore this financial year (September 2003-August 2004). We will be formally launching two brands from our international portfolio in India this year - Ballantine scotch whisky and Sauza tequila," said Mr Harish Moolchandani, Managing Director, Allied Domecq Spirits & Wine India.

The company is set to roll out a range of promotional activities for the two brands soon, which would be sold in the first phase through the institutional segment followed by retail.

The major part of sales would however come from its flagship brand, Teacher's, which is growing at about 20 per cent per annum.

Currently, there are two products under the Teacher's brand in India, Teacher's Highland Cream and the premium Teacher's 50, both of which are being bottled at Allied Domecq's facility in Rajasthan.

Teacher's is claimed to have a market share of 40 per cent in the 200,000-cases bottled-in-India scotch segment. Its major competitors are Black Dog and Something Special.

Meanwhile, in order to create brand awareness for Teacher's, Allied Domecq is in the process of conducting Teacher's Putting Championships at corporate offices across the country.

It recently covered 60 corporate companies in Mumbai and will roll out the same in Delhi and Bangalore next month.

Allied Domecq's portfolio in India includes Old Smuggler (whisky, brandy, rum and gin) and Long John scotch whisky. Products under both the brands are manufactured at the Rajasthan facility.

Allied Domecq Spirits & Wine India is a 74:26 joint venture between Allied Domecq and Clan Morgan.