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Our Bureau

Bangalore , May 25

UB Group Spirits Division (UBSPD), India's largest and the world's fourth largest spirits marketer, has introduced `Rum for Summers'. The company plans to popularise rum drinking in summer months with the launch of `McDowell's No.1 Celebration Summer Line'.

Mr Alok Gupta, Senior Vice-President, Marketing, UBSPD, said, "Rum in India is perceived as a winter drink, which is surprising because in the tropical Caribbean, rum is consumed throughout the year. Our endeavour is to make rum a viable option during summers through Celebration Summer Line. The aroma and taste of lime adds refreshment to the rum drinking experience."

The domestic rum consumption pattern is skewed towards winter. Of the total annual sales of eighty lakh cases of regular priced rum, 60 per cent occurs in the four winter months of November to February and the balance 40 per cent takes place in the remaining eight months.

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