The Hindu Business Line : Radico Khaitan launches key brands in TN

The company, which is on an `expansion spree,' plans to invest over Rs 150 crore in the next two-three years to acquire liquor brands and production facilities, according to Mr R. Vaziraney, President (Sales and Marketing), Radico Khaitan.

It is also expanding its product base to white spirits. It is now a strong player in whisky, rum and brandy.

The Rs 727-crore company is targeting 20-25 per cent growth rate. In the next few years we will acquire or set up 10 more production facilities, he said. The company has an extensive presence across the country through tie-ups with 24 bottling facilities. Its product range includes national and region specific brands straddling the regular and premium segments.

Though Radico Khaitan has been producing extra neutral alcohol and spirits for liquor for over six decades, it entered the branded segment 7-8 years ago. Its launch in Tamil Nadu is a key part of its growth plans as the State is one of the largest markets.

The company has launched Contessa Rum, Old Admiral Brandy and 8 PM Select Whisky. It hopes to sell about 30,000-40,000 boxes in the first three-four months. More brands such as 8 PM Bermuda Rum, 8 PM Royale Whisky and 8 PM Bermuda White Rum are some of the other brands that are to be introduced in a few months, he said.

Over 14 lakh cases of liquor are sold in Tamil Nadu every month, and sales are growing steadily. More than 8,000 government-controlled retail shops contribute to the growth.

Tamil Nadu is essentially a `nip market' with sales predominantly consisting of the quarter bottle. The State will contribute significantly to the company's growth plans and demand will be across all categories because the market is spread evenly across the liquor categories.

Brandy accounts for 41 per cent of the market, rum 37 per cent, whisky 20 per cent and white spirits two per cent.

More Stories on : New Products & Services | Breweries | Tamil Nadu | Brands

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Radico Khaitan launches key brands in TN