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Our Bureau

Kochi , Aug. 13

SHAW Wallace has launched its first tamper-proof rum brand `Black Mischief XXX Rum' in Kerala.

The product was launched in the market with a Guala cap - an internationally renowned technology for product safety and is used in all premium liquor brands worldwide.

The brand will be subsequently rolled out in other major dark rum markets such as Karnataka, West Bengal, Maharashtra and Assam, said Mr Deepak Chaudhuri, Joint President, Shaw Wallace, at a press meet.

To celebrate the product's arrival, the company is participating in the Nehru Trophy Boat Race on Saturday at Alappuzha by sponsoring last year's winner Karichal Chundan.

Changing trends in industry have prompted Shaw Wallace to become more market driven. The company is increasingly involved in sports promotions, events and associations for brand building, said Mr Chaudhuri.

The 750-ml bottled is priced at Rs 198. The product is also available in 375 ml and 180 ml bottles for Rs 115 and Rs 61 respectively.

Referring to liquor sales in Kerala, Mr Chaudhuri said that about 10.5 million cases were sold in the State during the year 2003-04. Of this, rum constituted roughly seven million cases. With the launch of Black Mischief, the company plans to garner a share of 10 per cent in the regular rum segment by the end of the current fiscal.

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

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