Financial Daily from THE HINDU group of publications
Friday, Oct 01, 2004
Financial Daily from THE HINDU group of publications Friday, Oct 01, 2004 |
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Marketing
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Channels and Franchises Corporate - Alliances & Joint Ventures Radico inks pact with Highland Distillers to distribute Famous Grouse Sctoch whisky Our Bureau
Bangalore , Sept. 30 HIGHLAND Distillers, part of the Scotch whisky major The Edrington Group, and Radico Khaitan Ltd, one of the largest liquor companies in the country have signed a distribution agreement to market a few brands from Highland's portfolio. Under this agreement, Radico Khaitan will have the sales and distribution rights of Scotch whiskies - The Famous Grouse, The Macallan and The Highland Park Single Malts, as well as extensions from The Famous Grouse stable. Through this distribution tie-up these brands will be made available in CSD canteens and in the open market. Business Line more than a year ago (Aug 7, 2003) had first reported on Radico Khaitan's moves to distribute Famous Grouse in India. The agreement will also encompass the supply of bulk Scotch from Highland Distillers for the Radico Khaitan portfolio for blending its Indian Made Liquor brands. The supply of bulk Scotch would be marketed independently of the Highland Distillers portfolio. Radico International, a specialised division of Radico Khaitan Ltd handling international brands will be responsible for sales and distribution of Highland brands in India. The recent relaxation in the liquor policy to sell imported brands in retail outlets has created a huge potential for the Highland Distillers brands in the market. Highland Distillers India (HDI) will control the operations in the entire country through various distribution channels. Highland Distillers would provide complete marketing and brand ambassadorial role to all the Distribution channels operating in India including the newly added Radico Khaitan. HDI will act as the Regional Office for the company's business in Srilanka, Nepal and Bhutan, which is further evidence of investment in the Indian market by Highland.
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