Financial Daily from THE HINDU group of publications
Friday, Jul 29, 2005
Financial Daily from THE HINDU group of publications Friday, Jul 29, 2005 |
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Marketing
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Market Shares Seagram garners 25 pc share of premium Indian whisky market Boby Kurian
Bangalore , July 28 SEAGRAM India, part of French drinks giant Pernod Ricard, has staked claim to 25 per cent share of premium Indian Made Foreign Liquor (IMFL) whisky market during the first half of the current calendar year. This follows its premium brand Blender's Pride's half-year volume growth topping 35 per cent, against the premium whisky segment's 16-18 per cent jump in the same period. The company sources said Blender's Pride mopped up sales of two lakh cases in an overall market of eight lakh cases during the six month period. "The brand has registered a growth in the band of 35-38 per cent," sources said. It has been tracking between 18 per cent and 20 per cent market share till now. The annual domestic premium whisky sales (distinct from scotch whisky), dominated by Shaw Wallace's Royal Challenge Whisky, is pegged at about 1.7 lakh cases in an overall IMFL market estimated at 112 million cases. Blender's Pride reported sales of 3.25 lakh cases last year, and is expected to touch four lakh in the current calendar year. Blender's Pride's growth is being attributed to the overall buoyancy in the premium spirits market, and also to industry developments like change in Royal Challenge's ownership in the wake of UB Group's gulping down of Shaw Wallace for Rs 1,300 crore recently. It has been stated that Royal Challenge, which crossed a million cases in 2003-04, closed the last financial year with sales of 0.95 million cases. Royal Challenge stakes claim to over 65 per cent share of the premium whisky segment. The other notable brands in the premium whisky segment are Signature, also from the UB stable, and Khodays Peter Scot. The industry will also closely watch UB's balancing act between Royal Challenge and Signature in the premium market even though it has demonstrated the ability to build multiple brands in other price segments. Blender's Pride is one of the five core brands identified by Seagram to propel its growth in the Indian market and has been heavily supported by brand investments using fashion as the main platform. Seagram is the only multinational spirits company to make a mark in the Indian market place with annual sales crossing six million cases in 2004
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