The Hindu Business Line : Mohan Meakin chalks out strategy for IMFL biz

With the process to divest majority stake in its beer business currently under way, Mohan Meakin Ltd (MML) is drawing up a strategy to grow its IMFL business, which consists of new launches in the whisky and vodka segments as well as rationalising some of the weaker brands in its portfolio.

According to Mr Vinay Mohan, Director, MML, the company plans to roll out two new brands. These include `Top Brass', which will be a whisky-based drink, and an undisclosed vodka brand. The company is also test marketing its white rum under the Old Monk brand. Further, it plans to re-launch some of its existing products including Solan No 1.

To phase-out some brands

In addition to new product launches, the Rs 500-crore MML is also looking to trim its massive liquor portfolio by phasing out a few brands. "We would be looking to retain 10 key brands. We have yet to decide which brands will be phased out ... the process, however, will take time and a decision will probably be taken once we are clear about the fate our beer business. Even within our beer business, there are about 14-15 brands but we feel about 4-5 of them have potential," Mr Mohan said.

MML is in the process of divesting 51 per cent stake in its beer business to a strategic investor and recently closed bids for it. Two bids are learnt to have been received from the Ramesh Vangal-promoted Mason & Summers and South African Breweries. While declining to comment on the financials of the deal, Mr Mohan said the company would be taking a decision on its beer business by August.