Business Daily from THE HINDU group of publications
Wednesday, Sep 06, 2006
Business Daily from THE HINDU group of publications Wednesday, Sep 06, 2006 |
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Marketing
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New Products & Services United Spirits to focus on premium Scotch whisky category Our Bureau
A special team has been put in place to market the premium brand, Black Dog Deluxe 12-year-old, in nearly 1,100 premium-in-premises outlets.
Bangalore , Sept. 5 United Spirits has launched Black Dog Centenary Scotch whisky apart from setting up a separate marketing team to increase its focus on premium Scotch whisky category. The United Spirits President, Mr Vijay Rekhi, said with increasing affluence, the premium brands were growing at a faster rate. The newly introduced Black Dog Centenary Scotch whisky 8-year-old in the regular category has been priced at Rs 875 (in Bangalore) for a 750 ml bottle. He said the company did not have any brands in the 2.25-lakh cases a year regular category. With the launch of Back Dog Centenary, it expects to have a 30 per cent share of the regular Scotch whisky category.
More launches soon
Mr Rekhi said a few other Scotch brands are expected to be launched soon. He said a special team has been put in place to market the premium brand, Black Dog Deluxe 12-year-old, in nearly 1,100 premium-in-premises outlets across the country. These include five star hotels and premium clubs. Black Dog Deluxe sells 25,000 cases a year and has a 50 per cent market share in the premium category. A rich and rare eight-year-old blended Scotch Whisky, Black Dog Centenary's exceptional character and complexity comes from a complex blend of 32 fine, aged single malt and grain whiskies. These are hand-picked from the Lowland, Highland, Speyside, Campletown and Islay regions of Scotland. A unique aspect of Black Centenary is the fact that the 32 malts are "married" for 90 days in sherry casks to allow for each whisky in the blend to combine perfectly with the others. And just prior to bottling, the blend is chill filtered to further bring forth the subtle nuances to ensure an added smoothness, according to Mr Rekhi. The company has also launched a slew of promotions including an offer of a customised car designed by Mr Dilip Chhabria for the winner of the contest. The company will also launch a 2 litre family pack of Black Dog and a limited edition festive season 700 ml pack, which will be priced 15 per cent higher than the 750 ml Black Dog Deluxe.
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