The Hindu Business Line : Diageo launches vodka brand

Diageo, the £5-billion turnover global premium drinks major, on Wednesday launched a vodka brand in the prestige segment. Christened "Shark Tooth", the vodka is made from 100 per cent grain neutral spirit and has been developed specially for the Indian market, Mr Asif Adil, Managing Director of Diageo - India & South Asia, told a news conference here. Diageo is the world's leading premium drinks company that has its brands across spirits, wine and beer categories. These include scotch whiskies such as Johnnie Walker, J&B Rare, Black & White and Vat 69. It also has brands such as Smirnoff, Gordon, Guinness Stout, Baileys Irish Cream, etc.

The company has its footprint in 180 countries globally. Mr Adil said that with the launch of Shark Tooth, Diageo was targeting the fast-growing prestige vodka segment. In the calendar year 2007, Diageo hopes to sell one million cases of Shark Tooth vodka.

According to Mr Adil, Diageo has two plants in the country that are located in Maharashtra and Madhya Pradesh. Plans to set up another plant is under consideration. The company is looking at organic and inorganic growth with regard to its operations in the country.

Mr Adil, however, declined to share financial details pertaining to Diageo's operations in India.

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