The Hindu Business Line : Beam Global launches IMFL brand

Beam Global Spirits & Wine Inc, a player in the premium spirits segment, has entered the Indian spirits market with IMFL brand, DYC. The brand targets the semi-premium and premium segments.

Speaking to newspersons, Mr Harish Moolchandani, Managing Director (India), said that DYC, an established brand in the European market, is being brought to India as an Indianised version to suit Indian tastes. It is a blend of premium Indian grain with the imported aged malt.

The company is targeting sales of one lakh cases for the first year ending December 2007; it has been launched in the markets of Rajasthan and Punjab. The second phase is targeted at the Western region. Mr Moolchandani said that it would be made available to the entire retail segment in the State by February-end. The pan-India launch would be completed by April, he added.

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