The Hindu Business Line : Beam Global eyeing pan-India presence

Kolkata April 16 Beam Global Spirits & Wine India, part of the $8-billion turnover Fortune Brands Inc of the US and owner of brands such as Teachers Scotch whisky, Jim Beam Bourbon whisky, Laphroaig Scotch, Sauza tequila and Courvoisier cognac, hopes to establish its presence across the country by the end of this month.

The company has rolled out its retail presence in northern and western India and West Bengal. Soon, it will foray into Karnataka, Andhra Pradesh, Assam and Bihar, among other States, according to Mr Harish Moolchandani, Managing Director of Beam Global Spirits & Wine India.

Mr Moolchandani told Business Line that the company had entered a new category in the Indian spirits market with the introduction of an Indian Made Foreign Liquor (IMFL) whisky brand — DYC Rare Crafted Whisky. The idea was to "seize the opportunity for us to create a new segment where we are able to attract the premium consumer to an altogether new value proposition," he said, adding that company's bottling plant was located in Rajasthan.

According to him, with the launch of the DYC whisky, Beam Global is seeking to address the gap in the market between the premium and semi-premium IMFL price segments. The size of the domestic whisky market has been pegged at 15 million cases annually.

The company's portfolio of offerings in India include brands such as Teachers, Teachers 50, Jim Beam, limited edition Laphroaig and Sauza tequila. Depending on the market's response to the DYC whisky brand, more launches would be planned, Mr Moolchandani said.