The Hindu Business Line : Beam Global Spirits to boost presence in India

Glasgow (Scotland) May 29 The fourth largest premium spirits' company Beam Global Spirits & Wines has unveiled its India plans as it looks to strengthen its presence in the country.

Beam Global's Managing Director for emerging markets, Mr Rupert Patrick, told Business Line that on the cards were plans to set up a manufacturing plant in India and bottle another of its brands. It also plans to launch another IMFL (Indian-made foreign liquor) and a bourbon whisky later this year. The manufacturing plant would come up sometime next year based on the kind of volumes the existent brands in India generate. It is likely to set it up with a local partner who has a manufacturing plant.

Huge market

"We don't think the issue of high tariffs will go away soon. Hence, we will look at setting up a plant and even bottle another of our brands in India to take on competition,'' Mr Patrick said. He said India was turning out to be a huge market for its brands and hence the company was keen on expanding its presence.

Beam Global owns brands such as Teachers' Scotch whisky, Jim Beam Bourbon whisky, Laphroaig Scotch, Sauza tequila and Courvoisier cognac.

Mr Patrick said IMFLwhisky brand — DYC (Destilerias Y Crianza del Whisky S.A.) Rare Crafted Whisky was performing extremely well in the premium segment of the market. The company already has a bottling plant in Rajasthan.

Even though Teachers' is made in Scotland, it is bottled in India and attracts lower taxes because of this. Teachers' had achieved strong double-digit growth in 2006 in its category, he added.

Regional presence

Mr Patrick also said the company was expanding its regional presence in the country by adding more key staff. "We have been fortunate in attracting some of the best talent in the industry including some from the competition,'' he said.

To get round the issue of high import tariffs, Beam Global was one of the first to look at launching an IMFL brand in India. DYC has been adapted exclusively for the Indian market and is blended and bottled in the country.