The Hindu Business Line : Beam Global to focus on premium whisky DYC

New Delhi, March 20 Beam Global India, a part of the $8-billion turnover Fortune Brands Inc of the US, is raising a toast to the growth in alcoholic drinks in India. The company is bubbling with activity and will focus on its premium range of IMFL whisky DYC to push its sales graph.

“There is a phenomenal growth in the premium category of whisky in India. We will be increasing our portfolio with a range of new launches,” Mr Harish Moolchandani, CEO and Country Head, Beam Global Spirits and Wine, told Business Line.

Currently the company has 12 out of its 50 global brands in India. Some of its popular brands include brands such as Teachers Scotch whisky, Jim Beam Bourbon whisky, Laphroaig Scotch, Sauza tequila and Courvoisier cognac.

Observing that India is primarily a spirits market, he said the market is charting a growth path because of demographic changes such as disposable income and aspirational levels.

The DYC whisky will address the gap in the market between the premium and semi-premium IMFL price segments.

“An established brand in Europe, Whisky DYC has been adapted exclusively for the Indian market. The product is a blend of premium Indian grain and imported aged malts —DYC will be blended and bottled in India,” he said adding the company will also focus on its popular bourbon brand Jim Beam.

The size of the domestic whisky market has been pegged at 15 million cases annually.

The company has rolled out its retail presence in northern, western and southern markets, he said adding it has a bottling unit in Rajasthan.

At present Beam Global India contributes as much as Rs 150 crore to the turnover. “We hope to see a 30 per cent jump in sales by the end of this financial year,” he added.

Mr Moolchandani said that Defence canteen (CSDs) will be an important sales channel for the company with as much a 15-20 per cent sales coming from this division.

“The challenge will be to increase visibility through various channels mainly through below-the-line activities,” he adding the company will spend 30 per cent of the sales on branding and promotions.

More Stories on : Strategy | Breweries

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
EON PreMedia ties up with NETS

Jones Lang Lasalle Meghraj to expand to smaller cities

Beam Global to focus on premium whisky DYC

Tie-up for Nomadic marketing

Asia Pacific Media Forum from June 4-7

Goafest kicks off on April 3

Kingfisher is IPL’s umpire sponsor

Retailers ride high on easy EMIs

UTV hopes to rake in Rs 25 cr from ‘Race’

‘Jodhaa Akbar’ grosses Rs 120 cr

MTNL launches IPTV services

Henkel India unveils Bref brand of homecare products