The Hindu Business Line : Diageo upbeat about luxury brands

New Delhi, Aug. 27 Liquor-major Diageo India is uncorking a slew of initiatives to popularise its brands in the luxury segment. Besides increasing its brand offerings, the company will also enhance its customer shopping experience.

“Reserve Brands are the biggest growing category and we see a major chunk of the revenue coming from this segment as more first time consumers are opting for the premium segment,” Mr Asif Adil, Managing Director, Diageo India, said.

He said the company will be extensively marketing brands such as Johnnie Walker Gold Label, King George V, Talisker, Ciroc and Cardhu through a series of experiential marketing initiatives. The premium brands come at a price upward of $40 to $1,000.

“Besides association with sporting events such as polo and golf, the marketing initiatives will include transforming the shopping experience with a complete revamp of the duty free stores in the country. Retail outlets like Johnnie Walker Select will have Armani-clad shop attendants to cater to the consumers,” he said.

Diageo hopes that the revenue from reserve brands will show a two-fold increase in the future. Currently, it contributes about 20 per cent to the company’s revenue.

The company is also going aggressive on its retail roll-out and is targeting all major metros.

Recently, it had launched three of its international wine brands — B&G, Blossom Hill and Piat d’Or — in India through duty-free channels.

Women consumers

On targeting the women consumers, Mr Adil observed that with societal taboos coming down, the consumption of alcohol is becoming acceptable among women. “Women currently contribute about 3-5 per cent of our consumer profile,” he said adding the company is targeting them with offering such as Baileys cream liqueur and Nilaya.

As a part of its retail foray, the company has tied up with retail majors Reliance Fresh, Aditya Birla-promoted More. It is also engaged in talks with retailers such as RPG and also Metro Cash and Carry. Diageo will also be increasing its offering through the CSD channel.

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