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Boby Kurian

The company has studied whether the launch of Twist will impact sales of Smirnoff Red. This is crucial as Smirnoff vodka is mainly consumed in India with lime as the mixer.

BANGALORE, Dec 20

GUINNESS UDV is expected to shortly launch Smirnoff Twist, a citrus-flavoured variant of the leading premium vodka, in the Indian market.

When launched, it may be priced 15 to 20 per cent over Smirnoff Red, which is available here.

The company has just completed a market research on the viability of introducing Smirnoff Twist and the initial response has been encouraging, Mr Anupam Dutta, Director (Marketing), Guinness UDV said. Mr Dutta added the company has also studied whether the launch of Twist will impact the sales of Smirnoff Red. This is crucial as Smirnoff vodka is mainly consumed in India with lime as the mixer. Globally, Smirnoff Twist is also available in green apple, cranberry and orange flavours.

UDV brought Smirnoff into India in the mid-'90s and it is today staking claim as the largest selling premium white spirit brand in the country. It sells roughly 1.15 lakh cases annually and has been clocking over 20 per cent growth. As the largest selling premium vodka, Smirnoff has conflict of interests with Bacardi Carta Blanca White Rum. Both these brands have been primarily responsible for revving up premium white spirits market in the country. Incidentally, Bacardi launched a lemon-flavoured variant in the domestic market more than a year back.

It is now known that the company is also making efforts to uncork Smirnoff Ice, a ready-to-drink product with five per cent alcohol content. It is now learnt that Twist may reach the market before Ice though there is no word on it from the company. Mr Dutta said the company was not in a hurry to get Smirnoff Ice into the country as there was no first mover advantage in the RTD segment. It must be mentioned that Bacardi launched Breezer, a fruit-flavoured RTD, in the Mumbai, Delhi and Goa markets recently.

Guinness UDV said Smirnoff Ice, as is the case with Breezer, will target beer drinking youth as its main market. It is possible that the launch of Ice may initially be restricted to upmarket on-premise outlets to build premium qualities for the product. "We feel that it is important for RTD products like Smirnoff Ice to sell on its badge value," Mr Dutta added.

A month ago, Guinness UDV sold its Indian Made Foreign Liquor (IMFL) business to focus exclusively on its international portfolio in the country. Besides Smirnoff vodka, the brand portfolio include Scotch whiskies such as Johnnie Walker, J&B and Black & White.

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