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Our Bureau

Hyderabad, Dec. 18

United Spirits Ltd (USL) has launched Royal Mist, its new premium grain derived whisky, placing it in the luxury segment. Andhra Pradesh is the second destination for the product, which would be available in seven States by this month-end. Projecting a potential of creating two million cases per year sale in this new luxury whisky segment, USL is confident of a lion's share, said Mr N.R. Rajasekhar, Chief Operating Officer (COO) of USL's Andhra Pradesh operations. To be marketed in various pack sizes with costs ranging from Rs 109 to Rs 436, Royal Mist is targeted at the upwardly mobile consumers, who are quality-conscious and not just premium buyers, he told newspersons at the launch event today. Investments would be made in the existing plants in Nashik and Udaipur, to increase the blend so that the demands for the product can be met, said Dr Bhattacharya, Head of the R&D of the company.

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