Our Bureau

Kolkata, Sept. 21

United Breweries (UB) is keen on launching McDowell's Celebration Rum in 180 ml tetrapacks in West Bengal, Bihar, Andhra Pradesh and Assam. At present, McDowell's Celebration Rum is available in 180 ml tetrapacks in Karnataka and Maharashtra.

Addressing a news conference held here on Thursday to disseminate information about several international taste awards that has been bagged by McDowell's Celebration Rum, the company's Chief Operating Officer (East), Mr Kaushik Chatterjee, said the permission of the excise authorities in different States was required to be obtained before the drink could be launched in 180 ml tetrapacks.

An exercise in this regard was required to be initiated before the drink could be launched in these States.

Fastest growing brand

Mr Chatterjee said McDowell's Celebration Rum enjoys a 38 per cent market share on an all-India basis. From sales of around one million cases in 1996-97, it sold more than 5.4 million cases in the calendar year 2005. The rum is also exported to West Asia and Japan.

(This article was published in the Business Line print edition dated September 22, 2006)
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