Our Bureau

New Delhi, May 23

WITH an eye on the growing demand for high-end spirits in the country, the maker of Jack Daniel's premium whisky, Brown-Forman, has launched its luxury vodka brand `Finlandia'.

"Finlandia is a luxury vodka brand and should not be confused with designer vodka brands. This is a product that uses high quality ingredients and the world's best distilling technology," Mr Amrit Kiran Singh, Vice-President and Area Director of Brown-Forman, said at the launch.

Finlandia is in the Rs 1,500-1,600 range and will be available in India in three flavours cranberry, lime, and classic. Apart from duty-free shops, the vodka will be available in the retail markets of Delhi, Mumbai and Bangalore.

"Vodka is popular among the age group of 25-30 and is growing at 25-30 per cent annually," Mr Singh said. Last year about 15,000-20,000 vodka cases were imported, which constitutes about 1 per cent of the total imported spirits in India.

In contrast, vodka represents about 17 per cent of the world's spirit consumption, that is about 3,500 million litres a year. The share of premium vodkas is about 5 per cent.

(This article was published in the Business Line print edition dated May 24, 2005)
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