US-based liquor maker Beam Inc is gearing up for a national roll-out of its recently launched Scotch-based ready-to-drink product under the Teacher’s brand and expects to have a reach across India by the end of this year.
The company, which is present in India through its subsidiary Beam India, has launched the drink in select markets, including Mumbai, Goa and Daman.
“We plan to launch the product next in Karnataka, Delhi and Chandigarh. Our aim is to roll it out across the country by the end of this year,” the Beam India and Indian Sub Continent CEO and Managing Director, Mr Harish Moolchandani, told PTI.
According to him, the alcohol-based RTD market in India stood at around 1.6 million cases per annum and growing at 25 per cent year on year.
“We are looking to set the trend first. When this is achieved, we will look at how we can add a few more boxes,” Mr Moolchandani said when asked about sales targets.
For bottling the new product, the company has tied up with a local firm in Maharashtra, he added.
On the pricing front, he said the Teacher’s RTD costs Rs 160 for a 330 ml can in Mumbai but the company plans to sell the product at an average price of Rs 100 in other parts of the country.
Beam Inc, which is the fourth largest spirits firm in the world, has also recently launched Teacher’s 25-year-old Blended Scotch Whiskey and Teacher’s Highland Single Malt in India.
With this launch (RTD), Teacher’s will have complete end-to-end Scotch portfolio targeting different segments of Scotch aspiring consumers in India, he added.