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French vodka maker Grey Goose eyes Tier II cities

Written by: Staff
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New Delhi, Sep 10 (UNI) French super premium vodka brand Grey Goose has embarked on a promotional campaign for its drinks in India and plans to move to Tier II cities like Hyderabad and Goa, after putting its feet firm in Mumbai, Delhi and Bangalore.

''There is a huge potential in the Indian market and people here have started understanding luxury brands. The whole of Asia Pacific, including India, has seen a good growth for white spirits, particluarly vodka,'' Grey Goose Global Marketing Manager Paul Francis said.

Besides, its holding company Bacardi, which bought Grey Goose for more than two billion dollars in an all cash deal in 2004, is contemplating the introduction of tequila brands Casadorezes and Corzo in India.

The luxury brand, available in Original, L'Orange, Le Citron and La Vanille flavours, will move to different cities and organise promotional events at major hotels and pubs, Mr Francis said.

''We have planned a number of events for the promotion of the brand...we are exploring possibilities of distribution in places like Hyderabad and Goa. There has been a shift away from brown spirits to white spirits across the globe and we are seeing the trend here in India as well. It is a good time to bring other white spirit brands, which are not present here,'' he said.

Grey Goose is available at all the five-star hotels in Mumbai, Delhi and Bangalore, and is promoted by its global brand ambassador Dimitri Lezinska, whose celebrity customers range from Hollywood stars Robert de Nero, Brad Pitt to soccer icon David Beckham and Pop Diva Madonna.

With India and China emerging as key markets, the company is in the process of increasing investments in terms of human resources and financial spending on brand building in the region, he added.

Bacardi Ltd, a privately held company, has a portfolio of more than 250 brands and labels, including Bacardi Rum, Martini&Rossi Vermouth, Dewar's scotch whisky, Bombay Sapphire Gin and Cazadores Blue Agave tequila.

UNI PV DKS HT1115

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