Diageo India launches Haig Gold label scotch

Chandigarh, Sep 19: Premium scotch-maker Diageo today launched its internationally acclaimed brand 'Haig Gold Label' in India.

''We expect this launch will cater to the consumers who want to switch to scotch from whisky,'' Diegeo India Director (Finance) Sridhar said here.

The affordable prising will also play a major role in attracting consumers from the Indian prestige whiskey segment, a market of about one crore cases to gradually migrate to this brand, he added.

Mr Sridhar disclosed that Diageo would make substantial investments in pan-India marketing and barnading activities and aims at achieving the status of 'Emperor of the Scotch dream' in the first year of its launch.

Haig Gold Label scotch will use the aspirational elements of Scotland and the Haig heritage as a platform to communicate the brand credentials and create a status connect with the target audience, he added.

UNI