McDowell's mulls tetrapack rum in four states

By Staff
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Google Oneindia News

Kolkata, Sep 21 (UNI) Spurred by its success in Karnataka and Maharashtra, the UB Group plans to introduce its flagship product McDowell's Celebration Rum in tetrapack in West Bengal, Bihar, Assam and Andhra Pradesh.

The company, however, has to first convince the respective state excise departments to get reprieve from the existing norm which allows liquor to be sold only in glass bottles.

"We intend to introduce Celebration Rum in 180 ml tetrapacks in these states. But the existing excise norm comes as a rider for which we have to take up the issue with the authorities," company's Chief Operating Officer, East Kaushik Chatterjee today said.

He said McDowell was the first liquor company in the world to make the product available in tetra packs in Karnataka and Maharashtra.

The normal excise rule is to have a sales volume of at least 60,000 cases per month to introduce liquor in tetrapacks.

Mr Chatterjee said at present Celebration Rum had 38 per cent All India market share with a growth rate between 16 and 20 per cent. The sale of the brand rose to one million cases in 1996-97 to 5.5 million cases in 2005-06.

Speaking about the company's achievement, he said McDowell's Celebration white rum won gold medal while dark rum picked up the bronze at Monde Selection this year. Dark rum was also granted a two-star Superior Taste Award by the independent Belgium-based International Taste and Quality Institute(iTQi) and a silver awared at the IWSC 2005 in Brussels.

UNI KDG PL DB1635

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