Diageo cruises into prestige vodka segment

Indore, Oct 18 (UNI) Diageo, a premium drinks major, today announced its entry into the fast-growing prestige vodka segment here with the launch of 'Shark Tooth'.

The brand's unique selling proposition is its 100 per cent Grain Neutral Spirit that delivers a perceptible mouth and throat feel.

Shark Tooth will provide Diageo with an impetus to become the market leader in the segment. Diageo is also aiming to target the regular vodka and the prestige whisky segment.

''Research reveals that prestige vodka consumers in Indore have been looking for attitude and taste befitting their fast-changing lifestyle. The innovation team at Diageo has developed this vodka -- not existing in the global Diageo portfolio -- especially for the Indian market,'' Diageo-India and South Asia Managing Director Asif Adil said in a release issued here.

He claimed that Shark Tooth is a sea change from normal vodka.

Distilled and bottled in India, it will be available in two variants, Shark Tooth and Shark Tooth Extra with the latter containing Ginseng.

The 750 ml, 375 ml, 180 ml and 60 ml packs are in unique bottles.

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