M'shtra gets a flavour of DYC: Rare crafted whisky

Pune, Jan 14: Beam Global Spirits&Wine Inc., the fourthlargest premium spirits company in the world, today made their forayinto the Indian spirits market with the launch of their latest brand,DYC, Rare Crafted Whisky.

Priced at Rs 385.33 for a 750-ml bottle, it aims to capitalize ona price-gap between the premium and semi-premium 'Indian Made ForeignLiquor' (IMFL) brands in the market.

The brand, DYC, Rare Crafted Whisky, which is an established brandin Europe, has been adapted exclusively for the Indian markets. It willbe blended and bottled in India.

''The move represents an opportunity to leverage an untappedsector and propels Beam Global into the largest whisky sector in India.Positioned as an ''affordable luxury,'' the rare crafted Whisky DYCoffers premium quality with world-class packaging at an affordableprice, making it desirable and accessible to aspiring Indianconsumers,'' Beam India Manager Mr Devarsay Gangualy said.

''The brand will be available at all leading outlets across the country,'' he added.

Raising a toast at the launch, the Mr Harish Moolchandani,managing director, Beam Global Spirits and Wine, India, said that BeamGlobal has long been the leader in the Scotch segment in India with ourflagship brand Teacher's.

''Now with DYC in the IMFL segment, Sauza in the tequila category,and Jim Beam in the bourbon market, we are well positioned to leverageour market position to propel growth. We have great expectations fromthe Maharashtra market alone,'' he added.

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