Diageo-Radico mull launching premium and semi-premium brands

New Delhi, Feb 27 (UNI) Premium drinks maker Diageo Radico Distilleries Pvt Ltd today said it is contemplating the launch of high quality brands in the premium and semi-premium brown spirits category.

The JV between Diageo and Radico Khaitan Ltd will focus on brown spirits but will look at other categories within the Indian Made Foreign Liquor (IMFL) segment subsequently, company Joint Managing Director Abhishek Khaitan told reporters while launching Diageo Radico's new premium whiskies.

Both the companies have invested Rs 15 crore for the launch of 'Masterstroke Deluxe' which will be available in the market within the next three months all over the country in different phases.

In the first phase, the Masterstroke Deluxe whiskey will be available in Delhi, Haryana, Punjab, Rajasthan and Chandigarh at a price of Rs 300 to Rs 400 per bottle (750 ml) from today.

While Diageo will market and advertise for the product, Radico will supply the products in the market. Manufacturing and bottling of the new products will be done at both the companies' existing facilities across India.

Radico, which targets to increase its market share by 20-25 per cent in the next two years, will produce 10-11 million cases of this new whisky annually.

''Our association brings together the strengths of the two companies in brand marketing and distribution to create innovative international quality products for the modern Indian consumer, specially people from the BPO sector and the Rang De Basanti generation'' Mr Khaitan said.

The launch of Masterstroke dmonstrates Diageo Radico's strategy to redefine the IMFL segment and spearheads the two companies' growth plans aiming to capture a significant share in the market.

''Masterstroke Deluxe Whisky is positioned to compete in the Prestige IMFL segment and I invite every consumer to taste and enjoy this outstanding new brand which adds to Diageo's and Radico's extensive portfolio in India,'' said Mr Asif Adil who is also the Joint Managing Director along with Mr Khaitan of Diageo Radico Distilleries Pvt Ltd.

Diageo, a global company, trading in over 180 markets around the world, has a leading premium drinks business with a collection of beverage alcohol brands across spirits, wine and beer categories.

Radico has manufacturing plants in Rampur (Uttar Pradesh), Andhra Pradesh, Maharashtra, Punjab and Rajasthan with the brands like Magic Moments Vodka, Old Admiral Rum, 8 PM Bermuda Rum and Old Admiral Brandy.

The company with a production of 22 million cases from the mother plant in Rampur, last year, grew at about 17 per cent in the last fiscal with a total production of 60 million cases pan-India.

UNI