Diet vodka from Romanov for health conscious

Noida, May 28 (UNI) To capture the growing liquor industry, vodka major Romanov today launched its brand extension, Romanov Diet Mate Vodka here.

Vodka is the fastest growing spirit in the country with a compound annual growth rate (CAGR) of 45 per cent by volume in the last year with a market share of 33 per cent. Diet Mate will be produced in the company distilleries with no additional units being set up for the purpose.

Romanov registered a sales growth of 50 per cent last year. The company sold 8.5 lakh cases of the liquor.

The new product, a part of the flagship brand of Romanov, has Garcinia which is said to reduce cholesterol. It has been launched in the northern region of Rajasthan, Uttar Pradesh and Punjab. Diet Mate has been launched at a premium of 10 per cent over regular vodkas available in the market.

''We expect sales to be around 10 per cent of Romonov, that is around 80,000 to 90,000 cases,'' said Romonov Chief Operating Officer (North) Ashwin Mallik.

''Diet Mate will act as a point of differentiation in the manufacturing and marketing of the vodka industry,'' Mr Malli added. The brand will soon be launched all over the country.

A part of the United Spirit group, Romonov along with other brands like White Mischief, McDowell's, Herbertsons is the largest spirit producer in the country.

The world production of vodka reached 66 million cases, while India accounted for 3 million cases last year.

Launched by Bollywood actress Shilpa Shetty, the brand aims to position itself as a 'young' drink.

UNI