United Spirits Limited (USL), the world's third-largest spirits company, has launched a new liquor retail chain, with the first store in Bangalore, India.

The company said today (19 March) that it plans to leverage on the growing lifestyle needs of the Indian consumer at the premium end of the market where browsing is a key consumer requirement.

Bangalore is set to have 15 more of the Spiritz & More outlets and the rest of the country would have another 50 stores.

Philip AB Sargunar, COO-South USL, said: "This first-of-its-kind outlet is designed to offer consumers a new experience through accessibility, ambience and personalised service."

The store is spread across a floor area of 600 sq. feet and is designed to depict the feel of entering into the new world, the company said.

Anant Iyer USL's head of luxury brands added: "Innovation is our hallmark. These outlets are core to the distribution strategy henceforth at United Spirits."