Market research
A new joint venture between United Spirits executive Vijay Rekhi and Globus Spirits has announced details of a three-strong range of higher-end Indian Made Foreign Liquor expressions in the country.
Included in the new IMFL range is Oakton Barrel Aged, which features 18-year-old Scotch
Unibev India said earlier this week that the range represents the first super-premium aged offerings from the IMFL segment. The three will initially launch in Karnataka, Telangana and Andra Pradesh with other markets in the north and east of the country set to follow.
The portfolio comprises:
- Governor's Reserve, which includes 12-year-old Scotch whisky - INR1,043 (US$15.30) per 75cl bottle
- Oakton Barrel Aged, which includes 18-year-old Scotch - INR1,400 per 75cl bottle
- L'Affaire Napoleon Premium Brandy, which uses three-year-old brandy - INR1,350 per 75cl bottle
"The IMFL industry in India has been stagnant on the innovation front for the last few years," Rekhi told just-drinks earlier this week. "The industry has seen regional brand launches in the semi-premium and premium segments, but nothing that alludes to consumer aspirations for better blends.
"By using aged Scotch in created IMFL blends for Governor's Reserve and Oakton Barrel Aged whiskies, we have raised the bar for premium spirits consumption in India."
Rekhi stepped down as MD of United Spirits in 2011, having spent 39 years with the market leader. Since his departure, Diageo has bought into United Spirits and now owns a 55% of the company's stock.
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Sectors: Emerging markets – BRIC, Product launches, Spirits
Companies: United Spirits Limited
