The Swedish vodka Absolut is to be launched on the Indian market.


Swedish spirits company V&S Absolut Spirits has appointed Whyte and Mackay to distribute the brand in the country. The deal will see the roll-out of Absolut from the duty free markets which Whyte and Mackay has handled for two years into the Indian domestic duty paid markets. 


Whyte and Mackay said it will work with its strategic partner Shaw Wallace, the second largest spirits company in India, in the brand’s marketing and distribution.


Glen Gribbon, brands director at Whyte and Mackay Ltd, said: “Absolut is a fantastic brand and one which quite rightly the Swedes protect closely.  We are delighted to have been chosen as V&S ABSOLUT’s partner in India and this further strengthens our existing relationship with them in  the Middle East and Sweden.


“The vodka market in India is currently around 900,000 cases per annum but this really only scratches the surface of a market that we believe has huge future potential.  The addition of ABSOLUT also strengthens our portfolio in India and gives us a more powerful base from which we can fully develop brands such as Whyte and Mackay, Isle of Jura and The Dalmore.”  
Bengt Baron, presidentat V&S Absolut Spirits said: “Together with Whyte and Mackay Ltd, our initial aim is to increase Absolut’s presence in top bars, restaurants, hotels and selected liquor shops mainly in Mumbai and Delhi which as a market we believe has huge potential.  We are delighted with what Whyte and Mackay has achieved for us in the duty free market and look forward to achieving similar success in the duty paid markets.”

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Whyte and Mackay launched Vladivar vodka, the number two vodka brand in the UK, in India last November, with the brand being produced by Shaw Wallace. 


Glen Gribbon added: “The markets for Absolut and Vladivar are very different, with Absolut being a premium Imported vodka and Vladivar competing in the premium domestic category alongside Smirnoff. The two complement each other in the Indian market.”