Teacher’s in high spirits

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Rupert Patrick, managing director (Duty Free and Developing Market Business), Beam Global Spirits & Wine, which is the fourth largest premium spirits company, was in India recently. Patrick has taken upon himself the responsibility of realising the full portfolio of Beam Global’s brands, including Teacher’s, in the emerging markets of India and Brazil.

Terming it a routine quarterly visit to the country, he adds, “The idea is to accelerate the growth process of Teacher’s Scotch whiskey and other Scotch brands.” Patrick says that Teacher’s has been growing at a rate of over 20% in the country. The overall growth rate for the Scotch market in India is, however, 18-19%. “We are not only in the leadership position in the country, but also growing ahead of the market.”

Teacher's Scotch whisky is the most important brand in the portfolio for him and India, one of the highest growth markets for it. “India is essentially a whiskey market and the future is bright. There are right demographics here and economy is strong,” he says.