Diageo India eyes 40% revenue share for its reserve brands

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Diageo India, a subsidiary of Diageo plc, plans to focus more on reserve brands than on its mid-priced and low-priced offerings. “A couple of years down the line, Diageo India plans to take up the revenue share of its reserve brands to 40%,” informs Santosh Kanekar, director, marketing, Diageo India. Currently, the luxury brands yield 20% of it’s revenues.

The UK-based liquor company is planning to launch its luxury brand of single malt Scotch whisky, Singleton, in October. Also in the pipeline is the launch of its Thomas Burton range. It launched two reserve brands—Tanquery No Ten, a premium gin, and King George V whisk in this month and the last. Currently available in the major metros, these brands will be available across the country by the end of the year.

Kanekar says, “With our luxury products we are targeting cities such as Mumbai, Delhi, Pune, Bangalore, Hyderabad and Ludhiana.” Diageo’s portfolio of products includes Smirnoff Vodka, Johnnie Walker Whisky, VAT 69, J&B and Black & White

For Diageo, the world’s biggest alcoholic drinks company, the emphasis has always been on the US, the world’s most profitable spirits market. It has recently expanded more aggressively into emerging markets in Africa and Asia, including India.