United Spirits Ltd (USL), which has a whole array of whisky brands, on Tuesday launched luxury whisky Royal Mist in Jharkhand, where it wants to sell around 1,500 cases a month.
“With the launch of the product, we are aiming at 50% of the luxury whisky segment in Jharkhand,” said a company representative at the launch.
In actual terms, the figure will translate into the sale of 1,500 cases of Royal Mist a month. Royal Mist, placed between McDowell’s No 1 and Royal Challenge, challenges Seagram’s Royal Stag, which has been the market leader in the segment.
USL sources, when asked if Royal Mist would be facing pricing problems in Jharkhand as liquor shops in the state were being run by a syndicate that had gained licences from the government through a bidding process, said the pricing decision had been that of the syndicate only, which was “very co-operative” with the company.
USL has ensured supply of Royal Mist in Jharkhand by way of a bottling agreement with Ranchi-based Ajanta Bottlers & Blenders Pvt Ltd (ABBPL).