Bhubaneswar, Nov 13: Herbertsons Ltd, a spirit division of Mr Vijay Mallya's UB Group, is aiming to capture 25 per cent of the dark rum liquor market in the state in a year's time. The world's third largest whisky manufacturer has recently launched its Bagpiper XXX Rum in Orissa."Given the quality of the product, we are sure that we will achieve the target this year," said the marketing manager Rohit Sood. He said about 1,30,000 cases of rum are being sold in Orissa per annum. The market leader brand - Old Monk - sales about 42,000 cases per annum.
Orissa is considered to be one of the major markets for dark rum in the country.
The rum market in India is about 15 per cent of the total India made foreign liquor (IMFL) market of 24 million cases per annum. Last year about 11.3 million cases of rum were sold in the country. The Herbertsons' share of the Indian market is about seven to eight million cases per annum. On the occasion of the launch of the product in Bhubaneswar recently, Mr Sood told reporters that the product has got very good response in Mumbai, Calcutta and Patna where it has already been introduced.
Stating that the brand is available in 750ml, 375ml and 180ml capacities, Mr Sood said the bottle and its label have been designed after a through research on people's tastes. A Dutch firm has developed the label.
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