Brindco uncorks Corona, to market more foreign brands

Sambit Datta

Mumbai, Aug 21: IN anticipation of the rationalisation of customs duty in the next few years and potential for growth, Indian marketing and distribution companies in the liquor business have lined up international brands.

The latest entrant is Brindco Ltd, a leading alcoholic beverages distribution company, which has just launched Corona, the Mexican beer in the domestic market. The company is also planning to make a foray into the liqueur segment also.

According to Brindco executive director Aman Dhall, “In line with the removal of quantitative restrictions on alcoholic beverages in India, many international companies are set to tap the Indian market which has huge potential for growth. Though the duties levied on imported liquor is quiet high at present, down the years, we anticipate that duties will definitely come down to a reasonable level. We think this is the right time for creating the brand consciousness among the Indian consumers.”

“Having firmly established itself amongst the domestic players, Brindco has now made a foray into the imported liquor segment. Brindco’s extensive distribution network caters to over 100 million potential consumers across the country,” Mr Dhall said.

When asked about the ban on liquor advertising, Mr Dhall said, “The ban is a retrograde step and infringes on the fundamental right to build brands. Advertisements do not increase consumption but give information to the consumer about the brands so that they can make an informed choice.”

The company has tied up with leading wine houses from France, Italy, Germany, Spain, US and Australia to market and distribute their brands in India. The company sells over 4.9 million cases of IMFL (Indian manufactured foreign liquor), and beer in the Indian market.

Brindco ’s moves comes even as William Grant & Sons along with Bacardi Martini India initiate co-marketing efforts over the recent past, while global wine and spirit major Moet-Hennessy has made a foray into the Indian market.

Beginning with five ultra premium brands initially, the company plans to launch a slew of wines including French, Italian, Chilian, South African and Californian wines in India.