Currently, it is Teachers Highland which accounts for over 70 per cent of Scotch sales under Teachers umbrella (bottled in India), followed by Teachers 50 (12 years) and Teachers Royal Highland. Teachers 50 is around 30-40 per cent more expensive than Teachers Highland.
Allied Domecq has, however, not yet taken any decision on its flagship brand Valentino and others like Beefeater, Tia Maria and Kahlua liqueur, which are available in duty-free shops. Allied Domecq sold over 45 million cases globally in 2002.
Says Allied Domecq India general manager Neeraj Kumar: Our new thrust is aimed at securing three-fourth of our Scotch sales from Teachers 50. Were also taking a relook at brands like Long John Scotch and we will arrive at appropriate communication for these brands.
Says Mr Kumar: We plan to hold around 40 events (to promote concepts like Scotch-tail) in a dozen cities in the next 12 months which will be aimed at reinforcing brand association with concepts like Celebrations. This year weve also expanded our property Teachers Achievement Award to honour individuals in five categories.