Diageo, the world?s leading premium drinks company, is eyeing the Indian liquor market for its single malt whisky product portfolio, which has become a hotspot thanks to the rising disposable income and consumers? thirst to experiment with global brands. Diageo India, the Indian subsidiary, which has been establishing the recently launched single malt brands, plans to launch another brand, Singleton of Glen Ord, to its super premium product basket soon. The company is also set to launch Ketel One, the super premium vodka brand from its following the formation of new joint venture company in the Netherlands in partnering with Nolet.
The company is in the process of establishing the brands including premium scotch whisky brands such as Johnnie Walker Blue Label – King George V (Rs 50,788), JW Blue Label Magnums (Rs 41,023), JW Gold Label (Rs 5,928) and single malts such as Lagavulin (16 yr old) (Rs 6,408), (JW Green Label-15 year old), Cardhu (12 year old-Rs 5,311), Glen Ord (12 year old-Rs 5,271) and the soon-to-be-launched Singleton Of Glen Ord (12 year old) will cost Rs 3,400 in retail shops. Talisker 18 year old, which had been declared as Best Island single malt whisky, in World Whiskies Awards, costs about Rs 6,352 in retail shop.
Asif Adil, managing director, Diageo India, told FE, ?For creating awareness about high premium brands, we are approaching the consumers with a new approach to pair whisky and food, through various food occasions. It begins with the lighter malts from the Lowlands, which are matched with the starters, and goes on to the heavier/smokier malts like Talisker, which can be paired with the main course.?
On June 9, Diageo and Nolet Group, the family-owned distiller of Ketel One Vodka, have completed the transaction to form a equally-owned company that will own the perpetual exclusive global rights to sell, market and distribute super-premium Ketel One Vodka and Ketel One Citroen.
In 2007, Ketel One Vodka and Ketel One Citroen had a combined annual volume of 1.9 million cases. It is sold primarily in North America in the super-premium vodka segment and will complement Diageo’s premium Smirnoff and its ultra-premium Ciroc brands. Adil said, ?The price of Ketel One will come in between Smirnoff Black and Ciroc Vodka brands.?