Financial woes need not make you depressed, raise a toast to the good times gone by, instead! Though India Inc is reeling under a financial crunch and putting away most celebrations, the liquor industry is set to take advantage of the festive season with various marketing initiatives.
Liquor majors such as Diageo India, Radico Khaitan and wine manufacturers are launching new gift packs, new flavours and marketing initiatives with new brand ambassadors for the upcoming festivals such as Diwali, Christmas and for the New Year. Diageo India has introduced the Johnnie Walker Red Label Vodafone F1 festive pack, inspired by Formula 1 racing. JW Black Label was launched in a vintage wooden twin pack with gold embossed corners, while JW Black Label, as a special anniversary pack called the Black Label Limited Anniversary Edition, has been launched in a sleek high gloss black bottle that features the striding man figure cast in real 23 carat gold. Meanwhile, Smirnoff?s ?Smirnoff Mix It,? with special cocktail drinks, are designed using Indian ingredients.
Asif Adil, managing director, Diageo India, said, ?A festive gift hamper customised to suit an Indian consumer?s tastes is always preferred for corporate as well as personal gifting. Given the Indian consumer?s growing fondness for everything unique and luxurious, a collectors? edition of our premium and luxury spirit brands like Johnnie Walker Blue Label, Baileys and Nilaya will be lapped up by the consumers here.?
Radico Khaitan has its focus on Magic Moments Vodka, with which six new flavours had been launched recently. Rahul Gagerna, VP, marketing, Radico Khaitan Ltd said, ?The festive seasons sees a growth of around 20-25% in sales and this season too, with our new offerings like Magic Moments Vodka and its flavours, we are expecting this growth to surge further ahead.? Hrithik Roshan and Mallika Sherawat are the brand ambassadors for Magic Moments Vodka and 8 PM Whisky, respectively, for pushing sales this festive season.
Bikram Basu, VP-marketing, Pernod Ricard India, said, ?October and December are normally peak months for the spirits category and approximately 15% higher sales than the calendar average for premium brands are recorded. The figure will be around 8-10% higher for brands priced lesser than Rs 400/ 750ml. We do work towards higher on-ground activation in the months starting September through February on key brands.?
There is a spurt in offers at Travel Retail on imported brands too during this period, he added. It sells brands such as Chivas Regal, Blenders Pride, Royal Stag and Imperial Blue.
Wine makers are also in an up-swing mood. Abhay Kewadkar, senior VP & chief wine maker, UB Group, said, ?To promote wines, emails have been sent out to corporate houses to help them in opting for a classy gifting option. Special gift hampers will be customised as per the requirement of the consumer. Special Diwali packs with twin bottle are available at retail outlets.?
Mumbai-based wine distributor, Finewinesnmore, has launched Finewinesnmore Wine Hamper, containing bottles of Ceretto wines or Tenuta Coppadora from the basket of Italian wines. Vintage Wines offers its Reveilo wine range including Chardonnay Reserve and Cabernet Sauvignon Reserve for Diwali in festive custom crafted jute bags, filled with fine chocolates, priced at Rs 1,050 onwards.
