Seagrams New Vodka Brand Targets 10-12% Market Share

Mumbai, Nov 16: | Updated: Nov 17 2003, 05:30am hrs
Seagram India, the 100 per cent subsidiary of Pernod Ricard from The Netherlands, has entered the vodka market with its new brand Fling which is positioned in the premium segment. The brand is targeted at the urban youth.

Seagram India assistant vice president, marketing, Kashmira Chadha said, The main purpose behind launching this brand is to move towards a complete liquor portfolio. We are aiming at 10-12 per cent share over next one year in the premium vodka market which is more than 2,00,000 cases per annum in India.

Seagram has been primarily into whiskey and subsequently introduced the Extra White gin. Ms Chadha added that the liquor industry in India is growing at 10 per cent per annum, while the vodka (a white spirit) market is growing at around 25 per cent. It is further classified into regular (priced below Rs 250 per bottle) and premium segments. The existing vodka brands (both, premium and regular) in India include Smirnoff from UDV, Romanov from UB and Vladivar from Shaw Wallace.

Fling has been launched all over Mumbai (liquor shops as well as pubs) and would soon be launched in other cities. It is priced at Rs 390 per bottle, plus taxes, in Mumbai.

The vodka is bottled in the Nashik bottling plant of Seagram. The raw material is procured, both domestically and from abroad, through an established chain of suppliers. Seagram India sells a total of four million cases of liquor per annum in India, while the parent company sells over 80 million cases worldwide, making it the second-largest spirits manfacturer. As regards exports, there are no immediate plans, but may materialise in the future.