United Spirits, the second largest liquor company in the world, is betting big on the luxury spirits sector in India with a major revamp of the recently acquired Whyte & Mackay product portfolio, mainly, The Dalmore. With the face-lift of The Dalmore, the 160-year old popular single malt scotch, United Spirits is eyeing about 10% of the total 28,000 cases of high-end single malt whisky market in India. The company has also plans to revamp other brands such as Isle of Jura and Viadvir vodka soon.
In India, three luxurious expressions of The Dalmore, such as The Dalmore 12 Year Old, The Dalmore Gran Reserva and The Rare Dalmore 40 Year Old, priced at Rs 4,450, Rs 5,500 and Rs 2.5 lakh, respectively, are currently available at five-star restaurants. The Dalmore is sold through various auctions for as much as 25,000-30,000 pounds.
Anant Iyer, business head, luxury brands, United Spirits Ltd, said, ?Our aspirations for The Dalmore is reflected in our new packaging. It oozes luxury visual cues, with the stag?s head given more prominence for a stronger, more masculine appeal. The use of this unique iconography will give exceptional shelf stand-out in both on- and off-trade.? ?The new packaging of this single highland malt will surely increase the visual appeal of any consumer?s bar,? he added.
An official who heads the food & beverage division at Indian Hotels Company said, ?The number of people who choose single malt whisky has increased now-a-days. The affluent consumers prefer a single drink of a rare high-end single malt whisky than 3-4 drinks of common whisky brands.?
The mounting number of high-end consumers compels the liquor majors to focus on the luxury brands such as single malt whiskies. Another liquor major, Diageo has also expanded its single malt whisky portfolio in India with the launch of brands such as Cragganmore and Lagavulin which are priced at about Rs 10,000 per bottle. Diageo?s Talisker 18 Year Old (Rs 6,352) and Lagavulin 16 Year Old (Rs 6,408) are already available in India. The 12 pointed Stag?s head, the most prominent aspect in the packaging, was bequeathed by Scotland?s ruler Alexander III to the Mackenzie family as a symbol of valour and courage in 1867.