With the festive season round the corner, several alcoholic beverage companies have started working on different strategies to maximise their revenues. The country’s largest liquor manufacturer United Spirits Ltd (USL) plans to spend a chunk of its marketing budget (almost 50% ) marked for the year during the festivity period (October-December period). Besides, the liquor giant’s basic strategy would be to reach out to the consumers.
USL, the flagship of Vijay Mallya’s UB group, is also eyeing the corporate world, where a lot of gifts are exchanged during this period. ”One of our strategies for the festival season would be to target corporate parties,” United Spirits Ltd, deputy general manager, wines, Gianander Dua said.
The company is also mulling to accelerate the number of wine dinners during the months of September and October. “Our maximum business comes during this festivity season. Consequently, in order to cash in on this period, we are planning two wine dinners each month,” Dua said.
The company is planning to promote a number of wines like Zinzi, Four Seasons and Bouvet Ladubay, which the liquor manufacturer will launch in the northern markets of Delhi, Rajasthan, Haryana, Chandigarh, Punjab, and Uttar Pradesh next month .
Singapore-based Asia Pacific Breweries is also mulling to become more aggressive during the festivity time. “We are planning new events and tie-ups with more and more hotels,” Asia Pacific Breweries, regional business manager (north) Aniq Khan said.
“During this time we will accelerate our activities. At present, every weekend we organise one activity in night clubs and pubs of hotels, which will shoot up to 5,” Khan said.
The maker of Tiger Beer, which has already made a foray into Delhi and Haryana and will enter Uttar Pradesh (Noida) in a month’s time, is also planning to establish its products in the entire national capital region during the festival time.
