Indian Distilled Alcoholic Beverage Industry viz-a-viz After Dark

Introduction
Distilled alcoholic beverages that are labelled as "whisky" in India are commonly blends based on neutral spirits that are distilled from fermented molasses with only a small portion consisting of traditional malt whisky, usually about 10 to 12 per cent. Outside of India, such a drink would more likely be labelled as rum. Ninety per cent of the whisky consumed in India is molasses-based, although whisky wholly from malt and other grains is now available. The drinking of Scotch whisky was introduced into India during the nineteenth century, during the period of the British Raj. Scotch-style whisky is the most popular sort of distilled alcoholic beverage in India, though India has traditionally been thought to lack a domestic drinking culture, with the exception of Rajputs, Gujjars and Jats. Although India now has a high level of alcohol consumption, even to the point where the government has called for mandatory "dry weekends" where alcohol is not purchasable in any market in New Delhi. Whisky, however, has become fashionable for wealthier Indians, and as such the market for whisky among affluent Indians is one of the largest in the world. Brand names of Indian molasses whisky, including "Bagpiper", "McDowell's No. 1", Macintosh suggest that the inspiration behind the Indian whiskies is Scotch whisky, despite these products being chiefly made from molasses.

Royal Stag: Make it Large

About the product Royal Stag is an Indian-made foreign liquor. It is a blended whisky and is a blend of imported Scotch Malts and selected Indian Grain Sprits. Seagrams markets it in India. It is produced in several distilleries, some are company-owned and others bottler-owned. One of the key reasons for the brands success is its quality that is always same. Seagram has launched this brand especially for Indian market and its a big hit. The Royal Stag (RS) is one of the species of deer that is famous for its antlers soaring over all other species of deer. Like the deer this blended whiskey has emerged as one of the major players in Indian alcoholic beverage market. It is a blend of the best scotches malts from Scotland and Indian grain spirits. ROYAL STAG Deluxe whisky is a full-bodied whisky. I like Royal Stags exceptional smoothness, taste and its malty-flavor. As per their advertisement they do not use any artificial colour and flavour. This is one of the very few blended Indian whiskey in this category that can be taken on the rocks. Some of my friends even changed their loyalty from RC to RS. Its consistent smoothness and flavour uplifted its status in the market. It is available in different packs. 750 ml bottle comes with pilfer proof dispenser. Only 750 ml bottle is packed in good card board box Parent Group Pernod Ricard India Pvt. Ltd. engages in the distribution of alcoholic beverages in India. It offers whiskey, wines, and gin. Pernod Ricard India was formerly known as Seagram India Pvt. Ltd. The company was incorporated in 1993 and is headquartered in Gurgaon, India. Pernod Ricard India Pvt. Ltd. is a subsidiary of Pernod-Ricard SA.

Market Scenario Royal Stag is the leading whisky in the Indian market. It is placed in prestige category and priced to target the common man. As per their website it enjoys 27% of Indian market. Reasons behind its fast growth are Price and Quality. It is a Herculean task to match its price and quality. It seems to be the fastest growing brand in Indian market. Annual sales of Seagrams Royal Stag whisky have crossed over one million cases. Royal Stag is the only second brand from a multinational liquor house, after Green Label whisky, to achieve the `Millionaire status in Indian market for whiskey. It has made rapid progress in the Indian market in the last five years and pulled up its sales from around four lakh cases in 1997 to the present Millionaire status.

Market Price The market price of Royal Stag range between INR 360-400.

Marketing & Promotion Strategies

Royal Stag mixes a large one with Bollywood and cricket

The brands first TVC with ambassador Saif Ali Khan is ready and Khan appears in it with four cricket stars Seeking to create further brand recall and address an expanding target group, Seagram India has launched a television commercial (TVC) for its brand, Royal Stag with Saif Ali Khan its brand ambassador and a few cricketers. In this TVC, Khan is seen along with well-known Indian cricketers such as Mahendra Singh Dhoni, Yuvraj Singh, Harbhajan Singh, and Robin Uthappa. In the past, Royal Stag has used several cricket stars such as Harbhajan Singh and Ricky Ponting for its print and outdoor campaigns. Says Bikram Basu, vice-president, marketing, Seagram India, The consumer profile for Royal Stag has not changed much over the years, though we have realised that, over the years, the target base has expanded enormously. This TVC, by virtue of mixing cricket and fun, intends to send out a larger than life message. Cricket is the only game that creates an instant connects with almost everyone in India. Basu says further, The TVC intends to further strengthen the brands positioning of Make it Large. The campaign defines the larger than life attitude associated with Royal Stag. It targets the party loving youth of the country, who aspire to make it large in every aspect of their lives and communicates the brand message in a truly fast paced and international way. The film features Khan and the cricketers as members of a rock band. While they are jamming, they feel the need to do something to make their music larger than life. Next, we see the cricketers strolling into a mall. Just then, a masked robber snatches Dhonis bag and runs away. The cricketers run after the masked man to retrieve their bag. As they chase the thief across town, more and more people join them. The thrill quotient increases as the masked thief evades the crowd, runs through heavy traffic and overcomes other hurdles using heavy duty stunts. Finally, he reaches a rooftop and the cricketers surround him. The thief removes his mask to reveal that he is Khan. Khan shares a smile with the cricketers indicating that the chase was a plan to gather a big crowd for a party. Their band then gives a live performance right out there. They make it large. Ogilvy is the creative agency behind the campaign. Nitin Srivastava is the creative director and Vinil Mathew of Foot Candles, the director.

Surrogate Advertising
Abstract: Simply the surrogate advertising means, advertising of banned products like Bagpiper Whisky with the help of same nature product with same brand names but basically of which advertising is not banned by rules or law. i.e. Bagpiper Club Soda. Intention behind such

advertisement is to popularize the whisky, liquor products. Generally, we always watch the advertisement of such product, but these products are not shown directly. The different things like Soda, Mineral Water, Music CD, Mega Cricket team clubs, Friends clubs are shown in advertisement. Many people know about the liquor products, but they can't understand where to purchase such Music CDs 'are available or where is that Mega Cricket Club, because actually many time such products never marketed. These advertisements call the attention of viewers towards the liquor products. Key words: Surrogate, whisky, liquor, soda, music cds.

Royal Stag: Surrogate Advertising. It is well known as 'RS'. Instead of advertising whisky, manufacturer had shown Music CD and Mega Cricket in the advertisement with theme "Make it Large". But people never try to purchase these products. They always know that Royal Stag means whisky.

Pernod Ricard introduces Royal Stag Barrel Select

International branding and packaging consultants CARTILS develop Pernod Ricards new Royal Stag Barrel Select offering the Indian market a locally produced more premium edition of the whisky.

Royal Stag is Indias most valuable spirits brand in terms of net sales and profit. It is also the largest brand by volume for Pernod Ricard globally. Aiming to further strengthen their position in the market the company has just introduced Royal Stag Barrel Select, offering consumers a more premium version of Royal Stag. The new whisky is positioned between the deluxe and premium segments and offers India a high quality locally produced alternative. To fully benefit from this unique opportunity Pernod Ricard India chose to work once again with

CARTILS, who were requested to develop the strategic positioning, branding, new bottle shape, and mono carton. CARTILS considered it strategically vital to construct a balance between the family relationship within the Royal Stag brand and premiumisation. Therefore it was necessary to retain brand familiarity whilst elevating it to a significantly more premium level to avoid any form of portfolio cannibalization. The clearest examples of this balance can be seen in both the gold two-tone illustration of the Stag, which was placed in a dominant position, and the rectangular bottle shape that is still recognizable, but has been tapered to create a more premium feel. They truly embody this combination of retaining family resemblance whilst creating a new premium presence. Bikram Basu, Vice-President Marketing, Pernod Ricard India said CARTILS has an understanding of our business in India, our expectation, and market sensibilities. They match the same with their international perspective and experience of design. Royal Stag Barrel Select Whisky is an excellent expression of that collaborative work. The end result is a proud locally produced addition to Indias premium whiskey market, which can compete with international brands whilst remaining true to its family heritage. Royal Stag Barrel Select was successfully launched in the Indian market December 2011.

Royal Challenge: Game for Life

About the product Royal Challenge Premium Whisky is a blend of rare Scotch and matured Indian malt whiskies. The Scotch that goes into Royal Challenge is imported from Scotland, where distilling of this spirit has a tradition of over 500 years.This rare Scotch and matured Indian

malt whiskies are then crafted by the Master Blender to give Royal Challenge its inimitable taste and distinctive character. Varying proportion of selected Indian Malt Spirit, Clean Extra Neutral Alcohol and Plain Caramel and FDA and State Exercise approved flavours and essences are blended under close supervision and strict quality control so as to get overall roundness and typical organoleptic characteristics to the blend Market Scenario Royal Challenge is the biggest and the best-selling premium whisky in the country today. Currently it enjoys more than 58% of the market share. From the beginning the brand has been known for its consistent quality and best blend. Last year the brand rejuvenated itself with a new, unique and truly international packaging, which is square at the bottom and round at top. Aiming to attract a newer audience to the brand, the team is confident of taking their flagship brand to newer heights. Royal Challenge is the pioneer and sole sponsor for Strategy summits conducted in the country today inviting great names like Philip Kotler, Edward Debono, Deepak Chopra, Michael Porter and Don Peppers in course of the last two years. RC is a prime sponsor of Golf in the nation, and, in view of the fact that the brand enjoys a 62% market share in CSD; RC also conducted a tournament for the Armed forces with the participation of 900 plus players. Royal Challenge is on a steady growth path. In 2005, the premium brand sold 98 lac cases, registering a growth of 4% Parent group

Market Price

Marketing & promotion strategies Surrogate advertising Royal Challenge: Some cricketers are shown in this advertisement, at the same time music is played. At the end of advertisement brand name 'Royal Challenge' is displayed in bold letters with very small 'Music CDs'. It was also advertised with the help of mineral water. Royal Challenge TVC adds `youthful vibrancy' to the connoisseur ROYAL Challenge, the iconic premium whisky brand from Shaw Wallace & Co (SWC), is on air with a new TVC aimed at injecting `youthful vibrancy' to the brand's imagery. The commercial will support Royal Challenge's recent re-launch covering brand packaging, positioning, imagery and brand communication. The whisky now comes with `A Reflection of Your Eminent Character' tag, replacing the earlier brand platform of `Power, Passion & Glory'. The new TVC first broke a fortnight back and is now in the process of making its presence felt across all the major networks, including Doordarshan, ZEE and Star TV. The 60-second campaign has been shot in Mumbai by Deven Khote of UTV at a special set erected for the commercial. The idea was conceived and directed by Lintas, Mumbai. The Royal Challenge commercial builds up with the opening shot of a father _ around 30, modern, city-bred upwardly mobile executive _ and his son who's in kindergarten level playing basketball in an urban backdrop. Father's friend arrives and they start playing after asking the son to stand on the fringes. The son is shown feeling happy whenever the father wins and anguished whenever he loses. The film then moves into a dream sequence where the father's friend visualises the impact his winning would have on the child. He takes a split second decision and decides to lose. The penultimate shot has the father winning, followed by father and child in a happy embrace. The final shot shows the friend smug and content with his decision. ``The campaign underlines the exalted trait of a Royal Challenge connoisseur, by which he can take `more right decisions' than `just right decisions','' Mr A. K. M. A. Shamsuddin, Executive Vice-President, SWC, said. The Royal Challenge man could have taken the right decision of winning the game, but decided in favour of the more right decision of making the kid happy, therefore defining `A Reflection Of His Eminent Character'. SWC, through this campaign, targets the youthful, upmarket audience in the mid-'20s to early '30s age group. This effectively supports the re-launch strategy to inject `youthful vibrancy' to the brand which already has a substantial 75 per cent market share in the premium whisky segment.

The re-launch entails the introduction of the brand in a high-tech monocratic, designed by the London-based Design Bridge. In line with the packaging of premium scotch whiskies, the Royal Challenge monocratic is rich black with gold embossing, an emblem seal for quality assurance and a pop-out panel at the top, a device added on the carton lid which should be removed after opening the pack. The repackaged brand also has a new logo in the centre of the monocratic the hot zone with a blazing red background aimed at ``imparting freshness and youthful vibrancy to the whisky''. The side faces of the pack details the blending and maturation process of Royal Challenge whisky. These include visuals of scotch distilleries from where the rare scotch is imported and then blended with the Indian malt whiskies to give the brand its distinctive flavour and character. The newly introduced features include tamper evident cap on the bottle sealed with a hologram as a safeguard against counterfeit liquor. A neck tag in the form of a small booklet illustrates the security features and requests the connoisseurs to write in their feedback to the company. ``Repeated surveys among Royal Challenge consumers have proved that the brand is perceived as scotch at Indian prices. Therefore, the brief to the design agency was to create an aura and flavour of Scotch whisky for added distinctiveness and shelf stand out,'' Mr Shamsuddin said. ``Notwithstanding the high-voltage launches of Indian and international brands in the premium segment, Royal challenge has witnessed a consistent increase in the market share over the last five years. The brand's leadership has been so complete that late ly, the competition has had to withdraw brands from the said segment,'' Mr Shamsuddin added. With the new TVC, Royal Challenge now hopes to add a more youthful and vibrant image to the `Eminent Character' of the brand's typified connoisseur.

Shaw Wallace launches new campaign targeting young urban male

The new communication seeks to portray the RC man as a young contemporary urban male who exudes relaxed confidence. The communication blitzkrieg spans across all the media vehicles - print, TV, outdoor, cinema FM and the Internet. Royal Challenge accounts for 65 per cent of the premium whisky segment. The re-energised and focussed marketing support has seen a double-digit growth for the brand in the current financial year. Royal Challenge is also poised to become the first premium whisky brand to touch one million case sales mark by the end of the financial year. According to an official release, the activities being woven around the brand embody RC's new defined attributes. These activities span an association with corporate golf, sponsorship of strategy summits with management gurus and hard-hitting debates on current management issues under the title 'Crossfire'. Brand image, highlighted through association with relevant events and sponsorships, has been identified as the most important factor in fuelling consumers' demand by Shaw Wallace. For instance, an association with golf helps Shaw Wallace impart an aura of sophistication and premiumness, the attributes that Royal Challenge stands for. Speaking on the continued association of Royal Challenge with golf over the years, Shaw Wallace president A Sharnsuddin said, "The decision maker is getting younger. Golf, too, is getting younger by the day. And so is our brand Royal Challenge. Royal Challenge for instance was previously positioned as a brand for those who have already arrived. But now, much like the sport itself, it is meant for upcoming executives, business people and young professionals aspiring to be business leaders of tomorrow." The new communication exercise centres on golf and presents the RC man as a focussed and confident young person who does not lose sight of his targets. "Golf is a game where you continually strive to surpass yourself. In many more ways, a Royal Challenge consumer throws a challenge to himself and tries to meet the same by working in a steady and focussed manner," Shamsuddin added.

Indian Cricketers Induction in the RC family Real Winners keep the Faith Featured were Indian cricketers: Virender
Sehwag, Virat Kohli and Murali Vijay.

Royal Challenge the Bollywood Connection

Blenders Pride: Taste that speaks for itself

A blend of imported Scotch Malts and select Indian Grain Spirits. Blenders Pride, is the best result of over 140 years of Seagrams great tradition of blending fine Whiskies. An inspired place of thinking led to the creation of this classic mellow blend. On a hunch, Master Blenders Patrick Joesph Loots and Abby Stephen decided to roll out one particular cask of whisky from the cool cellars of the distillery and expose it to the warmth of the setting sun at regular intervals. The delicate sweetness and aromatic flavour of the blend is testimony to the spectacular success of their experiment, which led them to call the spirit Blenders Pride. Legend has it that to experience the magic of Blenders Pride to its fullest you should raise your glass to the rays of the setting sun.

Parent Group

Seagram India, a Pernod Ricard Group Company, the worlds second largest wine and spirits conglomerate, the name that's synonymous with world-renowned wine brands such as Jacob's Creek ( Australia), Montana (New Zealand) &Mumms Champagne, and the finest spirit brands like Royal Salute, Chivas Regal, The Glenlivet & 100 Pipers. Market Share Market share of Blenders Pride Whiskey in premium and semi premium segment is about 23% Alcohol Content Alcohol content is about 42.8% v/v , 75% proof.

Market price Blenders Pride premium whiskey S.no 1 750 2 375 3 180 Promotional activities
Blenders pride example was to just highlight how Pernod Ricard has managed to do that with Blenders Pride. What makes it for Blenders Pride is the consistency. The tone of the commercials, subtle style that does not scream attitude but gleams of grace. Another Blenders Pride association was with Dia Mirza Starlight campaign. They have appointed Priyanka Chopra as the Brand Ambassador for Blenders Pride Fashion Tour 2011 and they have been aggressively promoting it both outdoors as well as on Television. Anyone who is tuned to India tour of England would have noticed. Priyanka Chopra is a brilliant selection. Especially since having movies like Fashion under her kitty, the mind associates her with fashion and blenders pride equally easily.

Quantity 550 285 150

Price

Social Media promotion

Pernod Ricard India rolls out costliest whisky in India

BANGALORE: Pernod Ricard India has rolled out superior versions of Blender's Pride and Royal Stag whiskies, after posting 30% value growth from its locally made whiskies last year. This is pretty close to the firm's imported whiskies 100 Pipers, which is priced Rs 1,000 for a 750 ml bottle on an average, and Ballentine's at Rs 1, 350. "Research suggested a clear consumer need gap," a Pernod Ricard India spokesperson said, referring to consumers who are keen on upgrading brand preferences. Both Blenders Pride Reserve Collection and the new Royal Stag Barrel Select are priced significantly higher than their mother brands and create their own price points. High tariffs on imported spirits had led Pernod Ricard to market domestic brands along with its international portfolio to widen its market. Locally manufactured whiskies Royal Stag, Imperial Blue and Blenders Pride contributed the chunk of the Indian arm's volume sales of 20 million (nine-litre) cases in 2010-11. The whisky category has been growing much faster at the premium end than the mid and lower segments. The premium Indian whisky segment-where Blender's Pride sells at an average Rs 650 per bottle-is growing at a compounded annual rate of 22%. The deluxe segment-where prices average Rs 360-400 and Royal Stag is placed-is growing at 18%. Royal Stag Barrel Select will be positioned between the deluxe and premium segment. It takes on Radico Khaitan's After Dark whisky. An executive of a rival company said it may not be a good strategy to be occupy multiple price points with one brand. "The gestation period is too long to create a new brand and the failure rate is also high," the person said.

Antiquity Blue: Bleed the Blue

Antiquity Blue is the true blue of whiskies. Made of the finest Indian malts and rare Scotch carefully blended with premium grain spirit, it is painstakingly distilled in copper pot stills, matured and mellowed in imported white oak casks and fused with premium Scotch. The pronounced malt and rich wood aroma, with a whiff of peat and heather supplements the fantasy while its subtle nuances come from the choicest components of the blend, giving it a full smooth flavour and a bouquet that proclaims its royal pedigree. Truly India's finest. Parent Group

United Spirits Limited (USL) is the largest spirits company in the world by volume, selling 114 million cases for the fiscal ending March 31st, 2011.

Besides Whyte & Mackay and Bouvet Ladubay being 100% subsidiaries of USL, the company has 21 millionaire brands (selling more than a million cases a year) in its portfolio and enjoys a strong 59% market share for its first line brands in India. United Spirits' brands have won the most prestigious awards for flavours, ranging from Mondial to International Wine and Spirit Competition (IWSC) to International Taste & Quality Institute (ITQI); more than 165 awards & certificates. The Company is known to be an innovator in the industry and has several firsts to its credit like the first pre-mixed gin, the first Tetra pack in the spirits industry in India, first single malt manufactured in Asia and the first diet versions of whisky and vodka in India. USL has a global footprint with exports to over 37 countries. It has a sizeable presence in India with distilleries and sales offices all across the country, and a committed team of over 7500 people dedicated to the fulfilment of the company's mission. It has established manufacturing and bottling plants in every state of India. In addition, to deliver its products to customers located anywhere in India, USL has established a robust distribution network covering the whole country. Market Price

S.no 1 2 3 Market Share

Quantity 750 375 180

Price 600 310 150

Antiquity is the true blue of whiskies in India and the undisputed leader in the super-premium whisky segment with 90 per cent market share. This new variant is pegged as the Best Indian Whisky. Awards:

1. International Wine & Spirits Competition: Silver Medal 2. World Beverage Competition: Gold Medal in blended scotch category 3. International Spirits Challenge: Bronze Medal 4. Indian Institute of Packaging: Gold Medal

Alcohol Content 42.8% v/v.

Facebook advertisement

After Dark: One life, many passions

Product Features Fine grain whisky Blend of rare old grain & malt whiskeys from around the world

Proposition Night has different connotations for different people, it unfolds differently and brings a unique world of desire, advantage and excitement. Its where fun and action begins and party never stops Packaging: Canister imparts an international appeal cuing towards premiumness Contemporary and Premium: Bottle Shape, Blue Black Theme.

Target Customer Aged 25-35 years Who drinks about 3 times a week Is a middle level employee or businessman Monthly household income: Rs. 30k to 50k

Consumers who now want a stylish and contemporary alternate from their current brand(Royal Challenge, Signature and Royal Stag)

Parent Group

Radico Khaitan is one of India's oldest and largest liquor manufacturers. Formerly known as Rampur Distillery which was established in 1943. It was only in 1999, that Radico decided to launch and market its own brands, thereby embarking on a period of phenomenal growth. To further boost its production capacity of bottled and branded products, the company has tied up with bottling units in various parts of the country. Awards Year 2011 Award Monde Selection Category Silver

Sizes Available & The price S.no 1 2 3 Quantity 750 375 180 Price 410 210 110

Marketing and Promotional Strategies

Radico Khaitan, manufacturers of 8 PM whisky, is all set to launch 'After Dark', a 100% grain-based whisky manufactured at its Rampur distillery. This would be the latest brand to

be added to India's three-million-case premium spirit market, considered to be among the world's fastest growing. The Khaitan group, a Delhi-based liquor major and the largest supplier of spirits to Indian defence services, plans to price the whisky between Rs 400 and Rs 450 per 750 ml, excluding the excise/sales tax rates of the state. Other whiskies in the same price range include Signature and Royal Challenge from Vijay Mallya-led UB group and Royal Stag and Blender's Pride from Pernod Ricard India. Group vice-chairman Abhishek Khaitan, told ET: "We will first focus on northern India for marketing the premium whisky brand. But we believe we're actually not competing with any particular brand." The group's flagship brand, 8 PM whisky, launched in 1999, is now among the top selling whisky brands in the northern Indian region. It is also among the top ten largest selling brands in the country such as Bagpiper, McDowell No 1 and Officer's Choice. A company official said the decision to launch a premium brand was driven by the growth rate of the premium segment, which at 20%, is more than the industry growth rate.

About After Dark Whisky

Signature cocktails

This calls for One Life Many Passions

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