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Director’s Special up for a pitch

Director’s Special up for a pitch

Author | Anushree Madan Mohan | Wednesday, Aug 11,2004 9:06 AM

Director’s Special up for a pitch

Director’s Special, from the Shaw Wallace stable, is up for a pitch. The account is currently held by Lowe. Director’s Special is the largest selling brand of Shaw Wallace whiskey withsales of 3.3 million cases per annum.

Towards August 1, 2003, it was reported that Shaw Wallace had decided to shed Saatchi & Saatchi and Lowe for its beer brands, Royal Challenge and Haywards 5000, respectively. At thattime it was decided that Lowe would continue to handle the liquor brands Royal Challenge, Director’s Special, Veba and Vladivar (vodka). Now, according to reliable industry sources, they have been asked to come and pitch for the Director’s Special liquor account.

Shaw Wallace is the flagship company of the Manu Chhabria Group. The company was started in 1886 by two English brothers, Shaw and Wallace, as a partnership trading operation in Calcutta. Shaw Wallace & Co. Ltd. was incorporated to take over the business of the partnership firm in January 1946. Among other brands owned by the company are Antiquity Rare Premium whisky, Mutiny Rum, and White Mischief Vodka.

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