USL Wines, the newly set up wines division of United Spirits Limited, has signed on Grey Worldwide and its PR division GCI for the marketing and communication of its wine brands. The UB Group, the largest player in the Indian spirit and beer market, is now entering the wines segment in a big way. Details on the account size couldn’t be ascertained. However, industry sources peg it upwards of Rs 10 crore.
Besides a slew of its own brands, USL Wines is also set to launch its recent French acquisition Bouvet Ladubay. It is planning to introduce newer wine brands in other segments too. Given the highly competitive nature of the industry and the growth rates, USL Wines is planning to aggressively build its brand in key home markets.
Speaking about the new assignment given to Grey, Abhay Kewadkar, Chief Wine Maker and Head, USL, said, “Grey has shown great understanding of how the category operates and their approach was definitely more holistic.”
Sanjay Roy, GM-Marketing, Winery Division, USL, added, “Our association with Grey Worldwide is in keeping with our sustained effort to offer better brands which compete well in the market and offer great value to our customers, thus enabling them to make more informed choices. The wine category, though not new, is still in its nascent stage and growing at 25-30 per cent. Grey Worldwide will play a pivotal role in creating and strengthening our brand equity in this segment.”
On the win, Nirvik Singh, President, South East Asia, Grey Global Group, commented, “USL Wines is an extremely exciting brand and we are thrilled to have been given this opportunity. We don’t just cater to the clients’ advertising and PR needs, but help them shape and realize their vision. We look forward to partnering USL in this endeavor.”
Harikrishnan, GM, Grey Worldwide, Bangalore, added, “We see this as a real privilege and a fantastic opportunity. This category offers great challenges and especially at certain price points, the category virtually needs to be created. We will be partnering them from the inception stage, researching market feasibility and offering integrated marketing communication solutions.”