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Shaw Wallace asks short-listed agencies to pitch afresh for Director’s Special

06-October-2004
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Shaw Wallace asks short-listed agencies to pitch afresh for Director’s Special

Liquor major Shaw Wallace has recently asked for yet another round of presentations from the agencies it had short-listed for the Director’s Special brand of whiskey. The agencies are McCann, Ambience, St Lukes and Saatchi & Saatchi. After a preliminary decision taken from certain quarters to award the account to McCann, the board decided to revise the decision and to re-look at the presentations of all the short-listed agencies. A decision on the same is expected by October 8, inform agency sources. Incumbent Lowe, however, remains absent from the proceedings.

Interestingly, a while back it was reported that Shaw Wallace had reshuffled its beer brands and had shed off Saatchi & Saatchi and Lowe for Royal Challenge and Haywards 5000 respectively. At that time, following its management takeover by SAB Miller, the brewery had decided to restrict its beer accounts with O&M and Leo Burnett, which had been handling the Castle and Knock Out brands. With this Lowe was left with the flagship liquor brand Director’s Special, Veba (ready to drink) and Vladivar vodka.

Shaw Wallace is the flagship company of Manu Chhabria Group. Two brothers Shaw and Wallace started partnership trading operations in Calcutta in 1886. Shaw Wallace & Co. Ltd. was incorporated to take over the business of the partnership firm in January 1946. Next year it was converted from private to public limited company. SWC's leading whisky brands include Royal Challenge, Director’s Special and Antiquity Rare Premium whisky brands. Shaw Wallace also makes a range of other fine spirits and beers like Mutiny Rum, White Mischief Vodka, Haywards 5000 and Royal Challenge Beer.

The most popular Director's Special is India's second largest-selling whisky with more than 3.5 million cases of nine litres each sold every year.

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