Launching its first non- alcoholic beverage, Cult Energy Drink, Triumph Distillers & Vintners, the UB group promoted company, has appointed SSC&B Lintas in Mumbai to handle the brand.
Positioning Cult as a natural energy drink, the brand carries the tagline, `Get 25 hours a day'.
Allocating a marketing budget of Rs 1.26 crore for the brand for the first year of its launch, Cult will be targeted for the young and "young-at-heart" upmarket consumer residing in the five metros across the country. Currently, the brand will be pitted against the only energy brand - Red Bull - in the energy drink market.
Adopting a FMCG strategy for distributing the brand, Cult will be retailed at general stores apart from being available in pubs and restaurants. Pegged at Rs 95 for 200 ml, Cult will have 3,500 retailers stocking it across the country.
Speaking to Business Line, Mr. Deepak Roy, President and Managing Director, Triumph, said: "More than having a TVC we will be relying on the outdoor medium and on-ground promotions to create visibility for the brand.''
The company has already appointed Initiative Media (the media buying arm of the Lintas group), apart from SSC&B Lintas, which will be responsible for the creatives.
SSC&B Lintas is already handling Gilbey's Green Label, the largest brand in the company's portfolio.
Boasting of natural ingredients such as guarana and ginseng as energy activators, Cult expects to sell 20,000 cases in the first year. "We are not hoping to make money on the brand within the first year,'' said Mr Roy, considering the premium pricing of the brand.
Meanwhile, the company has decided to launch a premium dark rum in the Indian market.
Named Triumph XXX, the brand is expected to be the only premium dark rum in the country.
"Rum is not a crowded category and there is still no premium rum in the market. We believe that there is a section of consumers wanting to upgrade from their regular rum brands.''
The Triumph XXX dark rum (pegged at Rs 225 for 750 ml) will be rolled out in a phased manner before the festival season begins in October.
The cost of spirit has been on the rise, as a result of which it has been difficult to control costs.
Mr Roy said, "This year the prices of spirits has shot up. It will be challenge to keep up our profit margins.''
Registering Rs 16 crore in profit, the company's strategy is to diversify its drinks portfolio by entering new categories. It has already launched its RTD (ready-to-drink) brands in Delhi and soon plans to launch them in Goa and Mumbai."Today our challenge is to move away from being perceived as a single brand company to a company with a multi-brand profile and get into new segments,'' said Mr Roy.
Gilbey's Green Label currently commands 2.45 million cases out of the total of 2.8 million cases of brands marketed by the company.
The company also markets brands such as Alcazar Vodka, Men's Club whisky and brandy, Gilbey's White Label, among others. Most of its brands are manufactured at UB's distillers or are being sub-contracted.
The Rs 200-crore Triumph Distillers & Vinters expects to grow by 15 per cent this year.