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Allied Domecq to ‘go high’ with tequila and scotch

28-July-2004
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Allied Domecq to ‘go high’ with tequila and scotch

The Rs 100-crore Allied Domecq Spirits & Wine India Pvt. Ltd (ADSWL) plans to soon launch its international brands of tequila and scotch in India. Managing Director Harish Moolchandani says the new brands, Sauza Tequila and Ballantines Scotch, will be launched in October 2004.

Both the brands will be aggressively marketed in the metros and B-grade cities across the country, he said, adding that they will be promoted primarily through events such as extensive scotch workshops for bartenders in leading hotels.

Currently, the company is aggressively promoting its bottled international scotch brands, Teachers Highland Cream and Teacher’s 50, in the domestic market. The Teacher’s Achievement Awards, to be held on November 28 this year, will felicitate individuals from sports, entertainment, communication and business. The recently held Teacher’s Exhibition, ‘Middle Age Spread – Imaging India 1947-2004’, is a step towards building Teacher’s as a powerful brand. The company has also tied up with an NGO for promoting responsible social drinking. As far as India is concerned, the emphasis will be on events for brand promotion. Mainstream media will not be used, says Moolchandani.

The company is targeting a growth of 20 per cent in annual turnover this fiscal. The main focus will be on enhancing the Teacher’s brand, whose two sub-brands, Teacher’s Highland Cream and Teacher’s 50, contribute almost 45 per cent to the annual turnover. Other brands like Old Smuggler Scotch, Long John, Old Smuggler Rum and Old Smuggler Gin will also be promoted simultaneously, Moolchandani said.

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