Beam Global Spirits and Wine has entered a new category in the Indian spirit market with the introduction of an Indian Made Foreign Liquor (IMFL) brand, Whisky DYC. With this launch, Beam Global is addressing a gap in the market between the premium and semi-premium IMFL price segment. India is a focus market for Beam Global and the launch of DYC is the first of many initiatives designed to tap the potential of the Indian market.
It is perceived that the launch of DYC will contribute to the expansion of the Beam Global India portfolio and add distribution strength to the company’s flagship brand Teacher’s as well as to the company’s international portfolio of brands. In terms of communication, the company has used the platform of Teacher’s and associated itself with achievers, where it recognises and awards achievers in various fields.
For DYC, the company will communicate through the outdoor medium and will be involved in on-trade sampling, event, POS (Point of Sale) and promotions in key markets. When asked whether the company had plans to explore a platform similar to Teacher’s in order to communicate, Harish Moolchandani, Managing Director, Beam Global Spirits and Wine (India), said, “We would certainly explore the possibility at a later phase as our current focus is to launch the brand across India.”
The whiskey is positioned as an ‘affordable luxury’ and offers premium quality with world-class packaging at an affordable price.
Beam Global Spirits and Wine Inc is the fourth largest premium spirits company in the world with nine of the world’s top-100 premium spirits in its portfolio.