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Diageo gives teeth to its Indian portfolio with launch of Shark Tooth vodka

23-September-2006
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Diageo gives teeth to its Indian portfolio with launch of Shark Tooth vodka

Indians have one more reason to say ‘cheers’ this festive season with the launch of the unusually named Shark Tooth vodka. Launched by Diageo, which has well-known brands like Johnnie Walker, Smirnoff, Baileys and Vat 69 in its kitty, Shark Tooth marks the premium drinks company’s foray into the prestige Vodka segment in India.

Speaking at the launch event in Kolkata recently, Asif Adil, Managing Director, Diageo, India and South East Asia, said, “Our research shows that prestige vodka consumers have been looking for attitude and taste befitting their fast changing lifestyle. The genesis of Shark Tooth stems from this fact. The innovation team at Diageo has developed this new concept especially for the Indian market. We believe that the masculinity and the awe-inspiring attitude of Shark Tooth will perfectly fit our consumers’ need.”

Upcoming Bollywood actor Shiney Ahuja has been roped in as brand ambassador for Shark Tooth. Adil further said that the initial focus would be on India followed by the Middle East and Africa. He added that India had a growing white spirit market and hoped that this particular vodka launch would provide the company with the impetus to become the market leader in the prestige vodka segment.

Shark Tooth is a 100 per cent Grain Natural Spirit (GNS). The spirit will be bottled in India at the company’s two bottling plants in Madhya Pradesh and Aurangabad. Shark Tooth will be available in 750 ml, 375 ml, 180 ml and 60 ml packs.

The target audience are the SEC A & B males. The vodka comes in two variants – Shark Tooth vodka and Shark Tooth extra vodka with ginseng. Said Adil, “Shark Tooth is a sea change from the normal vodka. ‘Unordinary’, awe-inspiring and memorable are some of the qualities of the shark that reflect in this unlike-anything-you-have-ever-had vodka. Shark Tooth is all about being a shark and is ‘the liquid’ for men who choose to do ‘unordinary’ things or do things ‘unordinarily’. Shark Tooth is a product that pays a glowing tribute to the mysterious and beautiful ocean beast.”

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