Top Story


Home >> Marketing >> Article

Seagram identifies 5 core brands to build spirits biz

Font Size   16
Seagram identifies 5 core brands to build spirits biz

Seagram, part of the French drinks giant Groupe Pernod Ricard, has identified five core brands to build its spirits business in one of the world's fastest expanding markets.

The company, the only transnational entity to make the cut in the mainstream domestic liquor market, will rely on its local whiskies Royal Stag, Imperial Blue and Blenders Pride, and lifestyle brands such as Chivas Regal and 100 Pipers scotch whiskies to scale up operations in the country.

Seagram's annual depletions have touched six million cases, with Royal Stag and Imperial Blue continuing to post double-digit growth rates. Royal Stag's annualised sales during the last calendar year have crossed three-million cases, while Imperial Blue is entering the two-million cases league. Blenders Pride, in the premium priced whisky segment, has reported sales of 3.25 lakh cases making it the second largest brand after the iconic Royal Challenge Whisky in the category.

"We have identified five core brands to push business in the country,'' Mr Bikram Basu, General Manager, Marketing, told Business Line. The company's operations and the five core brands have been split between Indian Made Foreign Liquor (IMFL) and lifestyle businesses. Chivas Regal, a premium imported brand, and 100 Pipers, a locally bottled standard offering, which are part of the lifestyle portfolio, hopes to drive sales on the back of expanding scotch whisky consumption.

Seagram is expected to emerge as a key player in the Indian spirits industry as consolidation gathers steam. Analysts said this company, which has stayed focused on organic growth since its entry into the domestic market in the early 90s, could look at good acquisitions as consolidation is expected to move faster after market leader UB Group gulped down its main rival Shaw Wallace & Co in a Rs 1,300-crore deal recently, which gives it between 50-55 per cent share of the IMFL sales in the country.

Mr Basu, who looks after the IMFL business, said some of the company's more recent introductions such as Amigoz Rum and Three Kings Brandy would be treated as tactical or filler brands in future. Fling Vodka, another brand that rolled into the market recently, could undergo further fine-tuning in its brand personality.

He said the immediate target of the IMFL business is to push the sales of Royal Stag and Blenders Pride to over 3.5-million and 4-lakh cases, respectively in the next 18 months.


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends