Top Story

e4m_logo.png

Home >> Marketing >> Article

Royal Challenge whisky becomes a ‘millionaire brand’

16-October-2004
Font Size   16
Royal Challenge whisky becomes a ‘millionaire brand’

About 10 years ago when liquor multinationals ventured into the Indian marketplace, industry pundits anticipated a death-knell for Indian premium whisky brands over time. Belying all such predictions, Royal Challenge from the Shaw Wallace stable has become the first premium whisky brand to become a millionaire brand in India by clocking sales of one million cases a year.

The company says the marketshare of Royal Challenge has gradually risen to stand at 65 per cent today in the premium segment, leaving behind the likes of Blender’s Pride from Seagram. Royal Challenge is Shaw Wallace’s sixth brand to enter the hall of fame as a millionaire brand. The liquor major has a millionaire brand in all the brown spirits segments and these include Director's Special Whisky, Haywards Fine Whisky, Old Tavern Whisky, Old Adventurer Rum and John ExShaw Brandy.

What made Royal Challenge click beating international brands in the same price range? AKMA Shamsuddin, President, Shaw Wallace & Company Ltd, says, “We think the reason is the highest value for the lowest price. Many consumers drink it and mistake it for Scotch. Also, originally RC was positioned as a product meant for those already arrived at the middle age, like CEOs and directors on company boards. But over time, we have reduced the age of our target audience. More and more new consumers are getting into RC.”

Launched in 1982, Royal Challenge, within two years of its launch, touched sales of one lakh cases. In 1990, it crossed the five-lakh case mark. For long, it has held high aspirational value for the upwardly mobile. Says Shamsuddin, “We maintain consistent quality and give the consumers what he really perceives as value. RC is miles ahead of the competition. We also make sure that product marketing, in terms of visibility and quality of events we get associated with, is excellent.”

To celebrate the million-case achievement, RC has joined hands with the armed forces to organise golfing events for officers at various centres. As the company says, it is the first initiative of its kind by a brand to hold golfing events on such a large scale.

The domestic premium whisky segment witnessed nearly 10 per cent organic growth in 2003-04. The growth has been fuelled by increasing numbers of core customers in the age bracket of 30-40 years.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube