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Scotch brands in aerial spirits

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Anuradha Kapoor | September 13, 2003

How do you recognise the acute set in India? By the car they drive or by the affected apparel they wear?

An aboriginal indicator is by the alcohol they adjustment at a bar or serve in their homes.

If it’s a Johnnie Walker Black Characterization or a Chivas Regal that is achievement served again they are apparently aloof on the fringes, but if it is a Cutty Sark (25 years old), or for that amount a Laphroaig or Lagavulin, again they are absolutely advanced of the pack.

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According to industry estimates about 1,60,000 cases are awash accurately but in achievement added than 4,00,000 cases are brought into the country mostly through arguable sources.

India is one of the bigger whisky markets in the apple and liquor companies are watching it carefully and can’t delay to get added and added of their brands into the country.

Some companies like Brown-Forman, Highland Distillers, Allied Domecq, UDV and Seagram’s accept already fabricated appropriate into the Indian market.

Whisky bottled in agent (BIO) such as Cutty Sark, Dewars, Famous Grouse and Jack Daniel’s and those bottled in India such as Teacher’s and 100 Pipers are now advisedly available.

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Amit Oberoi, aliment and cooler administrator of Imperial Hotel, Delhi says, “Indian consumers are now actual acquainted about altered liquor brands but it is whisky that continues to administration absolute — 45 per cent of our guests adopt whisky compared to added alcoholic beverages”.

With the markets aperture up and duties advancing bottomward it has absolutely become easier to annex liquor locally and cheaper to adjustment your favourite alcohol at a bar.

“Soon there will be Royal Challenge appraisement for a acceptable Scotch. That’s a big change,” says Ramesh Mani, director, business development, Cutty Sark.

Mani has been in the Scotch business for added than nine years and has apparent the Indian bazaar abound from 1,00,000 cases of Scotch to added that 4,00,000 cases today.

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With added and added brands featuring in the Indian confined and retails shops, the Scotch bazaar is growing at a blow of 10 to 15 per cent per annum, and this admitting aerial duties.

Says Amrit Kiran Singh, breadth administrator for Brown-Forman, promoters of Jack Daniel’s whisky: ” Bringing duties bottomward is a acceptable beginning, although they are still on the aerial side. In the shops, the assignment is about 250 per cent on the high range, but hopefully by aing year or so it should appear bottomward to 150 per cent.”

In the aftermost bristles years he says Jack Daniel’s has developed 220 per cent. Jack Daniel’s top cast Silver Select sells for Rs 6,000, the boilerplate adaptation for Rs 2,800 and Glenmorangie, a distinct malt (10 years old) for Rs 4,200 in the Indian market. These are accessible in retail food in Goa, Mumbai, Bangalore, Chandigarh, Kolkata.

Paramjit Singh, Indian operations arch for Highland Distillers promoters of Famous Grouse and Highland, too says, “After WTO guidelines were implemented in 2001- 02 the Scotch bazaar has best up. BIO Scotch was accustomed to be awash accurately from the retail shops. Besides hotels, clubs, restaurants who beforehand bare to accept an acceptation authorization were accustomed to buy anon from the bonders. These factors accept bigger the sales of BIO Scotch to some extent.”

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The company’s Famous Grouse retails for Rs 1,400 in Goa to Rs 1,700 in added genitalia of the country while the Macallan Distinct Malt (12 years old), Highland Park Distinct Malt (12 years old) and the Famous Grouse are accessible at confined and restaurants throughout India.

Its not alone liquor companies that are awash with optimism, hoteliers in India are over the moon too. They can now acceptation liquor with aught assignment and serve drinks at added astute prices.

Says Rattan Keswani, accepted manager, The Oberoi in Delhi, “Although it’s too aboriginal to say, but account about-face has so far apparent a advance of about 10 per cent and our prices accept appear bottomward by appear bottomward 25 – 30 per cent.”

A 30 ml peg of the best big-ticket whisky such as Johnny Walker Blue characterization at The Oberoi is now priced at Rs 700 across-the-board of all levies and taxes.

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The aforementioned cast is accessible for Rs 1,095 additional taxes for a 30 ml attempt at the Hyatt Regency bar, while the Imperial Hotel in Delhi which is still application its old stocks which were acquired advantageous college duties is affairs it for Rs 1,575 additional taxes.

“These prices will appear bottomward by 30 per cent already new stocks are in place,” assures Amit Oberoi of the Imperial. The hotels two top brands are Johnnie Walker Black Characterization at Rs 500 additional taxes per attempt and Chivas Regal at Rs 550 additional taxes per shot.

“With the restaurants accepting into bigger business we apprehend Scotch burning to go up by 60 per cent,” says Oberoi.

Both Mani and Singh say that the Scotch bazaar is crumbling actual fast. Mani admits that India is a amount acute bazaar but he says that it won’t be continued afore Scotch bottled in India too becomes passe and consumers about-face to Scotch bottled in agent back bargain duties will accomplish the amount aberration about bordering or notional.

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Singh says that alike aural Scotch brands, consumers are affective to added big-ticket brands. He says that Jack Daniel’s has become accepted because it is an American artefact and carefully affiliated to the aspirations, abnormally of adolescent bodies while the earlier set is affective to distinct malts.

According to Mani alike markets in baby towns such as Kolhapur in Maharashtra accept developed from 100 cases to 2,000 cases achievement awash in aloof bristles years.

Of advance Kolkata charcoal the best acute bazaar with its club ability and acceptable Scotch drinkers. But it is the upwardly adaptable consumers of Scotch in Mumbai and Delhi that are active advanced of the pack, while Bangalore and Hyderabad are not far behind.

While Indian consumers may not accept admission to the 2,500 whisky brands that are accessible beyond the world, they can accomplish a recce of the Indian bazaar and banal up on abounding acceptable Scotch whisky brands that accept become accessible in the market.

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