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Seagram expects 14% growth in AP

Read more on:    Seagram | Whisky | Andhra Pradesh
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The Rs 640-crore Manufacturing (Private) Limited expects its leading brands in to notch up an overall 14 per cent growth in the current financial year.
 
 

 
The company, which follows a January to December accounting year, is the market leader in the deluxe and premium whisky segment with its Royal Stag and Blender's Pride brands.
 
 

 
Bikram Basu, general manager (marketing) of Seagram India, told Business Standard, that the company's Royal Stag whisky which has a staggering 70 per cent plus market share in the deluxe segment and sold close to 3,30,000 cases of whisky last year.
 
 

 
"We are very strong in the deluxe segment with our Royal Stag brand and in the premium segment our Blender's Pride has a market share of 35 per cent. We expect both these brands to drive volumes in the current year," Basu said.
 
 

 
Seagram sells close to 6.5 lakh cases of whisky in the Andhra Pradesh market every year. The premium whisky segment in Andhra Pradesh is around 90,000 cases per annum and prices in this segment are pegged between Rs 450 and Rs 500.
 
 

 
Apart from these two strong brands, Seagram also has another whisky brand 'Imperial Blue' which is priced a notch below Royal Stag.
 
 

 
"We expect Royal Stag to achieve a growth of 15 per cent this year, while Blender's Pride is expected to grow at about 30 per cent, with Imperial Blue notching up another 10 per cent in volumes," Basu said.
 
 

 
In the second week of February Seagram India had announced the launch of its premium vodka offering 'Fling' in the state.
 
 

 
It was significant as this was for the first time that the world's second largest wine and spirit company was getting into the white spirit market in the country.
 
 

 
Seagram India, which clocked annual sales of over four million cases, expects 'Fling' to capture 10 per cent of the premium vodka market in the country which is estimated to be around two lakh cases every year.
 
 

 
The overall vodka market in the country is estimated to be around seven lakh cases a year. The premium segment is dominated by Smirnoff which has a market share of close to 1.9 lakh cases. The company is also expected to launch two new fruit flavours in Fling.
 
 

 
While the overall alcohol market in the country is registering an annual growth of 10 per cent, the white spirit market is growing at almost 25 per cent annually. The Andhra Pradesh market for premium vodka is estimated to be around 7,000 cases a year.
 
 
 

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