Allied eyes 10% share in vodka mart

"With Wodka Gorbatschow, we intend to take Smirnoff head on, and are eyeing a market share of 10% in the premium white spirits market within a time frame of 12-18 months," Roy said today.

The spirits industry veteran with the reputation of building successful brands has 5% stake in the Kishore Chhabria-owned company.

Last month, Allied Blenders had formed a 50:50 joint venture with Germany's Henkell Sohnlein Sektkellerein KG to produce and distribute its vodka brand Wodka Gorbatschow in India. Roy said the company's foray into the white spirits market was a strategic move.

"At 30-35% annual growth rate, the white spirits industry is the fastest growing spirits segment in India, and of this, vodka is the most popular,"

He said vodka was the liquor of choice for the company as it was "hip, trendy and happening, particularly among the young generation."

"Our target consumer is between 21 years and 35 years of age. These are people that have high disposable incomes, they have good jobs, they work in BPOs and software companies, and they have enough money to party very hard in the evening."

According to Roy, the alcohol consumption pattern of people that fall in the 21-35 age group inclines more towards white spirits