Highland In Marketing Talks

Scotland-based Highland Distillers is in discussions with local companies for distribution, and possibly marketing too, of its products in the country.

"We are in discussions with leading companies to do a distribution job for us", Dinesh Jain, managing director, India & area countries, Highland Distillers Ltd, said. Jain, however, refused to divulge the names of the companies.

Highland Distillers, at present, has a liaison office in the country and its brands are available only through duty free shops, hotels and leading restaurants. However, once the liquor policy is relaxed further, the company plans to make its brands available nationally.

"Around 16-17 pockets contribute to more than 80 per cent of the liquor consumption in the country. These include the metros and some leading cities, such as Pune, Chandigarh and Goa," Jain said. Once it establishes its presence in the country, the company will create awareness through events, promotions and direct marketing initiatives.

However, though the company has other products in its international portfolio, such as rum, champagne, etc, its core focus in India will be on whiskey. According to Jain, 'The Famous Grouse' scotch whiskey is currently the largest growing Scotch in the duty free section and sales have been increasing rapidly. The company is also looking to introduce more brands from its international portfolio. This includes Macallan 1946, priced at $2000 (approximately Rs 95,000), which will be available at the ITDC duty free shops. Other brands to be introduced include Macallan malt whiskey, Cointreau liqueur ,etc.

Highland Distillers, along with Remy Cointreau (of France), has a 25:25:50 joint venture with DCM Shriram Industries called DCM Remy Ltd. Earlier, Highland Distillers and Remy Cointreau had handed over the management of DCM Remy to DCM Shriram Industries. However, Jain did not specify whether the company has sold of its share yet or not.