Highland Lines Up Four Brands

Highland Distillers Ltd (HDL) has firmed up plans to launch three-to-four new brands under its umbrella in India depending on taxation and the government policies, HDL managing director (India and area countries) Dinesh Jain said.

He added that the central government duties on liquor range between 460-710 per cent and there are some state government duties as well. "Depending upon the taxation policies and the growth in our market share and, provided we are able to meet our targets, we will launch new brands in India within this year," he said.

He indicated that the company will look at diversifications from blended and malt whiskey to some other segments. Jain, however, refused to divulge details.

Jain was speaking at an official launch of its 'The Macallan' brand at the ITDC duty-free outlets in Delhi and Mumbai. "India is the only country in the whole of Asia where the brand would be available at duty free shops," Jain said. The Macallan would be available for $2100 (Rs one lakh) at ITDC duty-free shops. Jain said the company has allocated about 10 bottles in a year for India.

The company, which has its presence in the malt and whiskey segment, will target only the premium one per cent population in the country. "In another ten years, we want India to be one of the largest emerging markets for the company," he added.

The brands under HDL's portfolio include Famous Grouse, Highland Park, Bunnahabhain and Tamdhu. The company, which has its headquarters in Scotland, also represents Drambuie, Remy Martin, Cointreau and its brands in India.