Tipplers Can Savour Variety Now, Brindco Plans Liquor Boutique

The Rs 150-crore Brindco Ltd, one of the largest distributors of liquor and beer manufactured by McDowell & Co and United Breweries, is planning in association with the Delhi government to set up liquor boutique shops that will retail in wines, cognacs, beer and premium scotch brands.

"We intend to set up such shops in the prime localities as part of a lifestyle offering. Similar shops have opened in Mumbai's posh Juhu locality and the Delhi government is likely to come out with a policy allowing private retailers to open liquor boutiques here," Aman Dhall, executive director, Brindco Ltd, said.

Brindco's plan emanates from the fact that with the removal of quantitative restrictions (QRs), despite high import duties on liquor products, companies are looking at India in a big way.

The company, till now restricted to distribution of domestic brands, has, during the past few months, already tied up leading wine makers and is close to sealing deals with scotch and beer makers from France, Australia, Germany and the US. "We will essentially remain a distribution company. Now, we are turning more global," Dhall said.

The company is expecting revenues worth Rs 25 crore through sale of imported liquor by the end of this year. Sources said it is already generating around Rs 150 crore from distribution of domestic brands.

Brindco is planning to increase its presence at the retail end. Dhall said, subject to Delhi government policy, liquor will be sold directly to retailers.

According to an industry estimate, the volume of imported wine brands, which is expected at 1,43,583 cases by the end of fiscal 2001-02 (despite a high import duty), will increase to a whopping 1,023,000 cases by 2004-05.

Consumers can, therefore, expect easy availability of famous wine brands such as Dourthe, Henkell Trocken, Maison Albert Bichot, Zonin and McWilliam's.

More than 69 per cent of the total foreign wine imported into the country comes from France and out of its seven regions, Bordeaux, Burgundy and Champagne are more reputed, Dhall added. Albert Bichot and Dourthe come from France, Zonin from Italy and McWilliam's from Australia, Dhall added.

Brindco is expected to make announcements in relation to its tie-ups for beer and scotch segments shortly, he said.