Ub Group Plans Rs 50 Crore Thrust To Boost Whisky Sales

The spirits division of the UB Group is planning to invest around Rs 50 crore in the company's whisky brands to boost sales to around 30 million cases in two years.

Alok Gupta, divisional vice-president, UB Group, said the division had chalked out major promotion campaigns for its core whisky brands, which include Blackdog, McDowell Signature, McDowell No 1, Bagpiper, Gold Ribbon and Diplomat.

"Each of these brands makes a statement and we have tried to create excitement around these brands through new ad campaigns," Gupta said.

For example, McDowell No 1, UB's largest selling whisky brand, which also happens to be the eight largest selling whisky brand in the world, has newer advertisement campaigns.

The brand will also have a slogan contest and separate packaging for every festive occasion.

McDowell's whisky was launched as an extension of the successful No 1 McDowell's brandy.

"McDowell No 1 customer profile is that of a trendy but conservative person," Gupta said.

The brand sells over 3.5 million cases and is growing at the rate of 20 per cent. It expects sales to cross 4 million cases by the end of the current fiscal.

Signature rare whisky is blend of Indian malts and rare aged Scotch. It is currently the fastest growing brand in the McDowell portfolio, selling 1.5 lakh cases.

The brand has grown five times over in the last two years and expects to carve out a market share of 17 per cent by the end of the current fiscal. Blackdog, a 12-year-old Scotch has two-thirds of the market share.

In the regular segment, Bagpiper whisky has recently been launched in a new packaging and is also available in halves and quarters of its classic quart bottles.

The UB Group Spirits Division is the largest spirits' manufacturing and marketing company in India with a 35 per cent market share.

Its nearest competitor Shaw Wallace, which has a 12 per cent market share.