United Spirits, the world's third largest spirits company, on Wednesday announced an initiative to improve the liquor retailing scene in India. | |
| The company has come in with its retailing and branding experience to spruce up the liquor retailing store to give a new experience. The company, in association with a liquor licence holder in Bangalore, launched a multi-brand retail store 'Spiritz & More' on Wednesday. |
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| According to United Spirits' officials, this store will make the experience of buying liquor more pleasurable. |
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| "This is an initiative of the company to leverage the emerging trends including the explosion in demand at the premium end of the market where browsing is a key consumer requirement. Categories like wines and scotch clearly need to stand out and a retailer has to cater to the growing consumer expectation of a modern retailing environment for liquor retailing as well," a spokesperson for United Spirits said. |
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| In the pipeline is 15 additional outlets that are to be set up in Bangalore at various locations in the coming months and plans to roll out another 50 stores this year. |
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| Commenting on the launch of the destination outlet, United Spirits Ltd, COO-South, Philip A B Sargunar said, "This outlet is designed to offer consumers a new experience through accessibility, ambience and personalised service. |
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| We are planning to partner several other traditional stores in this region and introduce them to the advantages of staying connected with consumers through modern retailing." |
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| This store has guides to assist the shoppers to choose what they want from the array of liquor displayed on the shelves. "This helps in showcasing the brand value of different products," said Sargunar. The store is spread across a floor area of 600 sq feet and has been designed by Michael Foley, an interior designer. |
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| United Spirits Ltd, Head-Luxury Brand, Trade Marketing & Institutional Sales, Anant Iyer said, "The launch of Spiritz & More is a step forward in partnership with the trade channel to offer a good shopping experience and consistency across the country. These outlets are core to the distribution strategy henceforth at United Spirits." |
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| Traditional standalone stores located in premium localities or those catering to a premium clientele are beginning to respond to the change in environment by seeking to upgrade store ambience, services and enhance the stocked range of spirits. |
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| "Standardisation of branding, brand displays and other operational details will build a loyal customer base and attract other synergistic categories for collaboration. Spiritz & More will be the pivot for creating an ecosystem for meaningful consumer engagements," added Iyer. |
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