United Spirits set for big push in energy drinks

The country's largest liquor maker United Spirits is undertaking an aggressive promotion campaign for its recently launched energy drink 'Romanov Red'.
    
The company will invest over Rs 5 crore in the next one year on promotions, as it aims to garner a 15 per cent share in the domestic energy drink market that stands at around 1.5 million cases (of 24 cans) per annum.
    
As an extension of the iconic Vodka brand, Romanov, with the launch of the energy drink Romanov Red "We are now targeting a 15 per cent market share in the non-alcoholic energy drink segment in next one year," United Spirits business head Debashish Shyam told PTI.
    
Currently, the energy drink segment in India is dominated by two firms, Red Bull and Cloud 9.
 
The market is growing at a rate of 50 per cent a year and the total volumes stood at around 1.5 million cases of 24 cans a year, he added.
    
Shyam said USL will not only leverage its strong distribution network for liquors, but will also take a piggyback ride on the brand equity of its products.
    
"Our brand Romanov in Vodka segment is very popular among the youth and they are also the primary customers of energy drinks in the country," he said, adding that the firm planned to use musical events like concerts to promote the brand.
    
USL will also undertake large scale below-the-line marketing activities such as sampling and tasting sessions in the point of sales, discos, hotels and pubs for promoting it.
    
Asked about investments to be made on these campaign, he said it could be over Rs five crore.

Shyam said USL found that energy drinks were consumed more with vodka and it was for that reason that the company launched 'Romanov Red' as a sub-brand of its popular vodka brand, Romanov.
    
The company has already launched the product in all metro cities and in the next two months it would be available in all 15 major cities across the country.
    
USL is backing on its large sales and distribution network across the country to promote the energy drink in the domestic market.