Diageo targets premium rum segment in India

Global alcobev manufacturer Diageo Plc through its subsidiary United Spirits Limited (USL) is targetting to capture a major share of premium rum segment in the Indian market.
"Out of the entire rum market in India, 95 per cent share is taken away by the value brands. We want to target the premium end," Nitesh Chhapru, head (marketing-premium and luxury brands) of USL said.
Chhapru said the premium rum segment was growing at a rate of ten per cent per annum, and three per cent of entire spirits segment in the country belonged to premium category.
Launching the premium rum brand Captain Morgan here from the Diageo stable here, he said West Bengal was the largest rum drinking market in the country.

The annual consumption of rum was around 44 million cases, he said.
Chhapru said none of the alcobev companies were engaged in making innovations for driving the consumption of rum in India, where the growth of rum market actually declined by one per cent.

"However, the overall alcohol market is going the premium way in India", he said.
Asked about the impact of demonetisation, he said it was the same as on other FMCG companies.
Diageo sells some of the well-known brands in India like Johnnie Walker, VAT 69, Black & White (Scotch whisky), Smirnoff and Ciroc (vodka).