Viiking Ventures to invest Rs 100 crore for expansion and mktg

Diversified firm Viiking Ventures plans to invest Rs 100 crore in expansion of its premium beer brand 'Goa Beer' in domestic as well as international markets.
Viiking Ventures recently acquired the 'Kings Beer' brand from Impala Distillery and Brewery in Goa for Rs 90 crore and later rebranded it as 'Goa Kings'.
"I want to take our premium brand not only across the country but also to the international markets. Currently, we are distributing the product in Dubai, but we want to take it to other countries as well. We have a distribution network in Dubai and we are in talks with distributors in London for entering other markets," Viiking Ventures chief Sachiin Joshi told PTI.

Viikking Ventures, which has interests across sectors such as hospitality, media and entertainment, health and fitness, realty and aviation, entered the alcohol segment with the launch of 'Goa Beer' and XXX Vodka Mix (XXXVM).
Joshi hopes to take all these brands across the country. "Currently we are distributing Goa Kings and XXX Vodka Mix in Goa, Maharashtra and Karnataka, but we now want to take them, to other states like Andhra Pradesh, Kerala and Telangana," Joshi said, adding, "Goa Beer will continue to cater to a very niche market."
Its XXXVM is currently available in three flavours including Cranberry, Lemon and Rejuve. "By September next year, we will be introducing 9-10 additional flavours of XXXVM in the market," he said.

Joshi said the company will pursue forging ties with contract manufacturers and distributors for increasing capacities and reach.

"The challenge (and hence cost) in marketing alcohol in India is huge. We will be looking at strategic tie-ups like the Impala one. We want to be present in the alcohol space in a big way," he said.
The company also hopes to introduce whiskey and wine brands in its portfolio.
"Over the next five years, we want to have our brands in the market for not only beer, but vodka, whiskey and wine as well. We will be introducing a premium brand in Vodka as well. And for whiskey and wine, we might look at tying-up with premium foreign brands," he added.

Viiking Ventures has an energy drink named XXX Energy Drink and two brands of packaged drinking water - 'Life' and 'Pani', with the latter positioned in the high-end segment.