Allied Domecq, Tilaknagar Industries In Marketing Pact

Allied Domecq Spirits and Wine India has formed a strategic marketing alliance with Tilaknagar Industries, manufacturers of Mansion house whisky, gin and brandy, Classic whisky, Courier Brandy and Savoy Club gin.

As per the agreement, Allied Domecq will market the Tilaknagar brands in different parts of the country thereby gaining an entry into the mass market where volumes are large and margins thin.

Allied Domecq's stable includes scotch brands such as Ballantines, Teacher's, Long John, Old Smuggler, Beefeater Gin, Tequila Sauza, Courvoisier Cognac, Canadian Club etc.

Allied Domecq is the 100 per cent Indian subsidiary of Allied Domecq Plc, one of largest spirits and wine companies in the United Kingdom.

 

Allied sells Teachers and Old Smuggler scotch whiskies in the country

The company has been trying to penetrate into the mass segment of the liquor market where other competitors like Seagram and International Distillers India have already established their brands.

Speaking on the marketing alliance, Brian Senior, chairman and executive officer, Allied Domecq Spirits and Wine India said, With brands like Teachers and Old Smuggler, we are already leaders in the super premium category in India.

The Tilaknagar alliance, would provide us with a very strong presence in the middle and lower segments of the market and we expect to have a joint market presence of around five lakh cases in the first year of operation.

Arun Dahanukar, chairman and managing director of Tilaknagar Industries said, that the tie-up with Allied would prove beneficial both to the consumer and to Tilaknagar brand as well.