Allied Domecq To Uncork Imfl Line

Allied Domecq, the UK spirits and wine major, will shortly be launching its brands in the Indian Made Foreign Liquor (IMFL) segment. The brands will be pitted against those from the UB and Shaw Wallace stable. The company, which recently formed a joint venture with Clan Morgan Distilleries, will target only the super premium segment, where spirits are sold for around Rs 475 per bottle.

Brian Senior, newly appointed managing director of Allied Domecq Spirits and Wine India, said the entry into IMFL segment was to attract volumes and spur growth. Allied Domecq had entered the country as Hiram Walker India along with Jagatjit Industries some time back. It was the first to launch scotch whisky brands in the Indian market with Teachers.

 

This was later followed by Old Smuggler. The two brands put together command nearly 36 per cent of the scotch whisky market.

The venture with Jagatjit Industries broke off and the company, Hiram Walker India, is in the process of being wound up. The licences are in the process of being transferred to the new company, Allied Domecq Spirits and Wine India. Clan Morgan already has a distillery in Rajasthan where Allied Domecq will be investing around Rs 20 crore to expand capacity and upgrade facilities.

Other scotch whisky majors who have already entered the IMFL segment include Seagrams and International Distillers India.

Allied Domecq also plans to launch other brands in the white spirits and cream liqueur segments.