Peg Measures

brand launched by Seagrams in India and its first in the white spirits category.

"The smooth gin in the bumpy bottle" is how the company has pitched the brand worldwide. The company claims that its distinctive taste comes from juniper berries from Italy. The packaging is also distinct; it comes in "antique bottles" with deeply embossed sea shells and starfish to give that bumpy texture.

Targeted at the upper end of the two million cases gin market in India, Extra White Gin is priced at Rs 240 for a 750 ml bottle. Launched in

Goa, Bangalore, Calcutta, Mumbai and Andhra Pradesh, it will be rolled out nationally.

 

The latest offering is expected to boost volumes for Seagrams in India which, like many other multinational liquor companies, had hugely overestimated the business potential in India. In the scotch market, where Seagram has launched three brands - Something Special, Passport and 100 Pipers - it has not done too well. Though the company does not reveal sales figures, industry observers put their scotch sales at 25,000 cases last year. The products in its stable are the blended whisky brands: Blenders Pride, Oaken Glow, Royal Stag and Imperial Blue.