Presented by :
Ashutosh Singh (M-13)
Rohit Singh Bhati (M-42)
Overview
Indian Alcohol Industry with estimated market value
of 340 bn is growing at 12-15% over the last two
years.
The industry is estimated to have sold 115 mn cases of
IMFL last year.
The sector is expected to maintain its CAGR of 15%
while the premium segment Wine and Vodka is
expected to grow at a higher rate.
With consolidation and foreign acquisitions gaining
steam the sector is about to witness next phase with
realization rising in line with that of their foreign
counterparts.
10.5%
8.5%
9% 60%
12%
International Players
The major international players are Pernod Richard, Remy
Cointreau, and Diageo (Diageo has tied up with Radico for
entering Indian markets in brown spirits)
Investment Rationale
Inherent Potential, Deregulation, western cultural
influence and high entry barriers has helped the industry in
notching up higher sales growth.
Alcohol sale is driven by the high GDP growth and more
people entering the drinking club with newly obtained prosperity
or from up trading from the existing brand.
Alcohol
Whiskey
Beer
Wine
Vodka
Rum
Gin etc…
Whiskey
Whiskey or whisky refers to a broad category of alcoholic
beverages that are distilled from fermented grain ash and aged
in wooden casks.
History
1406: First written record of
Whisky in Ireland
1496: First mentioned in
Scotland
The word „Whisky“ was first
used in 1736
Previously called uisge beatha
(Gaelic) -> aqua vitae (latin)
Different types of Whisky
The two basic types of Scotch are Malt and Grain
Malt: made entirely from malted barley
Grain: made from malted and unmalted barley along with other
grain
Malts and Grains are combined in various ways
Single malt, single cask, vatted malt, blended whisky
Surveys/Opinions
Do you appreciate good Whisky?
9%
Yes
No
91%
Surveys/Opinions
How often do you drink Whisky?
15%
Once/month
One/week
54% few times/week
31%
Surveys/Opinions
Ice?
18%
36%
Yes
No
Depends
46%
Surveys/Opinions
Water?
18%
Yes
No
46%
Depends
36%
Surveys/Opinions
Favorite types of Whisky
58%
Single Malt
Bourbon
Irish Whiskey
24%
No Preference
12% 6%
The different types of whiskies/whiskeys are:
Scotch whisky
Irish Whiskey
American Whiskey
Canadian Whiskey
Indian Whisky
Whisky In India
Made from various
distilled spirits from
predominantly molasses
but nowadays barley malt
is also used.
Some of the famous
Indian whiskies are :
Royal Challenge,
Bagpiper, Antiquity
Contd..
The largest quantity of Whisky is produced in India
90% of the "whisky" consumed in India is molasses based
The sub-continent was the largest global market for whisky, in all its
variants, last year, according to a new report from Canadean.
The report said that whisky, or whiskey, consumption in India reached
around 52 million cases in 2002.
It is 20 per cent higher than that of the US, the second-largest market.
Contd…
In India Generally Blended Whiskey are served.
While 92 million cases of whisky were sold in India in 2008,
a mere 35,000 cases of this was malt. The bright side of this is
that it means there is huge potential for growth.
Contd…
Whiskey is served in the
following ways:
Up
On the rocks
Neat
With Mixers
Whiskey is generally
served in an old fashioned
glass
Type: Blended Grain Whisky
Company Name: USB Group
Place of Origin: India
Brand Highlights
4th largest selling Whisky in the world
Market leader with 60% market share
Smart Pack won a Silver at the 2005 Flexible Packaging
Achievement Awards and also got special Citations at 18th
DuPont Awards for Innovation in Packaging
USP:
India’s favorite whisky.
Constant innovations in packaging, marketing, promotions
and consumer events has helped maintain leadership.
Blend :
Superior whisky blended with scotch and selected Indian malts
matured in Scotch Oak cask.
In the Scotch oak cask the blend goes though a unique Subtraction
Addition-Processing method.
Contd…
Firstly the oak wood cask ensures bad congeners are
removed from the malt spirit giving it a woody finish
and a golden glow
Subsequently it releases Tannin and polphenols, which
imparts aroma and colour.
Finally good congeners add to the smoothness of No.1
giving it a faintly sweet character
Brand Highlights
Alcohol: 42.8%
Launched in 1988, it is one of the most promising
brands today.
Drawing inspiration from its lineage, Director's
Special Black Deluxe Whisky, with a superbly
balanced blend of aged Indian malts with a subtle
oaken hint, has captured the fancy of some of the
whisky drinkers
USP
Unique bottle and premium packaging
Blend
Its rare and mature taste is a unique combination of
smoothness and richness.
Born of the classic fusion of handpicked barley and
malt, by the traditional method of distilling.
Brand Highlights
Blended Grain Whisky
Main Customers: Nepal and Indian Market
Total Annual Sales Volume:
US$10 Million - US$50 Million
Seagram's Royal Stag is a world class blend of select
domestic grain spirits and imported Scotch malts
Contd.
Royal Stag was launched in September 1995 as an India-
specific brand. Royal Stag
The popularly-priced product has achieved a Market share
of 27% in the deluxe whisky segment in a short period of time.
The brand is associated with Royal Stag Mega Movies and
Royal Stag Mega Music
Brand Highlights
Seagram India
Blended Grain Whisky
Alcohol: 42.8%
Seagram's Imperial Blue is an exquisite blend
of the finest domestic grain spirits and imported
Scotch malts
Seagram’s Imperial Blue is a flawless blend of
Indian grain spirits and imported Scotch malts
Wh a t
is k e y
Wh
a n t c u r e ,
T h will
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