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Volume: X

January, 2008

 

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Alcohol

 

Share Prices

 

 

 

 

 

 

Sales and Market Share

 

 

 

Source: Euromonitor Report- Alcoholic Drinks- India- June 2007

 

 

Trends, Marketing Initiatives and Others

 

 

05. Wine Sales To Exceed 1,400 Cr. By March: ASSOCHAM – January 12

Total wine sales estimated to touch 1,400 crore by March 2008

Based on feedback received from domestic wine manufacturers, The Associated Chambers of Commerce and Industry of India (ASSOCHAM) revealed that total wine sales — estimated at approximately Rs 1,000 crore upto December 2007 – is expected to touch Rs 1,400 crore by March 2008. Consumption of wine in rural India, which is increasing rapidly, recorded a sale of Rs 300 crore up to December 2007 and is expected to touch Rs 500 crore by March 2008. According to the estimates made by the ASSOCHAM, while the liquor industry is growing at approximately 10-12%, the growth rate at which the wine industry is growing is three times higher due to demand factor despite fragmented social campaign to discourage wine and liquor consumption.

 

Source: Fnbnews

 

 

 

06. Spirit Majors Get DJs To Set Tone For Lifestyle Drinks – December 21

Alcohol companies signing on celebrity DJs for pushing lifestyle brands

The alcoholic drinks industry is signing celebrity DJs for pushing their alcoholic lifestyle brands. Luxury vodka Belvedere from Moet Hennessy has signed DJ Aqeel as its social ambassador, while leading spirits manufacturers Diageo and Bacardi are broadening their ties with DJs for their brands in the cocktail circuit. Diageo has been banking heavily on a host of international DJs such as Sasha and Paul Van Dyke to propel the Smirnoff Experience parties across metros.  Bacradi Martini India Ltd. has built up properties such as Bacardi Blive in tandem with celebrity DJs such as Hussain and Suketu.

 

Source: The Economic Times 

 

 

 

07. Jeev Milkha Singh To Promote Responsible Drinking – December 26

Jeev Milkha Singh to encourage the message ‘never drink and drive’

Golf player Jeev Milkha Singh has been appointed as the Responsible Drinking Ambassador for the Johnnie Walker Classic golf tournament organised by spirits manufacturer, Diageo. The golf event will be held in New Delhi from 28 February to 2 March, 2008.  In his new role, Jeev Milkha Singh will encourage and extend his support to spread the message to consumers to sign the pledge to never drink and drive, reinforcing the Johnnie Walker brand’s worldwide responsibility message of ‘Winners always stay in control – never drink and drive.’

 

Source: Agencyfaqs 

 

 

 

Product Launches

 

 

 

08. McDowell's Caesar In K'taka – January 12

Spirits company United Spirits Limited (USL) launched McDowell's Caesar's Genuine Grape Brandy, a premium category brandy in Karnataka. The Caesar's Brandy will be available in a premium, flask-shaped green bottle at price points of Rs 286 for 750 ml, Rs 143 for 375 ml and Rs 70 for 180 ml.

 

 

 

09. Chateau d'Ori Unveils Its Range Of Wines – December 22

On 22 December, 2007, spirits company d'Ori Winery Pvt Ltd launched its range of wines – Viva, Merlot, Sauvignon Blanc, Cabernet Merlot, and Cabernet Syrab. The collection of two white and three red wines are priced at between Rs 350 and Rs 650.

 

 

 

Advertising Campaigns

 

 

 

10. An Actor And 4 Cricketers Join Hands To ‘Make It Larger Than Life’ For Seagram Royal Stag Mega Music – December 17

Seagram launches TVC for Seagram Royal Stag Mega Music

Seagram launched a new TVC for Seagram Royal Stag Mega Music featuring Saif Ali Khan, Mahendra Singh Dhoni, Yuvraj Singh, Harbhajan Singh and Robin Utthapa as members of a band. Created by O&M, the TVC takes the music route to reiterate its ‘Make it large’ experience.

 

The TVC shows Saif, Dhoni, Yuvraj, Harbhajan and Robin considering doing something to make their music ‘larger than life’.

 

 

Next shot shows them pondering over this, as they take a stroll inside a mall, when a masked robber runs away with Dhoni’s bag.

 

The cricketers chase the robber and in their pursuit are joined by several people. The chase takes the growing crowd through different parts of the city.

 

Eventually the robber gets cornered on a rooftop, and removes his mask to reveal that he is Saif, who had hatched this robber plan to gather a crowd. With the ‘audience’ in place now, the band begins their performance on stage thus giving everyone a ‘Make it large’ experience.

 

The campaign defines the entire concept of the ‘larger than life’ attitude associated with Royal Stag by featuring five celebrities and is targeted at the youth.

 

Source: Exchange4media