Diageo's Shark Tooth to stir up vodka segment
The indigenously developed vodka brand Shark Tooth will be positioned in the prestigious vodka segment, and has been developed with support from Diageo’s global innovation centre in London.
By TNN |
KOLKATA: The indigenously developed vodka brand Shark Tooth will be positioned in the prestigious vodka segment, and has been developed with support from Diageo’s global innovation centre in London.
The brand will be sold in retail outlets at a price point of Rs 300-350 and targeted at SEC A & B male consumers. The company has also launched a Shark Tooth variant with ginseng.
It has roped in Bollywood star Shiney Ahuja as brand ambassador for the Shark Tooth brand in India. Diageo also plans to develop more such India-specific brands and take them across the world.
Diageo India claims to control 80% of the premium scotch market with its brand Johnnie Walker and 90% of the premium vodka segment with its Smirnoff brand. “We also plan to launch two more super premium vodkas in India — Smirnoff Blue and Smirnoff Black — which will be bottled in India,” said Sudeep Kumar, national sales director, Diageo India.
The company is also finalising plans for an entry into the Indian beer market with its globally top-selling premium stout beer brand ‘Guinness’. Diageo India intends to launch the brand in Q4, FY07.
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