United Spirits to enter mid-priced segment liquor
The world's third largest spirits company, United Spirits Ltd, has plans to enter the mid-priced segment within a year, a top company official said.
By PTI |
MUMBAI: The world's third largest spirits company, United Spirits Ltd, has plans to enter the mid-priced segment within a year, a top company official said.
"We are working on an internal brand for the regular section and it will be priced between Rs 300 to Rs 350," United Spirits Ltd's Assistant Vice President, Debashish Sham, told reporters here today.
He said consumption trends were changing and the consumption of vodka is growing at 35 to 40 per cent in India, he added.
"The metros are already saturated and we will be focusing more in Tier II cities as the consumption of liquor is increasing with the changing trends," he said.
"North is the largest market for the company followed by the west, south and east," Sham said.
The company has enhanced the pack appeal with a new logo and today signed Zayed Khan as the brand ambassador for its vodka brand, White Mischief.
Khan will feature in the new advertising campaign for White Mischief.
All the old bottles would be replaced with the new package while the price would remain the same, he said.
The company was commanding a 44 per cent market share and has registered a 31 per cent growth for the fiscal year ending March 2007, he said.
In the regular vodka category, the company has a 90 per cent share and in the premium category, a 10 per cent share, he added.
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