NEW DELHI, May 17: Premium spirits maker William Grant & Sons plans to introduce three more brands from its global portfolio in next two to three years in India to enhance its position in the market here.
The company that sells brands such as Glenfiddich, Grant’s, Balvenie and Hendrick’s Gin in India is aiming to garner a market share of 20 per cent of imported whisky market in the country by 2025, from below 10 per cent at present.
“India is a very important market and long-term opportunity for us and we want to grow organically here and bring more imported brands,” William Grants & Sons India General Manager James Pennefather told PTI.
Elaborating on the company’s plans, he said it “expects to bring around three more brands — Monkey Shoulder, Tullamore Dew and Sailor Jerry — in next two to three years”.
“As the market is extremely competitive, we have to highlight the distinctness and quality of our products. Apart from usual sales and marketing, we are also undertaking social media campaigns,” Pennefather said.
On expectations from the Indian market, he said: “We have a target to achieve 20 per cent of the imported whisky market in India by 2025.”
At present, the company has under 10 per cent share of imported whisky market. The whisky market in India is at around 200 million cases, of which imported whiskey market stands at around 2 million cases, he added.
Established in 1887, the company makes world’s number one premium single malt brand Glenfiddich, The Balvenie and popular blended scotch brand Grant’s.
Currently, imported spirits constitute only around 1 per cent of the total spirits market here so there is a long term possibility of premiumisation in India, he added.
Asked about other steps taken by the company to expand its presence, Pennefather said: “We are right now focusing on big cities, metro cities. But then as we grow we will also go to tier II and tier III cities.”
At present, the company’s strategic vision is to expand its growth in the emerging markets and out of them India is one of the most exciting destinations, he added.
William Grant & Sons has a turnover of over GBP 1 billion per year. (PTI)
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