| The company is exploring the possibility of entering the India Made Foreign Liquor (IMFL) category in whiskey, apart from extending the local brand 'Old Smuggler' gin and rum nationally. |
| "Having established 'Teacher's' as the second largest brand in scotch segment in India, we are keen to expand. Our task is to strengthen some of the bottled in origin (BIO) brands and also expand local brands," Neeraj Kumar, general manager (marketing) of Allied Domecq Wine & Spirits (I) Pvt Ltd, said |
| Allied Domecq has brands like Ballantine Scotch, Beefeater gin, Sauja tequila, Kahlua and Tia Maria liqueurs and Malibu rum. While most of them are available in duty free shops and five star hotels, the company is planning to focus on brands like Ballantine, Beefeater and Sauja in India. |
| "Our aim is to be among the top two brands in all categories where we operate," Kumar said. The company is also keen on taking Old Smuggler gin, available in north India and Old Smuggler rum, available in north and Mumbai, to other markets. "These are premium products in their categories and has a niche clientele," he pointed out. |
| Though the company was yet to take final call on the IMFL brand, Kumar said it would be in the whiskey segment. "We are considering all price points as possible options to enter the segment," he said. |
| With an annual sale of 55 million cases, India is a predominantly whiskey market. The market is also growing at eight per cent per annum. In contrast, market for scotch (BIOs and BIIs) is very small but growing at 12 per cent. Allied Domecq has four Bottled in India (BII) scotch brands _ Teacher's, Teacher's 50, Old Smuggler and Long John, all bottled in its Rajasthan factory. |
| In order to maintain the strong position in BII segment, the company has betting on the innovative platform like Teacher's Achievement Awards. It is also following the annual event up with smaller events like Teacher's Highnights, conducted throughout the year across India. |
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