Beam Inc. continues to innovate and strengthen its No 1 selling Scotch portfolio - Teacher’s with the launch of Scotch-based ready to drink (RTD) beverage – Teacher’s Ready To Drink in a Can. The RTD will be available in 2 variants premixed with two of the most common mixers – Teacher’s & Soda and Teacher’s & Cola. Teacher’s RTD is being launched in the Indian market soon after the successful launch of two luxury expressions, Teacher’s 25 Year Old Blended Scotch Whisky and Teacher’s Highland Single Malt. With this launch, Teacher’s takes lead to have a complete end-to-end Scotch portfolio in the region targeting different segments of Scotch aspiring consumers in India.
As part of its launch, Teacher’s RTD will be launched first in Mumbai, before being rolled out in other parts of the country, including Delhi, Hyderabad, Kolkata and Goa to name a few. The beverage will be available in a very convenient and preferred format – 330ml cans - priced at Rs 160/- in the Mumbai market. The product will be priced at an average price of Rs.100 rest of India.
Speaking about Teacher’s new introduction, Mr Harish Moolchandani, CEO & Managing Director, Beam India & ISC said, The introduction of Teacher’s in a premixed, ready to drink format was one of the most awaited extensions in the Scotch Whisky segment. This new extension brings in new exciting occasions and a new consumer set into the Teacher’s brand franchise. RTD format offers a fun and convenient way to enjoy Scotch Whisky and newer day part occasions. We have seen a significant level of aspiration amongst the consumers to experience premium spirits. Teacher’s RTD is the answer to these aspirations – a new way to celebrate achievements.”
The new Teacher’s RTD is a more contemporary beverage aimed at the new consumers who aspire for newer experiences. It is a convenient, yet a more responsibly developed beverage that provides just the right kind of introduction to Scotch Whisky with 4.8% ABV.
Beam Inc., the 4th largest spirits company in the world is committed to its consumer insight driven innovations agenda and is encouraged with strong growth witnessed in emerging markets. India continues to be jewel in the crown emerging market for Beam with a very successful Teacher’s portfolio. Teacher’s currently markets Teacher’s Highland Cream, Teacher’s 50 – 12 Years Old & the recently introduced premium innovations - Teacher’s Origin, Teacher’s 25 Year Old and Teacher’s Highland Single Malt.