The seven-million cases prestige whisky market is hotting up. United Distillers & Vintners India (UDV), which had earlier tried unsuccessfully to take on United Breweries (UB's) McDowell No 1 and Seagram's Royal Stag by launching Gilbey's Old Gold, is now ready with a new product -- Gilbey's Gold Club.
"The company is launching Gilbey's Gold Club Since it lacks a national presence in the prestige whisky segment which is growing at 10-12 per cent per annum," Deepak Roy, managing director of UDV India said.
Launched in 1994, Gilbey's Old Gold suffered on the marketing and distribution fronts in key states such as Delhi, Karnataka and certain parts of Bihar where McDowell No 1 and Seagram's Royal Stag were market leaders.
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Over the last couple of years its sales have dropped tremendously mainly because the company was focussing on Gilbey's Green Label whisky in the regular whisky segment during that period, Roy pointed out. The list of Gilbey brands include Gilbey's Green Label, Gilbey's White Label, Gilbey's Old Gold and Gilbey's gin.
The total market size for regular whisky market is estimated at 26 million cases and is growing at a rate of 8 per cent.
Gilbey's Gold Club, slated to be launched across the country by end of this month, hopes to capture 10 per cent market share in the first year.
The introduction of Gilbey's Gold is a strategic move by UDV to drive sales in the prestige whisky business. The company will support Gilbey's Gold Club with a high decibel advertising and brand promotion activities. UDV has a five per cent market share in the total liquor market.