Shot with vodka

Q & A: Santosh Kanekar

Santosh Kanekar

Santosh Kanekar, director-marketing of Diageo India, these days is busy strategising on the company's new plans.

He is organising Smirnoff taste maker sessions, a workshop on how to make a perfect serving of vodka, what to have with vodka and the like. In an interview with Sangeeta Singh he talks about Diageo's products, presence and plans for the Indian market.

With more brands and flavours of premium vodkas, do you see more competition for Diageo's Smirnoff ?

We see no competition as far as Smirnoff is considered. It has already created a space for itself in the Indian market. And since premium white spirit still comprises just 1 per cent of the total whisky market, there is enough space for all to grow and flourish, whether they are imported brands like Absolut or India-made Flings. Also, Smirnoff's availability and pricing strategies help it score over others.

But Diageo's whisky, Johnnie Walker is duplicated across India. What are you doing to stop that?

I agree that our Red and Black Labels are largely being duplicated both through refilling and through fake bottling and labelling. We have introduced non-refillable caps which are destroyed once they are opened and cannot be re-used.

We have made its use mandatory in India. Besides,we are closely working with industry bodies for counterfeiting like CIADA and ISWAI, which are using deterrence mechanisms to stop counterfeiting.

So what are the new products or offers that you are introducing for the Indian market?

We are creating new space within the existing market. For instance, we are promoting Smirnoff as the 'release' drink, which one is supposed to have to release tension.

It is also being promoted as a soft, social drink for the evening which one could have with anyone. This meant giving vodka a position different from whisky, which we perceived as an 'affiliation' drink, which is hard and meant to be had with buddies. And with all kinds of pubs and lounge bars being created all over the country, vodka is gaining considerable popularity.

And what about new marketing initiatives?

After being successful with our scotch appreciation workshop "" Johnnie Walker Journey of Taste""lauched two years back, we have introduced Smirnoff Taste Maker Session.

For this we have tied up with Tulleeho of which bar experts Shathbi Basu and Yungdup Lama are an integral part. Through this we conduct weekend courses on vodka drinking, making cocktails, what goes into the making of vodka, how to enjoy your vodka and the like.

We are also introducing the concept of vodka shots and how to make a perfect vodka shot. For instance, we are creating the awareness that Smirnoff vodkas are best had chilled and on the rocks.

Similarly, we recommend Johnnie Walker Gold Label with dark chocolate and Blue Label chilled and neat but immediately after having a chilled glass of water. And these strategies are paying off.

So, what is Diageo's reaction to the Delhi government allowing sale of Johnnie Walker on shelves?

That is a welcome change. It's great to see 10 cases of duty-paid scotches being sold through a liquor shop in a day. Earlier one had to either go to Haryana to buy these bottles or travel overseas.

And there are many takers of Red and Black labels in Delhi. With Diageo's scotch having 75 per cent marketshare in India, Delhi is an important market for us.