Toast to the highlands

MARKETING: More and more Indians are getting hooked to the full-bodied flavour of scotch.

Think scotch and the image that flashes in the mind is that of a dapper young man enjoying his specially blended whisky from English highlands at leisure.

Traditionally, scotch is looked upon as a drink meant to be served on special occasions or for the elite. Not any more. Judging by the market growth, it seems the Indians' perception about scotch has changed. In the past five years, several big brands have entered the Indian market and are making their presence felt.

Says Harish Moolchandani, managing director, Beam Global, "Scotch is gaining on popularity charts and people are now trying it out on a regular basis."

Beam Global has two brands of scotch "" Teachers and Teachers 50. Recently, Bacardi announced its entry in the market with Dewar's scotch.

Scotch is classified into two categories "" bottled in origin and bottled in India. While Dewar's and Johnnie Walker are a part of the latter, the likes of Teacher's fall in the former category. Seagram's has 100 Pipers and Diageo has Johnnie Walker.

The market for scotch bottled in India stands at about 3 lakh cases per annum and is witnessing a growth of about 15 per cent. The bottled in origin market is close to 2 lakh cases per annum and is growing at the rate of 6-8 per cent. Moolchandani claims that Teacher's has a market share of close to 45 per cent followed by 100 Pipers and Johnnie Walker.

The target consumer for scotch still remains SEC A and B, and people in the age group of 30-plus years. The young consumers segment is also beginning to show its preference for scotch.

Interestingly, scotch is one category where unique promotions click. While Teacher's has been organising Teacher's Achievement Awards, 100 Pipers is climbing up the popularity charts through concerts. Apart from these, scotch-tasting sessions act as an important tool for promotion.

Says Stephen Marshall, brand ambassador, Dewar's, "It is about educating people on scotch and, most important, break its 'special occasion' drink image." Cheers to that!